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Social Cognition: Shortcuts or Shortcomings?
Transcript of Social Cognition: Shortcuts or Shortcomings?
Anchoring The Subconscious and the Routine
Scripts But sometimes it can get us into trouble when we
remain on auto-pilot when we should be paying attention A mental exercise Pick a number from 1-9. Subtract 5. Multiply by 3. Square the number (multiply it by itself) Add the digits until you get only one digit.
144 ---> 1 + 4 + 4 = 9
64 —> 6 + 4 = 10
10 —> 1 + 0 = 1 If the number you get is less than 5,
If the number you get is more than 5,
subtract 4. Multiply by 2. Subtract 6. Map the digit to a letter of the alphabet.
1 = A, 2 = B, 3 = C, 4 = D, 5 = E,
and so on Pick the name of a country that
starts with that letter. Take the second letter in the country’s
name and think of the name of an
animal that starts with that letter. Write down the of the color of that animal. Then there are those pesky mirror neurons What happens when routines are broken? Confusion
= Susceptible to Suggestion Cheetos & Chopsticks Vallacher and Wegner (1985): Some students were instructed to eat Cheetos either with their hands or with a pair of chopsticks.
Those in the chopstick condition were more susceptible to social influence. Action-Identification Theory Hey Mister, can you spare....? Santos, et al. (1994) found that asking for "17 cents" or "37 cents" was more effective than asking for a "quarter" or "any change."
37% vs. 23%
Unconventional requests promoted compliance. Pique technique Line, please...! Brain starts looking for suggestions
Other people Social Cues Schacter & Singer (1962) Ephinephrine studies IV1: Expectation, Placebo vs.
Ephineprine Misinformed IV2: Social Environment
Angry confederate Expectations and Environment interacted for those informed, but the uninformed's reactions were determined by environment. So throw them a line... Davis and Knowles (1999) told customers that a package of eight cards sold for $3.00, and subsequently made sales to approximately 40% of customers.
When they told customers that "the price of eight cards is 300 pennies, which is a bargain," then sales doubled to 80% of customers.
Now how about some half-cakes? I hear they are delicious. How we learn - socially
We mimic others
Even if not physically our brain mirrors others
Why does this matter?
If looking to others for cues... Matching expectations And what if.... What does this have to do with scams? Would you like the insurance with your rental? How about the extended warranty? Don't have to violate expectations to take advantage of mental shortcuts Disrupt-then-reframe Technique Name your price.... Foolish mistake-makers?