PSYC 473 Chapter Notes - Chapter 9: The Authoritarian Personality, Social Dominance Orientation, Social Cognition
25 Apr 2013
School
Department
Course
Professor
Document Summary
Chapter 9: on perceptual readiness- chronic sources of judgmental influence. Availability of knowledge- means that some piece of knowledge is known by an individual, stored in long term memory. Just because something is available to you does not mean that it is accessible to you. For knowledge to be accessed, it must be available. Category accessibility- distinguishing a concept"s status as lying dormant in long-term memory from its status of having a heightened readiness or state of activation. A person who has encountered a stimulus relevant to the accessible concept can access the category/concept in question with greater speed and ease, making the category more easily retrieved from memory. The more easily a concept is retrieved from memory, the more likely it is to be used in noticing, attending to, and interpreting a stimulus perceptual readiness. Higgins, bargh, and lombardi use the metaphor of a battery. Memory can be thought of as a chargeable unit.
