SOC 300 Lec. 4 - Priming What is Priming Why use it What...

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Priming What is Priming? Why use it? What does priming do exactly? What kinds are there? What are the methods?
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Lashley (1951)…temporary internal activation of response tendencies Segal & Cofer (1960)… the effect of recent use of a concept in one task on its probability of usage in a subsequent task, unrelated task. Bargh (now!)… priming studies are concerned with: the temporary activation states of an individual‘s mental representations how these internal readinesses interact with environmental information to produce perceptions, evaluations, and even motivations and social behavior. manipulating what are theoretically posited as chronic, automatic effects
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Logan’s Instance Theory Separate memory traces are stored away each time a stimulus is presented and processed. Practice with the same stimulus leads to the storage of increased information about the stimulus, and about what to do with it. This increase in the knowledge base with practice permits rapid retrieval of relevant information when the appropriate stimulus is presented. “Automaticity is memory retrieval: performance is automatic when it is based on a single-step direct-access retrieval of past solutions from memory” (Logan, 1988, p.493) In the absence of practice, responding to a stimulus requires thought and the application of rules; after prolonged practice, the appropriate response is stored in memory and can be accessed very rapidly.
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Accessibility Definition: readiness to use a concept Concepts that can be more or less accessible: traits, stereotypes, attitudes, goals, emotions Memories and certain associations can be more or less accessible What can be affected by making something more or less accessible: - outcomes like judgments, responses, behaviors, moods, recall
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Priming Kinds Simple Semantic Priming (sequential) Conceptual Mindset Goal / Behavioral Presentation Supraliminal Subliminal
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Semantic Priming… Simply Put If you see the words: Sequential Priming Lexical decision task. Doctor * Nurse Clerk * Nurse Result : Faster to say that Nurse is a word when preceded by Doctor than Clerk
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WHY?
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Words in the lexicon are connected by associative relationships and meaning
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Semantic Priming and Expectation Lexical decision task: word or non-word? Precede target string with priming word (BIRD).
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This note was uploaded on 04/28/2008 for the course PSYCH 352 taught by Professor Mcculluch during the Spring '08 term at University of Illinois at Urbana–Champaign.

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SOC 300 Lec. 4 - Priming What is Priming Why use it What...

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