2. Information Processing Models: 2.1 Categorization and Schema Theories Flashcards Preview

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Flashcards in 2. Information Processing Models: 2.1 Categorization and Schema Theories Deck (7)
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1
Q

Types of Human memory

A

Cognitive psychologists describe various types of memory and thus different types of learning.

2
Q

Cognitive Networks

A

Individual knowledge units in the network of structural conceptual knowledge: mental concepts, categories and schemas

3
Q

Semantic Networks Models

(a) Concepts

A

The human semantic memory is organized as a network that includes: factual knowledge, integration rules and analytical problem solving patterns

Associative network: (which is composed of nodes and links) 


  • Nodes represent individual concepts (e.g. attributes, objects) and are linked
  • through associations/ connections of different type and intensity
  • hierarchical structure is assumed
4
Q

Piecemeal- and Category-Based Information Processing

(b) Category

Definition: Categorization

A

Categorization:

  • Evaluating whether a new stimulus is congruent or incongruent to existing schemas in mind
  • Process runs automatically, without cognitive control
5
Q

Exmple:

  1. Category-based processing
  2. Piecemeal-based processing
A

Category-based processing:

  • General image is transferred on the product, e.g., your thoughts about hospitals, doctors. You transfer all this on the ad and the brand without much thinking.
  • Or maybe, you look on whether the ad is typical for advertising and transfer your category knowledge of advertising on the ad.

Piecemeal-based processing:

  • If a person perceives incongruence (and is also willing to use some cognitive effort), the person will use piecemeal-based processing: Read the ad carefully through, evaluate what the message is, e.g., realize it’s black humor, a sign of cultural knowledge … and whether she likes this.
6
Q

Schema Theory

(c) Schema

Adaption

A

Assimilation:

  • new stimuli will be integrated into existing category
  • if necessary will be reinterpreted (existing schemas sufficient)

Accommodation:

  • if a new stimulus does not fit into existing schemas (assimilation), they must be extended, or a new schema is established (accommodation)
  • accommodation occurs when assimilation fails

7
Q

Schema-Congruity-Effect

A

Congruity:

Information about a new stimulus is congruent with expectations for a stimulus category

  • positive sense of familiarity (weak)
  • this feeling spills over to the new stimulus

Moderate Incongruity:

The constellation is somewhat surprising.

  • people perceive such stimuli as interesting
  • an explanation for the incongruity can be found by increasing cognitive effort
  • the stimulus can be included in an existing category (= assimilation)
  • because the recipient has an experience of success, a positive emotion results

Strong Incongruity:

Strong mismatch between a new stimulus and expectations.

  • the recipient can either assign the stimulus to an alternative schema, try to expand an existing schema or form a subschema (= accommodation)
  • if he succeeds, he feels a strong positive emotion 

  • if he fails, a feeling of frustration and helplessness occurs;