Lecture 7 Flashcards
Simply, what are heuristics
Mental shortcuts, rules of thumb
An example of how heuristics can still be useful
It would take you hours to analyse all cereals options at the supermarket. You use other strategies, like the cheapest or the most healthy. In some situations, heuristics can even outperformed more complex thinking.
Explain recognition heuristic
Search rule: search in memory which alternative is recognized and which is not.
Stopping rule: stop when you classified both alternatives
Decision rule: If on is recognized but not the other: larger value
Give an example of how recognition heuristics can outperform more complex decision rules
The player that was recognized the most predicted the winner of the tournament.
Explain “take-the-best” heuristic
Looking for the most valid cue and comparing alternatives. master in health psychology or cultural psychology? you could ask yourself for example which track gives me the best job prospects?
doctors can also use this method if have to make a decision like “should a patient be sent to the coronary care unit or to a regular nursing bed?”
Explain Tallying heuristics
With the example of master in health psychology or cultural psychology?
- Look up cues in any order
- best job prospects?
- most interesting? - Decide for alternative that is favored by most cues
- health II
- cultural II
- social influence III
–) you would then choose social influence
what are social heuristics
Social heuristics = principles of persuasion. Social motives that we have in ourselves, we’re social species, we had to survive as a group in evolution, and group can only function well if rules and principles, these are the principles that helped us survive.
What is the social heuristic of authority
Listening to someone more if has a title, uniform, badges.
Also works with size: Some species will make themselves appear bigger to attract mates. Bigger cars.
What is the social heuristic of scarcity
either limited stock or high demand for something.
depends on type of product and type of scarcity.
lack of stock + things like phones, watches, latops = positive evaluation
high demand + things like chocolate bars, deodorant, shampoo = positive evaluation
related to scarcity, what is the effort heuristic
people rate the quality of an item higher when more effort was invested to create it
effort heuristic : picture of a piece of armor
high resolution: you rely less on the effort heuristic, have all the information available to you to make a judgment.
low resolution: you don’t have enough information, so you have to rely on heuristics
what is the social heuristic of reciprocity
we feel like we owe something in return
- even works when we don’t like the guy
- even works when we reciprocate anonymously
but works best if the guy if gonna know if we reciprocated or not
as part of the reciprocity heuristic, what is the door in the face technique?
people ask a very big request that they think you will decline.
Then, as if they’re doing a “favor”, they ask a smaller request.
And then you want to replicate the favor.
additional study of the one on university campus asking big request and then small request, but what if it’s a different guy asking?
very small percentage agree, even less than if they had just asked the small request itself. Consistency effect.
what is the social heuristics of consistency
having to go convince people of something, then you want to be consistent and to keep that thinking
as part of the consistency heuristics, what is the foot-in-the-door technique?
people ask a small request, like putting a small poster in your window
you start seeing yourself as the person that acts towards a more safe neighborhood
then, person asks for a bigger request like putting a huge sign on their yard.
ok, that’s the kind of person that I am.
chinese school children study: right before the children could take a break.
- FITD: 5 math questions, children say yes, then 20?
- DITF: 100 math questions, children say no, then 20?
Door in the face technique worked better to make them do 20 questions in the end.
FITD (consistency) or DITF (reciprocity) for collectivist vs individualist societies
Foot in the door works better in individualistic societies. Focusing on yourself having a consistent image
Door in the face works better in collectivist societies. Focusing more on group role and group norms being served.
what is the foot in the face technique
2 requests, with or without delay.
if they say yes to the first request, the best is to wait a couple days.
if they say no to the first request, waiting doesn’t help because their guilt has time to disapear
what is framing: gain - loss
If you want to persuade people, 2 ways to frame
1- with the gain they will get if they do something
2- with the loss they will get if they do something.
how do people react to grain frames and loss frames
- when presented with gains, people are more likely to be risk-averse.
- when presented with losses, people are more likely to be risk-preferred
sure or gamble: loss frame vs gain frame
If everything is good (gain frame) = you want to make sure you keep it.
in the lost frame, more ready to gamble to at least have a chance of something better
what is the pique technique
think of “piquer la curiosité”
“can you spare a quarter” vs “can you spare 17 cents”
60% more compliance in strange request condition because interest in piqued. if it was just a normal request, the scripted behaviour would get activated in your head, you might automatically say no by habit
Explain the Disrupt-the-reframe study where they asked people if they wanted to buy Christmas cards for charity
- Salesman asks in a funky way, like “they’re 300 pennies… that’s 3$. It’s a bargain”: your script is DISRUPTED
- As you don’t have a script for that, you’re kinda lost, but then salemans REFRAMES into reason to comply: “that’s 3$. It’s a bargain”
true or false: disrupt-the-reframe works better for sales than nonprofit
disrupt-than-reframe works better for non-profits requests.
Why does the framing “even-a-penny-will-help” convices people to donate
Puts out the explanation of “i can’t afford it”
dialogue involvement: foot-in-the-mouth technique
before asking for a donation, ask people how they feel, and have them respond.
it’s all about dialogue involvement, you need to ask questions and wait for response. dialogue = closeness = changes spript to the one of an acquaintance.
what is nudging
Choice of design facilitating the desired behaviour.
Examples of the default effect
- moving to a new appartment, you can check boxes of amenities you want installed. if boxes are already all checked, you’ll end up checking more boxes than if you had to check them all yourself
-Menu cards with only vegeterian dishes. If you want meat, you have to ask the waiter for it. More people will have the vegeterian option
What are the mechanisms that drive the default effect
- endorsement: you see the default option as a recommendation.
- ease: you see the default option as requiring less effort
- endowment: you don’t want to give up the things that were given to you by default, switching default mode would mean losing something.
- norms: you feel like the default it what most people do.
