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Social%20Perceptions%20-%20Chapt%203

Social%20Perceptions%20-%20Chapt%203 - SOCIAL PERCEPTIONS...

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SOCIAL PERCEPTIONS
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Social Perception “This subject concerns the qualities that people perceive in others and the factors...that contribute to these perceptions” Zebrowitz (1995, p. 583) Preconceptions alter our view Same stimulus Different interpretation/reaction depending on the person or situation We respond not to reality, but how we construe it
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Priming Unattended stimuli can affect behavior, memory, and interpretation of events Priming = awakening of associations EX: Elevator study (primed with old, retired, prunes ) EX: Baking sells houses!
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Subliminal Priming Study Procedure Participants came to the lab for a “marketing study”; they arrived thirsty. Then they performed the cookies taste test. Half of the participants were given water, half were not (manipulation of thirst). Participants performed a computer task in which half of the participants were subliminally primed with thirst words (e.g., thirst and dry) and the other half were subliminally primed with neutral words. Participants performed the “Kool - Aid” taste test.
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Subliminal Priming Study Conditions: Not Thirsty/Subliminally primed with neutral words Not Thirsty/Subliminally primed with thirst words Thirsty/Subliminally primed with neutral words Thirsty/Subliminally primed with thirst words Dependent measure: amount of Kool-Aid drank
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Results 110 120 130 140 150 160 170 180 190 200 210 Not Thirsty Thirsty Subliminal Presentation Condition ml drank Neutral Words Thirst-Related Words
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Priming Bargh et al. (1996) Primes influence subsequent social behavior too. Interruption study Participants primed with aggressive images/words were more likely to interrupt.
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Subliminal Priming Study Subliminal stimuli have their limits E.g., couldn’t subliminally prime participants who were not thirsty at all. Subliminal self-help tapes do not work. Movie Theater study “Drink Coca - Cola!” Results falsified
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Constructing Interpretations and Memories Perceiving and Interpreting Events A BIRD IN THE THE HAND EX: Sports referees always seem to be against our team! “Tell me where you see bias and, and you will signal your attitude”
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Perceiving and Interpreting Events Study: Pro-Israeli and pro-Arab students were shown news segments describing the killing of civilian refugees in Lebanon. They were then asked to say whether they thought the news coverage was more sympathetic to their side or the other side. Results: students thought the news coverage was more hostile to their own group.
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Perceiving and Interpreting Events Study: Students who were either in favor of or against capital punishment evaluated the results of 2 “new” research studies.
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