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Social Cognitive Processes: Heuristics and
Automaticity
Social Information• schemas
– what are schemas– what do they do for us– some problems with schemas
Social Information• two pieces to the puzzle
– content: what we think about– process: how we think about it
Making Inferences• four phases of inference processes
(Fiske, 2004)
– 1. data collection• Example: previous serious relationship
predicts marital success• What data do we need? (Nisbett & Ross, 1980)
– married, previous relationship– divorced, no previous relationship– married, no previous relationship– divorced, previous relationship
Making Inferences• four phases of inference processes
(Fiske, 2004)
– 2. sampling• only friends and people you know or a
larger sample?• pay attention to base rates
Making Inferences• four phases of inference processes
(Fiske, 2004)
– 3. coding• separation: divorce or ongoing marriage?• tend to be misled by extreme values (i.e.,
outliers)– e.g., a person married and divorced six times
Making Inferences• four phases of inference processes
(Fiske, 2004)
– 4. combining data•diagnostic (e.g., previous marriages) vs.
non-diagnostic (e.g., hobbies, profession) information
• improper weighting of information
Processing Social Information
• two different social goals – need to be accurate– need to be decisive
Processing Social Information
• two different social goals – need to be accurate– need to be decisive
• heuristics: simple decision rules for processing information and making decisions (i.e., rules of thumb)
Heuristics• look at your answers to the first
problem– homicide (7.9) vs. diabetes (23.3)– digestive system cancer (47.7) vs. motor
vehicle accidents (16.5)– strokes (60.3) vs. all accidents (35.8)– all cancers (211.4) vs. heart disease (276.4)
(rates are per 100,000 people; 1996)
Heuristics• availability heuristic: a
judgment based on the ease with which they can bring something to mind
• “If I can think of it, it must be important.”
Heuristics• availability heuristic
– heart disease: 3 vs. 8 risk factors– Who feels more at risk for heart
disease?
(Rothman & Schwarz, 1998)
Heuristics• look at your answers to the second
problem– a. Linda is a bank teller.– b. Linda is a bank teller and active in
the feminist movement.
Heuristics• representative heuristic: a
judgment based on an object’s (i.e., person, thing) resemblance to a particular category– the more similar the object is to a
category, the more likely it is to be a member of that category
Heuristics• representative heuristic
– ignore the base rate information– but, it is often a useful heuristic
Heuristics• look at your answers to the third
problem– Who is more upset? Mr. Crane or Mr.
Tees?
Heuristics• simulation heuristic: mentally
changing some aspect of the past as a way of imagining what might have been– the easier it is to imagine how things
might have been otherwise, the more tragic it seems
Heuristics• simulation heuristic
– examined tapes of 41 athletes from ‘92 Games
– judges rated athletes on scales from “agony” to “ecstasy”
– bronze medalists happier than silver medalists
(Medvec, Madey, & Gilovich, 1995)
Heuristics• simulation heuristic
– people mentally undo action easier than inaction (Kahneman & Miller, 1986)• e.g., feel worse about saying something
inappropriate than failing to say something appropriate
Heuristics• look at your answer to the fourth
problem– Program A or Program B?
Heuristics• framing effect: how we process
information depends on how the information is presented (or framed)– gains: likely to be risk-averse– losses: likely to be risk-seeking
Heuristics• anchoring-and-adjustment
heuristic: in estimating numerical values (e.g., frequencies, probabilities), people use a starting point and adjust up or down– e.g., murder trials: first consider most
or least severe punishment (Greenberg, Williams, O’Brien, 1986)
Automatic or Controlled?• “Thinking is for doing.” (Fiske, 1992)
– social cognition is practical– social interaction goals influence the
degree of automaticity or control• decisive or accurate?
Automaticity• preconscious automaticity:
mental action that occurs outside of one’s conscious awareness– gold standard of automatic processes– subliminal priming affects liking
(Murphy, Monahan, & Zajonc, 1995)
Automaticity
-0.8-0.6-0.4-0.2
00.20.40.60.8
1
]
PositiveNo PrimeNegative
0 1 3
Number of Exposures
Liki
ng R
atin
gs
(Murphy, Monahan, & Zajonc, 1995)
Automaticity• postconscious automaticity: the
stimulus eliciting an effect is fully conscious, but its influence is not
Automaticity• postconscious automaticity
– postconscious priming• What kind of person is Donald? (Higgins,
Rholes, & Jones, 1977)
Automaticity• postconscious automaticity
– postconscious priming– mood effects (e.g., Forgas, 1998)
• students in library found pictures in an envelope
• humorous cartoons or car accidents• stranger approached and requested some
paper• negative mood: more likely to resist the
request
Automaticity• postconscious automaticity
– postconscious priming– mood effects (e.g., Forgas, 1998)
– salience effects (e.g., Taylor & Fiske, 1975)• Who is more important to the tone and
content of the conversation?
Automaticity
(Taylor & Fiske, 1975)
Controlled Responses• fully intentional control
– to exercise intent, a person must• a) have options• b) make the hard choice (i.e., the non-
dominant alternative)• c) pay attention
(Fiske, 1989)
Controlled Responses• fully intentional control
– getting out of bed on a cold, dark morning• a) get up or stay put• b) make the choice to get up• c) thinking about what was has to get
done
Dealing with Limitations• ways to become better thinkers
– statistical reasoning• e.g., pay attention to the base rates
– law of large numbers• a large sample size is better (i.e., more
accurate)– be critical consumers of information
Summary• processing social information is
flawed• two goals: accuracy and decisiveness• heuristics are adaptive but flawed• most of our mental processing is
automatic• ways of improving the process
Next Time• How do we think about other
people and their behavior?