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89 Cards in this Set
- Front
- Back
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intelligence
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mental qualitiy consisting of the ability to learn from experience, solve problems, and use knowledge to adapt to new situations
*culturally defined |
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spearmans g
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general intelligence
general problem solving and basic knowledge |
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mental retardation
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IQ below 70 and impairment of basic life skills
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mild retardation
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50-70
6th grade skills |
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moderate retardation
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35-50
2nd grade skills |
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severe retardation
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20-35
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profound retardation
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below 20
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einstein
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160-180
unique perspective |
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hawking
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wheelchair, can't speak
(260-280) |
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spearman's g doesn't tell us
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computers
athletics street smarts vs book smarts communications problem solving |
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Gardner's eight intelligences
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linguistic
logical/mathematical musical spatial bodily/kinesthetic intrapersonal: knowledge of oneself interpersonal: abillity to communicate with others naturalistic |
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sternberg
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analytical intelligence
creative intelligence practical intelligence |
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analytical intelligence
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academic problem solving abilities (standardized tests)
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creative intelligence
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involve problem solving (microsoft quests)
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practical intelligence
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real life problem solving skills (multiple solutions)
situationally defined |
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social intelligence
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the know-how involved in comprehending social situations and managing oneself successfully (aspergers)
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emotional quotient
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in relation to self and others (or situations)
perceive, manage, understand and use emotions self awareness, enriching interactions, manage sever emotions, read emotional and social cues and overall more successful |
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creativity
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ability to produce novel ideas
-divergent vs. convergent thinking |
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divergent vs convergent thinking
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divergent: process of creating a list of items based on a single input
convergent: process of converting all of the general ideas into specific solutions that form an application |
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5 components of creativity
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expertise
imaginative thinking skills a venturesome personality intrinsic motivation a creative environment |
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intelligence tests
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standardization
reliability validity inflation normal curve |
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reliability
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know what will happen-repeatable
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validity
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measuring what you should be measuring
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inflation
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scores are going up
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standardization
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defining meaninful scores by comparison with the performance of a pretested standardization group
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concepts
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mental grouping
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prototypes
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mental image or best fit we associate with a category
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algorithms
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step by step procedures to a guaranteed solution
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heuristics
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simple, quick and error ridden methods to solve problems
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what makes us feel happy?
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insight
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confirmation bias
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tendency to pay attention to info that supports our preconceptions and ignore that which does not
selective use of evidence |
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fixation
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inability to see things from a fresh perspective
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functional fixedness
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also inability to see novel ways of doing thins (only go by what we know)
person place or thing has only one function |
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fixation on a problem/perspective
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complete disregard of other info
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representative heuristics
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judgments made based on how well they fit our prototypes
what are preconceived emotions are stereotypes assumptions |
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availability heuristics
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make quick decisions based on mentally available info
the faster something comes into your mind the more likely you are to believe its validity -priming .recently hearing, seeing |
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overconfidence
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overestimating the accuracy of our knowledge or judgments
-watching game shows/reality tv -downfall in war |
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framing
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the way an issue or info is presented that might affect decisions and judgments
-1/5 or 20% -clearance |
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belief perseverance
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clinging to beliefs when disproved or discredited
-catholic miracles -all used by marketers -all these=conspiracy |
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priming
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unconscious activiation of association and predisposition may influence memory, one's perception or response
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intuition
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immediate perceived insight without observation or reason
guidebooks on how to hone has its place and accuracy -gut instincts careful of hindsight -non-verbal |
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attention phenomena
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media's ability to direct our attention
fear what is immediate, what we cannot control, what is most recent in memory and what appears to pose the greatest personal risk large numbers and dramatic instances capture our attention to provoke fear response or outary |
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fallacy
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false thought
red haring bandwagon attack peson loaded question straw-man causal either/or isplaced authority hasty generalization |
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bandwagon
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everybody's doin it..
