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| Procedures guaranteed to solve a problem. Take longer but are more accurate |
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| One type of heuristic for judging likelihood in which we try to assess the likelihood that a particular event will occur by relying on the easy in which relevant exemplars can be retrieved. Thus, we substitute ease of recall for a systematic assessment of the probability of occurrence. |
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1. capacity of STM increased by chunking
2. a "chunk" is a "meaningful unit of information" (can also be single letter) |
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| Consider meaning and make connections between item and old info |
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| memory for personal knowledge |
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| memory of facts and experiences that one can consciously know and declare, also called declarative memory. |
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The influence of the various ways a problem may be put.
Response to advertisement are also sensitive to this effect; hamburgers sell at a much slower slower rate when described as 90 percent lean versus 10 percent fat. |
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| inability to see alternate uses/solutions for a problems |
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| Simple and efficient rules of thumb that work well in most decision-making circumstances. |
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| retention independent of conscious recollection, also called procedural memory. |
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code: semantic (meaning/emotion based)
capacity: large; unlimited
duration: unknown; months, years, entire life |
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| a method of solving a specific problem; not thinking outside of the box |
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| Representativeness Heuristic |
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Definition
One type of heuristic for judging likelihood in which we infer a person's social category from the similarity between that person's appearance and our prototype of a category member.
E.x. "Jane is always fashionably dressed and coiffed, wears makeup, and has manicured nails, so we guess she belongs to a sorority. |
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| memory for general knowledge |
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Definition
1. code: acoustic, visual and SEMANTIC (meaning)
2. capacity: small; 7±2 items (phone #)
3. duration: indefidently, if rehearsed. If info not continually rehearsed, decay=15-30 seconds |
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| tendency to selectively look for information that conforms to our hypothesis and to overlook information that argues against it |
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| Deep, vivid memory in the form of images associated with emotionally arousing events |
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| The assumption that a given item is only uselful for the task that it is designed for. |
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sudden realization of a problems solution
aha moment
example: triangle and chain problems |
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| an original type or instance of something serving as a typical example or standard for other things of the seam category |
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