香港科技大学_社会心理学_课件3.pdf

SSMA504 Understanding Human Behavior Social cognition 1 1. Schemas 2. Judgmental heuristics 3. Counterfactual thinking 4. Attribution 2 Schemas and heuristics Schemas Mental structures people use to organize their knowledge about the social world around themes or subjects and that influence the information people notice, think about, and remember Our preconceptions, such as salient concepts, our belief and partisanship, and our expectations are powerful schema which color our social cognition. 3 Students’ schema (here expectations about the guest lecturer) colored their 4 impressions of the guest lecturer. Students expecting a “warm” lecturer gave this lecturer better evaluations than those expecting a “cold” lecturer. (Kelley, 1950) When schemas are applied Accessibility The extent to which schemas and concepts are at the forefront of people’s minds and are therefore likely to be used when making judgments about the social world Chronic accessibility Temporary accessibility through priming: a process by which recent experiences increase the accessibility of a schema or concept 5 Princeton Tigers vs. Dartmouth Indians football game Crowd of fans in stands at Princeton-Dartmouth football game Our partisanship or group membership are chronically accessible schemas. Remember how the same event