03-Automaticity & Priming

03-Automaticity & Priming - 1 Lecture 3...

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Unformatted text preview: 1 Lecture 3 Automaticity & Priming Subjective Construals • Why do we think we see ‘reality’? – Unaware of our subjective construals • Why don’t we know about our subjective construals – Automaticity • What is automaticity? Consider this square What control do you have over how you see it? Automaticity (Bargh, 1984) • Don’t require intention • Don’t require awareness • Don’t interfere with others • Don’t require effort • Phenomenal immediacy • Experienced as ‘reality’ John Bargh Yale William James Matt’s additions William James Ian James Various Forms of Automaticity • Perceptual • Semantic – Romeo and ______ • Social?? 2 Four techniques for assessing automatic social processes • Priming • Subliminal exposure priming • Chronic Accessibility • Cognitive load (or ‘cognitive busyness’) – Hold an 8-digit number in mind A Primer on Priming • Associations formed throughout lifespan • Romeo & Juliet • Men bad at English • Women bad at Math • Priming the first (‘Romeo’) brings the second (‘Juliet’) ‘closer to conscious awareness’ “Think of a woman’s name” Sarah Jennifer Ashley Amanda Brittany Juliet Level of Activity “Accessibility Conscious awareness “Think of a woman’s name” Sarah Jennifer Ashley Amanda Brittany Juliet Level of Activity “Accessibility Primed with Romeo Frst Juliet Conscious awareness “Think of a woman’s name” Sarah Jennifer Ashley Amanda Brittany Juliet Level of Activity “Accessibility Primed with Romeo Frst Juliet Conscious awareness Leonardo Asian or Female? (Shih, Pittinsky, Ambady, 1999) 3 Priming Higgins, Rholes, & Jones (1977) • Subjects believe they are participating in two studies – First a “perception study” – Then a “reading comprehension study” • Lets discuss the second task first ‘Reading Comprehension’ Task “Donald spent a great amount of his time in search of what he liked to call excitement. He had already climbed Mt. McKinley, shot the Colorado rapids in a kayak, driven in a demolition derby, and piloted a jet-powered boat-without knowing very much about boats. He had risked injury, and even death, a number of times. Now he was in search of new excitement. He was thinking, perhaps, he would do some skydiving or maybe cross the Atlantic in a sailboat ( adventurous/reckless ). By the way he acted one could readily guess that Donald was aware of his ability to do many things well ( self-confident/ conceited ). Other than business engagements, Donald’s contacts with people were rather limited. He felt he didn’t really need to rely on anyone ( independent/aloof ). Once Donald made up his mind to do something, it was as good as done no matter how long it might take or how difficult the going might be. Only rarely did he change his mind even when it might well have been better if he had ( persistent/stubborn ).” [Note that parentheticals were not seen by subjects] ‘Reading Comprehension’ Task...
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03-Automaticity & Priming - 1 Lecture 3...

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