chapter 8

• Cognition: thinking and using knowledge
• Choice Blindness


  when people are blind to their own choice and experiences
• attention

  • preattentive process: stand out immediately
  • attentive process: one that requires searching through the items
• change blindness


  failure to detect changes
• spreading activation


  a model for the association of ideas and memories based on activating one memory
• Daniel Kahnerman system 1


  quick,automatic processes. save time and energy
• Daniel Kahnerman sistem 2


  evaluating evidence and anything else that requires attention, heavily working on memory.
• representativeness heuristic


  asumetion that an item that look like a member of a category is probably also in that category
• availability heuristic


  tendency to assume that if we easily think of examples of a category then the category must be common
• framing effect


  tendency to answer question differently when it is framed differenty
• sunk cost effect


  the willingness(voluntad) to do something that you don´t want because yo spend money or effort in it
• productivity


  the ability to combine words into new sentences that express an unlimited variety of ideas
• transformational grammar: put into word what you are thinking

  • deep structure: thoughts
  • surface structure: words
• broca´s aphasia


  condition characterized by difficulties in language production
• wernick´s aphasia


  speak in long, complete sentences that make no sense. affect comprehension
• phoneme


  unit of sound such as F or SH
• Morpheme


  unit of meaning (cat + s = cats)
• Word-superiority effect


  Identifying a letter more accurately (precision) when it is part of a word than when it is presented by itself