COMM 104 Lecture 18Outline of Past LectureI. Persuasion in Public CommunicationII. Two Route ThinkingOutline of Current LectureI. Cognitive HeuristicsII. Types of Cognitive HeuristicsI. Cognitive Heuristics are short ways to make decisions without taking the time to thoroughly examine the choices. These are used naturally to make easier decisions on a day to day basis. II. There are several different types of Cognitive Heuristics such as:a. Satisficing: looking for options, then accepting the one that is good enoughb. Temporizing: choosing an option the is good enough for the time-being even if it isn't the best long term choicec. Affect: making a choice based on an instinct or natural reactiond. Simulation: weighing options based on the likely outcomes e. Availability: choosing an option based upon past memories and experiencesf. Association: making connections between ideas and concepts based on memories and impressionsThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.g. Stereotyping: making a sudden judgement based on biases or predetermined opinions of a grouph. Us vs. Them: narrowing choices to two options and picking the one that your opposition would agree with the leasti. Power Differential: making a decision because someone of a high power position believes it is the best optionj. Anchoring with Adjustment: sticking with a decision until new information changes your mind based on those findingsk. Illusion of Control: believing we have more control in a given situation than reality allows us to havel. Optimistic Bias: believing the risk of negative consequences is much less than it actually ism. Eliminating by Aspect: one specific characteristic of an option makes it no longer under considerationn. Loss & Risk Aversion: sticking to the normal choice in order to avoid loss and
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