Week 5

Question 1

contrast effect

Answer 1

the evaluation of a stimulus contrasts away from another stimulus we see/hear at either the same time (a house and a palace next to each other) or subsequently (e.g. hand from cold to hot water)

Question 2

broken windows theory

Answer 2

signs of disorder induce not only the same disorderly behavior, but also OTHER kinds of disorderly behavior

Question 3

descriptive norm

Answer 3

what other people DO / think / believe

Question 4

injunctive norm

Answer 4

what other people say you SHOULD do / think / believe

Question 5

cross-norm inhibition effect

Answer 5

a norm violating behavior leads to other norm violating behaviors

spraying graffiti –> littering –> stealing for example

Question 6

evaluative conditioning

Answer 6

a conditioned stimulus is repeatedly linked to an unconditioned stimulus, whose (positive) evaluation is then carried over to the conditioned stimulus

Question 7

mere exposure effect

Answer 7

frequently seen or heard stimuli are viewed as more positively

the absence of negative consequences tells us the stimulus presents no danger (rooted in evolution)

Question 8

priming

Answer 8

a stimulus primes a value/goal/attitude/action tendency in memory so that it becomes temporarily more salient. This primed concept is then used to evaluate the subsequent stimulus

Question 9

automatic influences of the environment

Answer 9

1. music
2. smells
3. contrast effect
4. nudging

Question 10

nudging

Answer 10

when the physical environment is altered in such a way that it influences behavior predictably

e.g. people automatically aim at the fly in the urinal

Question 11

automatic influence

Answer 11

When people are aware of a stimulus, but unaware that this stimulus influences them. OR they are aware of the stimulus but that stimulus influences them automatically

Question 12

conditioned stimulus

Answer 12

something that you want to change the evaluation of / you want to transfer a positive or negative evaluation to (e.g. a product)

Question 13

unconditioned stimulus

Answer 13

something that we evaluate positively or negative which then is associated with its accompanying conditioned stimulus (e.g. nice music or a celeb)

Question 14

semantic priming

Answer 14

When a word activated other words with similar meaning (e.g. a duck activated the names of other waterfowl such as swan or geese)

Question 15

construal/conceptual priming

Answer 15

when words are used to color our subsequent interpretation of a situation/stimulus

Question 16

goal priming

Answer 16

activating a goal by exposure to a prime that makes this goal more salient

e.g. when we prime ‘passing an exam’ –> we study harder for our exam

Question 17

behavioral priming

Answer 17

activating a particular behavior by exposure to a prime that makes this behavior more likely (e.g. walking more slowly after being primed with stereotypes of old people)

Question 18

associative priming

Answer 18

activating a concept by exposure to a prime that is closely related (and often associated) to it –> cats and …

(dogs)

Question 19

subliminal priming

Answer 19

when a word or image is very briefly flashed on screen, so fast that the participant is unconscious of it BUT does process it in their memory

Question 20

2 factors of environmental congruence

Answer 20

• Relevance –> does the music/smell make it EASIER to recognize and understand product or situation
• Expectation –> does the music/smell match our framework of knowledge about a situation/product

Question 21

social norms

Answer 21

a shared and accepted way of thinking, feeling and behaving

Question 22

2 functions of social conformity

Answer 22

1. Informational function –> forming an accurate and correct picture of reality where other people’s opinions and behavior give us information on the correct way to behave
2. Social function –> we want to live in a social environment that does not REJECT us, we want to gain approval

Question 23

3 psychological goals of social norms (Cialdini)

Answer 23

1. form a reliable and accurate picture of reality
2. we want to live in a social environment that is supportive and shares our norms and values
3. we want to create a positive self-image by conforming to what important others think we should do

Question 24

pluralistic ignorance

Answer 24

a situation in which a majority of group members privately reject a norm, but incorrectly assume that most others accept it, and therefore go along with it

= incorrectly thinking that most people DISAGREE with you

Question 25

false-consensus effect

Answer 25

the tendency to overestimate the number of people who share our own behavioral beliefs/opinions/preferences

= incorrectly thinking that most other people AGREE with you

Question 26

social norms marketing

Answer 26

communicating the ‘correct’ descriptive/injunctive norm to counter the false-consensus and pluralistic ignorance effect

Question 27

role models

Answer 27

people who serve as examples of a certain quality, goal or ideal. they are worth following and imitating

Question 28

social comparison theory

Answer 28

we constantly compare ourselves to others as a way to asses ourselves. these comparisons show us how our abilities compare to others in a group

Question 29

upward/downward comparison

Answer 29

upward: examine others who do slightly better than yourself
downward: examining others who do less well than you

Question 30

3 motives for social comparison

Answer 30

1. To form an accurate image of ourselves (how are we doing compared to others)
2. To learn from others
3. To feel good about ourselves

Question 31

3 factors determining whether the 3 social comparison motives can be satisfied

Answer 31

1. Domain relevance (do we care that someone is better or worse/is it in our field of care)
2. Psychological proximity (identification)
3. Feasiblity of imitating the behavior

Question 32

3 factors that determine whether it’s feasible to imitate a behavior from a model

Answer 32

1. Perceived similarity with the model
2. The time we have to accomplish the same achievement
3. Self-efficacy

Question 33

adaptation-level theory

Answer 33

similar to contrast effect

we draw upon previous / surrounding stimuli as a framework of reference for the evaluation of new stimuli

Question 34

what heuristic is linked to the contrast effect?

Answer 34

anchoring and adjustment

Question 35

objective threshold in subliminal priming

Answer 35

threshold below which no one can observe the prime

Question 36

subjective threshold in subliminal priming

Answer 36

the threshold for which people do not consciously see something, but the stimulus has an effect on memory processes

Question 37

When can a minority have influence

Answer 37

persistence, good arguments and a focus on what the minority has in common with the majority