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Summary ALL Lecture Notes for Economic and Consumer Psychology

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All lectures notes and comments made throughout ALL lectures needed in order to pass the course Economic and Consumer Psychology

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  • January 18, 2022
  • 69
  • 2021/2022
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Economic and Consumer Psychology Lectures

Lecture 1: Introduction and Automaticity

Introduction to the Field of Social Cognition

● Social perception
- Seeing people individually or as groups

● Attributions
- Describing processes to events
- Circumstances, etc.

● Decision
- Why we make certain decisions

● Attitudes
- How they form, towards certain things
- Why we like / dislike

Social Cognition: “How people make sense of people (including themselves)”
- Assigning meaning to the world around us

An Example of Socio-Cognitive Research

● Study by Ron Dotsch and Daniel Wigboldus (Radboud University, Nijmegen)
● Virtual reality lab

Virtual Prejudice

● Virtual environment with a bus shelter

● Participant’s task
- Walk up to person and remember word and number combination

● Avatars with white Dutch and Moroccan facial features

- Dutch participants would keep more distance from Moroccan participants

Typical of Contemporary Cognitive Social Psychology

● Experimental lab research on social behaviour
● Cognitive and physiological measurements
● Individual, unconscious, schema-driven behaviour

→ Driven by stereotype, students of Dutch descent keep more distance from
moroccans (than from those of Dutch descent) and have higher skin conductance
(stress)

,Behaviourism vs Social Cognition

● Classic (behaviourist) Perspective

stimulus --------> response
stimulus ---> black box ---> response
- Can't ever test this black box

● Socio-cognitive Perspective

stimulus --->information processing, mental representations (cognitions)---> response
- See brain more as a computer

Social Cognition

Characteristics:

● Mentalism (cognitive representations)
- Takes seriously what is going on in observer’s minds

● Information processing process
- How does it happen, what exactly is going on

● Cross-fertilization (cognitive psychology, neuroscience)
- Use lots of different theories and approaches to narrow on black box

● Relevant ‘real world’ phenomena
- Not all nerdy, geeky studies

Social Cognition: People Are Not Things

People as objects… (as compared to e.g. chairs)
- Intentionally influence their environment
- “Look back”
- Often imply “the self”
- Change, are complex
- Have crucial unobservable traits
- Accuracy of perception is often hard to determine
- Seek explanation / trigger a “search for meaning”

Models of the Social Thinker

1) Consistency Seeker

● Consistency in behaviour, attitudes, self image
● This provides meaning, certainty
● Cognitive dissonance theory (Festinger) (behaviour isn't in line with attitude)

, - $1 versus $20 experiment (Festinger & Carlsmith, 1959)
- Really boring, told to tell new participants it was REALLY cool for either $1 or
$20
- Then asked how much they liked the task (attitude)
- More positive attitude in $1 condition
- $20 condition = task is boring, lied that task is nice, reasonable compensation
= little dissonance
- $1 condition = task is boring, lied that task is nice, quite low compensation =
dissonance
→ change attitude to reduce dissonance (“actually task was quite fun”)

2) Cognitive Miser

● Avoids cognitive effort (lazy, don't want to process information)
● Uses heuristics (rules of thumb) to facilitate judgements
● Relies on schematic information processing (e.g. stereotyping)

3) Naive Scientist

● Wants to figure out causes
● Systematic information processing
● Aimed at making informed, accurate judgements

● Attribution
- E.g. Jones and Davis’s theory
- Why does someone act like that?
- Because that’s the way they are (character)?
- Because they have to (societal pressure)?
→ out-of-role behaviour

4) Motivated Tactician

● Combination of previous 3 models

● When a schema / heuristic?
● Accurate picture / informed decision?

● For example: New smartphone
- Sifting through all tests? → systematic processing
- When do you just use your intuition? (‘friend also has this one’) → heuristic
processing
● Two Factors:
1) Motivation: do you want to create an accurate picture?
2) Cognitive Capacity: can you create an accurate picture?
● Not motivated / incapable → cognitive miser
- I'll take the phone my friend also has
● Motivated + capable → naive scientist
- I go home, check out details, rating websites

, ● Two models of information processing (dual process model)
1) Fast, but somewhat less accurate (System 1)
2) Slow, but more accurate (System 2)

Automaticity

Subliminal Priming

● Vicary (1957)
- Subliminal messages during the film: ‘hungry? eat popcorn’; ‘drink coca cola’
- More popcorn and cola sales during the intermission?

Behavioural Priming

● Aarts & Dijksterhuis (2000)
- Exclusive restaurant photos (vs neutral scenes) makes the norm salient
- Measured how much mess participants made
- Eat properly!

● People start behaving according to the norm
- Fewer crumbs when eating a cracker (when shown nicer restaurants)

● Not necessarily visual
- Also works for smells!

● Lemon-scented all purpose cleaner

Models of the Social Thinker (pt 2)

5) Activated Actor

● Social environment ‘primes’ automatic behaviour, without that people are aware of it

Automaticity

● When do we call something ‘automatic’?
● What types of automaticity are there?

Criteria for Automaticity (Bargh)

1) Unconscious of (could be either one)
- Stimulus (subliminal perception <1/60 sec.)
- Consequence of stimulus

2) Efficient
- Requires little or no attention
- E.g. riding a bike while typing message on phone

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