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Impression Formation

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by

Rushell Banton

on 11 March 2015

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Transcript of Impression Formation

Impression Formation
Intoduction
Fiske & Neuburg (1990)
Assumptions:
• Perceivers prioritize category-based processes
• Perceivers are active
• Piecemeal-based impressions take much longer
• Category-based impressions are more cognitively
efficient
• Once a perceiver has begun to categorize, piecemeal
impressions become less likely
Impression Formation Models
Brewer or Fiske & Neuberg?
What is an Impression?
An idea,feeling or opinion about something or someone esp one formed without conscious thought or on the basis of little evidence. An effect produced on someone.
Impression Formation
How do we form judgements and impressions of
people?
• Are some types of information more important than
others?
• What are the approaches to the study of impression
formation?

Both models are serial in nature; they make the assumption that social categorization occurs automatically, and that the category-based judgements usually dominate impression formation. Only when an individual is motivated to do so or when categorical information is insufficient does a perceiver turn to individuating information to form an impression.
Brewer's Dual Process Model
Brewer’s dual process model proposes that perceiver engages in one of two processes during impression formation; a top down category-based evaluation driven process or a bottom-up individual-based evaluation driven process. The model leaves the perceiver with an either-or evaluation process; either the perceiver makes a category-based judgement or an individual –based judgement.
Models of Impression Formation
Brewer or Fiske & Neuberg?
Conclusion
Fiske and Neberg vs Brewer
In top-down approaches, knowledge or expectations are used to guide processing. Bottom-up approaches, however, are more like the structuralist approach, piecing together data until a bigger picture is arrived at.
Full transcript