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misplaced authority
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famous people put with product => authority
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red haring
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overwhelming amount of info to lead down certain path or mislead you
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loaded question
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word it to presume something...where are you going to grad school? don't even know if they are going
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straw-man
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built up with intent for you to destroy it
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appeals to emotion
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emotional rousing words
powerful visual images shared belief polar extremes could lead to... appropriate fear appeals: most likely to backfire |
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social psychology
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how marketers utilize social psychology to hook you
assume the audience is an idiot |
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central processing
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pay specific attention to the actual content
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peripheral processing
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gets you to remember product
-jingle, music -most common |
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social influence
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how we are influenced by psychological, conformity, comlpliance and our group behavior
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norm of reciprocity
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more willing to comply after receiving a favor
-like those who like us -unsolicited gifts -money in envelopes |
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door in the face
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form of reciprocity
extreme request that is always rejected follolwed by original intent before you give commitment they give you a better deal |
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social validation
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using beliefs, attitutdes, and actions of others periodically, standard of comparison against which to evaluate the correctness of their own beliefs and attitudes
consistency with what others are doing |
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list technique
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only asked to comply after shown a list of similar others who do
the longer the list the greater the effect (band wagon) |
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foot-in-the-door
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consistency with personal beliefs
ask small request that will be accepted then followup with a larger request peole are more willing to comply with requests that are consistent with a perceived position/belief |
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bait and switch
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works with consistency and commitment
-advertise to get the attention/commitment -advertised product low quality/not in -marsing was shown 2 houses... |
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low ball
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obtain a commitment then change the deal
car dealers-give you a great low price -the reason you decided to buy is removed |
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legitimiztion-of-party-favors
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cognitive dissonance
-consistency with personal belief -a request for something that person CAN give -not giving in would be contrary to personal belief -move up from there |
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physical attractiveness
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promote products-do get more requests
talent, kindness, honesty, intelligence lighter sentences in court |
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similarity
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we like those who are similar to us
salesmen try to be like you more likely to help those who dress like us |
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scarcity rule
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opportunities seem more valuable when less available
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psychological reactance
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we want what we can't have (or shouldn't)
items difficult to possess are better than those that are easy we love freedoms censorship |
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4 most important:
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scarcity
friendship, attractiveness social validation norm of reciprocity -door in the face |
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attribution theory
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situational attribution
dispositional attribution |
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situational attribution
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actions based on situation
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dispositional attribution
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actions based on personality
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fundamental attribution error
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attribute attitude, actions to situation/environment
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Thematic appreciation test
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cards with images to attribute
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pows and brainwashing
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start with something small
-foot in the door |
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zimbardo pison study
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randomly assign guards and inmates
supposed to last 2 wks-lasted 6 days roles consumed personalities-Abu Ghrab all over |
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chamillion effect
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unconsciously mymicing expressions, posture, voice, etc
adapt to group you are in |
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group pressure
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real vs imagined
avoid rejection, social punishment, gain approval |
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greater conformity
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when group of 3 or more
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making people conform:
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feeling incompetent/insecure
group of 3 or more a unanimous group group is of a higher status or more attractive no prior commitment to a response others observe the behavior |
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why do we conform?
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normative social influence
informational social influence when supporting what we believe/value |
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normative social influence
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desire to gain approval
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informational social influence
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willingness to accept another's opinion of reality
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kitty genovese
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stabbed over 10 times in courtyard of apartment over 40 people were aware
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latene darley
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ambiguity
plualistic ignorance -everyone goes along, nobody says otherwise -everybody believes everyone believes -no one believes diffusion of responsibility |
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social validation
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diffusion of responsibility and pluralistic ignorance
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social facilitation
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incrased resonse in the presence of others
-winding reels -green lights -competition=increase -well learned/easy task=incrase response rate -difficult task/learning=decrease response rate |
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social loafting
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diffusion of responsiblity
-tendency to exert less effort when working in group -tug-of-war and making noise -man in individualistic cultures -feel less accountability for actions -view contribution as dispensible |
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deindividuation
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abandoning normal restraints to the power of the group
occurs when people feel excited and anonymous |
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group polarization
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tendency for a group of similar thinkers to enhance prevailing inclinations (possibly to the extreme)
racist students become more racist suicide bombers conspiracy groups fanaticals |
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groupthink
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desire to maintain harmony in the group
no dissenting ideas overconfidence, conformity, polarization |
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obedience
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milgram
-under what conditions are people obedient? -authority figures -production of less than 1% do it (psychopaths) -65% obey to the end -100% obey to 100 v |
