unit 4

behavior econ

try have people make better decisions by design enviro help e.g. put healthy food closer to cafe entrance

nudge theory

Richard Thale —> libertarian paternalism: still have freedom but guide make better decision, subtle behavioral econ

sludge

business use nudge theory manipulate consumers

prototype

first image come to mind

concept

mental category (e.g. NYT conn)

alg

methodical, logical rule guarantee solve prob e.g. try all combo

heuristic

simple think strat —> efficient e.g. grouping

insight

sudden realize sol, no strat

Kohler experiement

monkey short stick can’t reach fruit grab longer stick; insight e.g.

confirmation bias

tend search info confirm preconception, ignore/distort contradictory info

fixation

unable see prob new perspective —> focus think but lack creative

mental set

tend approach prob one particular way, based past success

representative heuristic

estim likelihood events based prototypes —> maybe ignore other info; usually stereotypes e.g. poetry reader guess eng prof > truck driver, ignore sig more truck drivers

availability heur

estime likelihood events based availability memory —> perceive readily-to-mind events more common

anchoring

stuck on past info e.g. negotiation dep first offer

overconfidence

tend confident > correct, overestimate acc beliefs/judge; inflexible

belief perseverance

stick initial conceptions even after disproven validity of source; hinder personal growth

framing

how issue posed e.g. wording

intuition

gut feeling idea based experience; overfeel underthink

memory

encoding, storage, retrieval

recall

retrieve e.g. frq

recognition

id e.g. mcq

forgetting curve

Ebbinghaus: rehearsal increase —> relearn time decrease

connectionism

interconnected networks, specific mem triggered by specific activate patterns

sensory mem

immediate brief recognize sense info into mem system

short-term mem

mem hold 7 \pm 2 (George Miller) item then store/forget

long-term mem

relatively permanent, limitless store mem sys (mostly in neocortex)

working mem

short-term mem, add conscious active processing to incoming aud/visual info for immediate mental tasks

auto processing

unconsciously encode incidental info e.g. space, time, freq, word defs

effortful processing

encode requires attention + conscious effort

iconic mem

moment sense visual stim, image mem last <1 sec

echoic mem

moment sense auditory stim, recall sounds/words within 3-4 sec

chunking

org info familiar/manageable units easier recall

mnemonics

mem aids/tech e.g. hierarchies (broad concept narrow categories), method of the loci (visual list items in a room)

spacing effect

distribute study better long term reten

mass study

more confident but only short term learning

testing effect

enhance mem after retrieve > rereading info

shallow processing

encode basic level, based on struct/appearance words

deep processing

encode semantically, based on word meaning

frontal lobes

prefrontal cortex manage proc + store explicit mem

flashbulb mem

clear, sustained mem of emo significant event

long term potentiation

strengthen synapse based on recent activity patterns

priming

activate particular association in mem e.g. see yellow think banana fruit

encoding specificity principle

cues/contexts particular mem most effective help recall e.g. can’t recognize teacher at store

mood-congruent mem

tend recall experience same as current good/bad mood e.g. remember past drunk events better when drunk

serial position effect

best recall first (primacy effect) + last (recency effect) items in list

storage decay

retention significant drop first few days learn info then levels off

proactive interference

disruptive effect old learning on new info recall

retroactive interference

disruptive effect new learning on old info recall

repression

basic defense mech banish conscious anxious thought/feel/mem

reconsolidation

prev stored mem are altered slightly when retrieved and stored again

Elizabeth Loftus

id face in pairs —> one pair both new but one sim —> id between the similar two most id latter wrong one

misinformation effect

mislead info distort mem of event e.g. tell someone past sickness from eat spoiled egg salad now less inclined to eat

source amnesia

faulty mem how/when/where info learned/imagined

deja vu

eerie sense experienced before, may cue unconscious trigger retrieve prev experience