9 5 Intuition vs Research Theories Methods Social Cognition Lay theories philosophies o Average conception of how things are Intuition is often correct but sometimes misses the complete picture o Ex job interview spilled coffee pratfall Counterintuitive results findings Psychology as a science Media portrayal o opposites attract Facebook Depression Exaggerated claims o Effect size vs significance Theoretical perspectives What influences social behavior o Theory can help guide explanations Power of the situation o Situations matter Ex color of walls season setting temperature social norms Often matter more than personality disposition Social context o Not immediate situation but broader environment socialization Time period in history geography culture Government and legality Learning theory Conditioning o Pairing stimuli response is generated o Reinforcement rewards punishments o Modeling mimicking Cognitive psychology o Information processing o Mind a computer Senses generate input behavior is output Info is filtered organized biased Information processing 2 minds o Conscious Deliverate controllable Slow Reasoning Effortful taxing Flexible o Automatic Fast Evaluations based on gut instinct Effortless Unintentional Automaticity Stable stubborn o Most psychological processes occur automatically Bargh 5 of behaviors governed by conscious control Supported by different theoretical perspectives o Embodied cognition Mind body connection Sensitivie to physical environmental cues Sitting in a hard chair tough negotiation Sales tactic Wobbly chair uncertainty Priming o Spreading activation o Priming activates related concepts ideas in the mind s network Automatic uncontrollable Tied to specific brain regions o Implications for marketing People associate brands with personality and goal pursuits Apple nonconformity innovation creativity IBM traditional responsible smart Apple logo higher performance on creativity tests and express mre creativity motivation
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