Concept
The mental representation of an object, event, or idea (makes things organized)
Categories
Clusters of interrelated concepts
Definition-based categorization
Membership in a category is all-or-none and all members are equal
Graded membership
Members of category vary in typicality; some things are better fit than others; sentence verification technique
Prototypes
Mental representations of an average category member; classification by resemblance; explains graded membership; more difference = more response time
Exemplars
Categorization made by comparing stimulus to an available example from memory (ie. whatever comes to mind)
What is the difference between prototypes and exemplars?
Prototypes provide information about typicality, exemplars provide information about variability within a category
Semantic networks
Categories and concepts organized from general to more specific in a semantic network; superordinate to basic to subordinate
Lexical decision task
Are both of the following real words?; can either be 1 word and 1 non word, 2 unrelated real words, or 2 related real words
Linguistic relativity hypothesis
Language influences how we experience the world
Categorical perception
Faster and more accurate discrimination of stimuli that straddle a colour boundary
Universalist view
Common repertoire of thought and perception that then influences all languages; languages guide what we pay attention to, then attention shapes our cognition; languages evolve along predictable lines
Algorithms
Strategies based on following a series of rules; like a computer, uncommon
Heuristics
Strategies that rely on our prior experiences; educated guesses, mental shortcuts
Mental set
Can result from rote learning during problem solving with no deeper understanding of problem developed; routine; something we are used to that usually works until something is changed
Functional fixedness
Occurs when an individual can only think of an object’s most obvious function rather than thinking outside the box
Conjugation fallacy
Mistaken belief that finding a specific member in two overlapping categories is more likely than finding any member of one of the larger, general categories
Representative heuristic
Making judgements of likelihood based on how well an example represents a specific category; probability substituted for resemblance; law of small numbers; gambler’s fallacy
Base-rate neglect
Participants are asked if someone is chosen at random from 70 lawyers and 30 engineers, what is their likely profession; if participants are given descriptions of certain individuals, participants ignored base rate information and chose based on the descriptions; decided based on whether the person resembles their conception of a lawyer or engineer, rather than using base-rate likelihood
Availability heuristic
Estimating the frequency of an event based on how easily examples of it come to mind; frequency information substituted with ease of examples coming to mind; constant media exposure to certain events can provide an example that is ‘top of mind’
Emotion-based decisions
Emotional memories are particularly influential for our availability heuristic
Framing questions
Changing how a question is asked often changes the result
Framing of outcomes
When things are framed as a loss, people become more risk averse and try to alleviate that loss
How is framing used in the real world?
Political polls; sales and negotiating tactics; anchoring effect