Unit 5: Memory & Judgment, Semantic Memory Flashcards
What is the implicit memory and memory judgment (mere exposure) study by Zajonc (1969)?
study: view a set of Chinese characters, subliminal exposure (4 msec/character)
test: recognition (2IFC - exposed vs new) or preference judgment (2IFC - exposed vs new)
results: recognition at chance, in preference judgment 65% favored exposed character
What is the explanation of the Zajonc (1969) study?
(even subliminal) exposure facilities subsequent processing fluency, i.e., speed and easy of processing
evidence for fluency: repetition priming effects on tasks like lexical decision and perceptual identification
people are sensitive to between-item differences in fluency, though not necessarily aware of their origins
other things being equal, people tend to attribute positive things, fluently processed stimuli
What memory and perceptual judgments are impacted by fluency effects?
recognition
recency
frequency
loudness
What non-mnemonic judgments are impacted by fluency effects?
liking/preferences
truth
fame
real-world estimates
What is the “availability bias” in populations estimation?
people tend to under estimate populations of large, obscure countries
people tend to overestimate populations of small, well-known countries
What is a possible explanation for availability bias?
domain-specific knowledge and fluency-based intuitions can influence real-world estimation
What is a possible explanation for availability bias for populations estimation?
people use fluency/familiarity/availability to gauge relative population size
assumption: better known countries have larger populations then less-well known countries
What is the terminology of availability?
Tversky & Kahneman (1973) identified the “availability heuristic”
when ease-of-retrieval used to estimate frequency or probability of events
What is a generalization of availability?
ease-of-retrieval does not equal fluency and familiarity
“availability” used in situations in which fluency is found to affect judgment and decision making
What is the logic of the availability (fluency, familiarity)?
assume: propx correlates with memory
goal: propx for itemi?
mechanism: assesses availability of info for itemi, use assessment as index of propx for itemi
What is the study by Brown & Siegler (1992) study on implicit memory and real-estimation?
background: availability might be a good cue for estimating population; but is it used?
reason: population and media exposure highly correlated
prediction: estimated population should correlate strongly with rated knowledge (a proxy for availability)
What was the method of the study by Brown & Siegler (1992) study on implicit memory and real-estimation?
materials: 100 countries
participants: 24 CMU undergrads
tasks: rate knowledge, estimate population
What were the results of the study by Brown & Siegler (1992) study on implicit memory and real-estimation?
important results: as predicted there was a strong bias that is not in line with reality
interpretation: pop-estimates based in availability-base intuitions
What is the interpretation of availability and population estimation?
population estimates based in availability-base intuitions
What is an alternative interpretation of availability and population estimation?
people hold pre-existing beliefs about the size of well-known countries
these beliefs are biased by media coverage
people infer that unknown countries are small
people can and do justify their estimates with reference to task relevant knowledge
size categories are often mentioned
comparisons with other countries also occur
What is the study on availability by Brown, Cui & Gordon (2002)?
aim: determine whether population estimation is sensitive to priming, as availability account predicts
method:
Phase 1 – rate knowledge (52 countries, primed set)
Phase 2 – estimate populations (52 primed countries and 52 unprimed countries)
What were the results of the study on availability by Brown, Cui & Gordon (2002)?
availability prediction: primed > unprimed
results: knowledge rates increased availability/fluency in primed set; availability/fluency influenced estimation process
What is the fatality estimates experiment on availability?
task: how many Canadians died of CauseX last year?
results: reasonable correlation between estimated and true fatality rate
availability bias: holding true frequency constant, more vivid causes elicit increased estimates
What are the determinants of the importance of availability?
actual/perceived correlation between propx and memory
quantity and credibility of competing information
What are judgment/estimation tasks that sometimes display an availability bias?
recency (dates, recognition)
truth
fatality rates
frequency
probability
corporate sales
wealth
population
What are judgment/estimation tasks that do not display an availability bias?
age, distance, area, latitude, longitude
What is the summary of implicit memory and judgement that was discussed in class?
prior exposure (priming) facilitates subsequent processing (increased fluency)
people are sensitive to differences in fluency
fluency/availability (sometimes) treated as important cue to the value of target property
this happens when: prop x correlates with memory, other task-relevant information sparse/non-predictive
use of fluency/availability in judgment often produces biased performance
reason: many factors impact availability
for example: cultural and physical distance, economic power, and group conflict affect rated knowledge, but do not necessarily correlated with actual population
What is the original definition of semantic memory?
semantic memory is the memory necessary for the use of language
it is a mental thesaurus, organized knowledge a person possesses about words and other verbal symbols, their meaning and referents, about relations among them, and about rules, formulas, and algorithms for the manipulation of these symbols, concepts and relations
What are the contents of semantic memory?
we “know” many, many things
word meanings (< 20K), geography, history, sports, pop culture, genealogy, social relations, biological facts, etc, etc,
most of this knowledge: easily and readily accessed, decontextualized