Lecture 2

Question 1

Memory function

Answer 1

Storing information but also encoding it as you are hearing it. So you can retrieve the information at another time.

Question 2

Sensory Memory

Answer 2

Very quick, you do not pay conscious attention.

Question 3

Working memory

Answer 3

Anything you pay attention to.

Question 4

Long term memory

Answer 4

Only via working memory can something go into your long-term memory.

Question 5

Retrieval process

Answer 5

Go’s from your long-term memory stage to your working memory stage.

Question 6

Explicit Long term memory

Answer 6

What we can consciously bring to mind: what is available and accessible.

Fairly easy to assess.

Question 7

Implicit Long term memory

Answer 7

What is mentally available, but not consciously accessed: when previous experiences or encounter with a stimulus facilitate subsequent stimulus-related performance.

Harder to asses.

Question 8

Encoding information

Answer 8

Refers to the process involved in getting the information into the system by transforming an external stimulus into an internal representation. Which allows us to retain it in the cognitive system.

Question 9

Atkinsons model of information

Answer 9

Sensory memory -> working memory -> long-term memory

Question 10

Attitudes

Answer 10

Are evaluative responses, directed towards some attitude object and are based on (ABC):

a. Affective/emotional information
b. Behavioral information
c. Cognitive information

Question 11

Examples of attitude objects

Answer 11

1. Can be abstract (e.g. materialism)
2. Can be concrete (e.g. audi)
3. Can be individuals
4. Can be categories (candy)

Question 12

Cognitive evaluative responses

Answer 12

Consists of the beliefs people hold about the attitude object

Question 13

Emotional/affective evaluative responses

Answer 13

Consists of the feelings, moods and emotions people experience when confronted with the attitude object.

Question 14

Behavioral evaluative responses

Answer 14

Consist the intention to act or the overt actions people perform in relation to an attitude object.

Question 15

Implicit attitudes

Answer 15

Evaluations of which individuals are not aware of and which influence (re)actions over which they have little or no control.

Question 16

Explicit attitudes

Answer 16

Evaluations of which the individual is consciously aware and which can be expressed using self-report measures.

Question 17

Characteristics of stronger attitudes

Answer 17

1. Higher stability overtime
2. Greater impact on behavior
3. Greater influence on information processing
4. Greater resistance to persuasion

Question 18

Determinants of attitude strength are:

Answer 18

1. Cognitive accessibility
2. Attitude importance
3. Attitude certainty
4. Attitudinal ambivalence
5. evaluative-cognitive consistency

Question 19

Cognitive accessibility

Answer 19

Refers to how easily or quickly the attitude can be retrieved from memory

Question 20

Attitude importance

Answer 20

How deeply someone cares about it.

Question 21

Attitude certainty

Answer 21

Refers to the confidence individuals have in the validity of correctness of their own attitude.

Question 22

Attitude Ambivalence

Answer 22

Involves a state in which an individual gives an attitude object equivalently strong positive or negative evaluation

Question 23

Evaluative-cognitive consistency

Answer 23

Refers to the consistency between people’s attitudes towards an attitude object and the evaluative implications of their beliefs about the object. High consistent -> lower social influence.

Question 24

Mere exposure effect

Answer 24

Exposure to an unfamiliar and novel stimuli becomes more positive with increasing the frequency of exposure.

Question 25

Four functions of attitudes

Answer 25

1. Adjustment function
2. Value-expressive function
3. Ego-defense function
4. Knowledge function

Question 26

Adjustment function

Answer 26

Attitudes help us to maximize our rewards and minimize penalties in interactions with our environment

Question 27

Value-expressive function

Answer 27

Attitudes reflect values that are central to someone’s self-concept and expressing these attitudes might help someone to maintain relationships with important groups

Question 28

Ego-defense function

Answer 28

Attitudes can help us protect our self-esteem by avoiding acknowledgement that we and our environment aren’t always perfect.

Question 29

Knowledge function

Answer 29

Attitudes provide frames of reference for understanding the world around us.

Question 30

Primacy short-term memory

Answer 30

More time to reharse

Question 31

Recency short-term memory

Answer 31

More accessible

Question 32

Perceptual processing

Answer 32

Visual analysis

Question 33

Phonemic processing

Answer 33

Auditory analysis

Question 34

Deep processing

Answer 34

Semantic analysis

Question 35

Inference in memory

Answer 35

1. Pro-active interference (early interferes with later)

2. Retroactive interference (later interferes with later)

Question 36

Mistaking false for true

Answer 36

During information processing pieces of information may get lost. Or during retrieval; pieces of information are not accurately retrieved.

Question 37

Wear-in effect

Answer 37

Initially, no effect of advertising. After a period of repeated exposure increased impact of advertising.

Question 38

Classical conditioning

Answer 38

Learning that one stimulus signals the occurrence of the second stimulus. (Whistle food & dog)

Question 39

Operant conditioning

Answer 39

Learning behavior with reward and punishment. (Light, food, mouse)

Question 40

Evaluative conditioning

Answer 40

Learning attitudes. Positive attitude from positive stimulus is transferred to neutral object.

Via misattribution. Build a connection in memory; strong link between brand/product and the unconditioned stimulus.

Question 41

Cognitive dissonance

Answer 41

Can change a negative attitude into a positive one through behavior.

Question 42

Foot-in-the-door

Answer 42

Agree to a small request; more likely to agree to larger request.