week3slides - Thus far: Stimulus Behavior Social cognition:...

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Thus far: Stimulus Behavior Social cognition: Stimulus Cognitive, affective, Behavior motivational mechanisms What are the building blocks of social thought? Social cognition (borrowing heavily from cognitive psychology) has become the dominant paradigm in social psych in the past 20 years. Concept : A unit of knowledge (usually about a category ). What do concepts do?: 1. Reduce the amount of processing we need to do when there is too much information available. 2. Add information when there is too little available.
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3. Guide attention, interpretation. The procedure is actually quite simple.  First, you  arrange things into different groups.  Of course,  one pile may be sufficient depending on how much  there is to do.  If you have to go somewhere else  due to lack of facilities, that is the next step;  otherwise you are pretty well set.  It is important  not to overdo things.  That is, it is better to do too  few things at once than too many.  In the short run  this may not seem important, but complications can  easily arise.  A mistake can be expensive as well.  At first, the whole procedure will seem  complicated.  Soon, however, it will become just  another facet of life.  It is difficult to foresee any  end to the necessity for this task in the immediate  future, but then one can never tell.  After the  procedure is completed, one arranges the materials  into different groups again.  Then they can be put  into their appropriate places.  Eventually they will  be used once more, and the whole cycle will then  have to be repeated.  However, that is part of life.
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of Bransford & Johnson (1973): # ideas recalled No instructions: Washing clothes (before reading): Washing clothes (after reading): Bottom line: Category guides your interpretation and aids in comprehension. Different concepts applied to the same stimulus input can a) e.g., features of a house from the perspective of homebuyer vs. burglar. b) e.g., Man crying (did a loved one die or did he win the lottery? c) Ambiguous behavior of African-American vs. Caucasian person. Duncan (1976): White subjects watched videotape of two men in a discussion. The discussion gets heated. They begin shouting. One man shoves the other. At this point, the tape is stopped, and subjects are asked to characterize what just happened. What subjects didn’t know: There were two versions of the tape: in one the “shover” was Black, in the other, “shover” was White. What results do you predict?
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week3slides - Thus far: Stimulus Behavior Social cognition:...

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