Accessability (sept.14)

Question 1

What is activation?

Answer 1

retrieval of an element of social knowledge (schema) from long term memory

Question 2

What are the determinants of activitation?

Answer 2

(1) possession of the schema
(2) applicability
(3) accessability

Question 3

What is applicability?

Answer 3

overlap or fit between the features of a stimulus and the features of some stored knowledge (schema)
- knowledge triggered by stimulus = bottom up

Question 4

What is accessability?

Answer 4

activation readiness of stored knowledge (schemas)

- top-down influence

Question 5

What are the two types of accessability?

Answer 5

• chronic accessability

- temporary accessability

Question 6

What is chronic accessability?

Answer 6

certain ideas always ready to be activated
ex people are more likely to remember common or chronic words from an excerpt or description list
ex stroop test

Question 7

What is the stroop test?

Answer 7

color word does not match the ink color, but the word catches our attention first
- common words slow processing of the ink color down more than uncommon words

Question 8

What is temporary accessability?

Answer 8

priming to activate some social knowledge (schema)

Question 9

Temporary Accessability Example (priming a script)

Answer 9

• male participants given “boy meets girl” or control story (prime)
• conversation with female confederate
• primed subjects were more friendly and flirty

Question 10

Temporary Accessability Example (problem solving mindset)

Answer 10

• a carton of eggs vs. a carton and eggs (prime)
• mount a candle to a wall with tacks and a box of matches
• ‘of’ = 20% solved
• ‘and’ = 80% solved because they saw the match as part of the solution, not simply the container for the matches

Question 11

Temporary Accessability Example (rudeness)

Answer 11

• participants given scrambled sentence about rudeness or politeness (prime)
• had to give sentences back to experimenter who was deep in convo, do they interupt or not?
• polite = 20%, control = 40%, rude = 60%

Question 12

What is spreading activation?

Answer 12

activation of one schema spreads to related concepts in your assocaite network, triggering more schemas

Question 13

Spreading Activation Experiment

Answer 13

• participants were measured on a scale of “likelihood to sexually harass”
• primed with sex-words or power-words
• for sexual predators, the prime of sex or power words made them quicker to say the inverse showing they were linked in their brain and led to quicker activation