| Chapter 1 We all think in different ways. Some of the factors leading to these differences are: Personality influences Cultural influences Personal experiences: need minimum knowledge base; existing knowledge may bias the perception of the present information Limited cognitive capacity: Automatic thought processes: inflexible but can consider large amount of information Conscious thought processes: flexible but limited in the amount of information it can deal with Expectations of the situation Context: Power of the situation (Milgram's experiment) Perceptual illusions: the more similiar to the stimulus, the more influence the context exerts Primacy effect: information presented first is often given more weight Recency effect: information presented last is often more available in memory Halo effect: tend to assume that a person's characteristics are consistent across different dimensions |
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