Week 1 - Cognitive Ease & Effort Flashcards
Characteristics System 1
- Fast
- Intuitive
- Easy questions
Characteristics sytem 2
- Slow
- Effortful
- Lazy
- Hard questions
Elaboration Likelihood Model
Two routes from information to attitude change:
1. Peripheral route (system 1)
2. Central route (syste 2)
Which route? Depends on the Elaboration Likelihood
1. High likelihood = Central route
2. Low Likelihood = Peripheral route
What are the four premises of the ELM
- People want to have correct attitudes
- Elaboration likelihood depends on motivation and ability
- Peripheral cues are most influential under low elaboration likelihood
- Attitude via the central route is
* More stable
* Stronger
* More predictive of behavior
Factors that promote the Central Route
- Motivation
* Involvement with topic
* Accountability/responsibility
* Need for cognition/uncertainty reduction - Ability
* Prior knowledge, expertise, intelligence (+)
* Repetition, experience (+)
* Distraction (-)
* Time pressure (-)
Peripheral cues
Secondary features of the information or te context:
* Repetition (logo) = mere exposure effect
* number of arguments (many vs few)
* Source credibility (attractive, famous, reliable, expert)
* Product origin (e.g. wine from France)
* Product characteristics (‘New’, ‘improved recipe’)
* Format/design (e.g. well-designed advert = positive affect)
What is the effect of strong arguments in the central route
They lead to positive thoughts on the opinion expressed in the message
What is the effect of weak arguments in the central route
They lead to negative thoughts on the opinion expressed in the message
When are two-sided reviews considered more credible
Always!
Especially with recipients with low involvement and/or high expertise
How can you measure cognitive effort with pupillometry?
When pupils dilate there is more cognitive effort happening and people are likely to follow system 1, they fall back on:
* Best-choice
* Discounts
* Reviews
What is ego depletion
Self-control / willpower is a limited resource
Ego depletion as prolonged effect of cognitive exertion
Causes of ego depletion
- Thought supression
- Inhibit emotional response
- Inhibit behavioral response
- Trying to impress others
- Making choices that involve conflict
All involve the executive functions such as planning, self-control, monitoring, working memory etc.
Consequences of ego depletion
- Persisting less time in a handgrip task
- Reacting aggresively to provocation
- Deviating from one’s diet
- Overspending on impulsive purchases
- Performing poorly in cognitive tasks and logical decision-making
Schema
Theory about how the social world works
Reason why things that do not seem to have a lot in common can belong to one and the same category
Priming
A prime is a stimulus that facilitates the process of memory search by providing additional retreival cues
Causes spreading of activation in associative network
You have:
* Supraliminal (conscious) primes
* Subliminal (unconscious) primes
When is behavioral priming most effective?
When associated with the target (behavior)
* e.g. finger vs number
* Also gives insight into people’s associations (chocolate = unhealthy, vs Chocolate = omnomnomnomnom)
When activating goal-congruent behavior
Which systems does Brand Placement use?
- Explicit memory = remember seeing [brand name] from the movie clip
- Explicit attitude = how much do you like [brand name] 0-10
- Implicit memory = higher fragment completion rates when shown in movie, regardless of level of placement
- Choice behavior = higher choice rates when shown in movie, regardless of level of placement
Mere exposure effect
Repeated presentation of neutral stimulus leads to a more positive evaluation
* repetition as peripheral cue in advertisement
‘Automatic vigilance’
* People are especially alert to negative stimuli
* Evolutionary advantage
New neutral stimuli
* Repeated presentation without negative consequences
* Classical conditioning = it is safe
Ease of processing
- Happens often and generally results in accurate evaluations
- Normally: ease of processing signals that information is frequent/probable
* But insctructions can change the interpretation of ease
* The interpretation of the feeling matters more than the feeling itself
Easier to process = more convincing
Automatic vigilance
‘Automatic vigilance’
* People are especially alert to negative stimuli
* Evolutionary advantage
