cognitive approach

• Capacity 


  Amount of material that can be kept in a memory store
• Duration 


  Length of time that material can be kept in the memory store
• Encoding 


  Process of converting information from one form ‘code’ to another so it can stored and used over and over again
• Sensory memory 


  memory store for each of the five senses (smell, touch, feel, see ,hear) the capacity is very large and the duration is very small
• Short term memory 


  Holds around 5-9 of information for about 30 seconds, has limited capacity
• Long term memory 


  permanent store with unlimited capacity and can store up to a life time
• Cue


  A trigger that allows us to access material in memory
• Free recall 


  Individuals generate information without a cue
• Cued recall 


  A cue assists retrieval of information
• Recognition 


  Form of memory retrieval used to identify something based on previous experiences
• remembering 


  The activity of retrieving information from a memory store
• Confabulation 


  When details are added to the memory to fill in gaps to make recall meaningful, this does not include lying
• Rationalisation 


  When parts of the memory are distorted to fit scheme to make memory more meaningful
• Shortening 


  Part of the memory is left out and so overall memory is shorter
• Reconstructive memory


  Pieces of stored info are resembled during recall to produce a memory that makes sense
• Cognitive scripts 


  Information stored in memory that describes the behaviours typical in given situations
• memory scripts 


  Contains knowledge of how a social situation plays out
• Person perception 


  Information stored in memory about which personality characteristics often go together which guides impression of other people
• cognitive bias 


  Errors in how we process information which affect our attention, memory and decision making
• Conformation bias 


  We pay more attention to information which supports our existing beliefs, we seek out and ignore contradictory information
• Fundamental attribution error (FAE)


  In explaining the reasons for other peoples behaviours we focus on their personal characteristics and over look the role of the situation
• Hostile attribution bias (HAB)


  A tendency to assume that someone elses behaviour has an aggressive or antagonise motive when it is actually natural
• aggression 


  Behaviour that is intended to causes psychological or physical harm
• hostile aggression 


  Angry and impulsive aggression usually accompanied by psychological arousal
• instrumental aggression 


  Goal directed and planned aggression, isn’t usually accompanied by physiological aggression
• Verbal aggression 


  Using words to cause psychological harm to another, eg. gossiping
• violent aggression 


  Using physical force to cause physical injury to another person, eg. punching or kicking
• Authority bias

  A tendency to uncritically accept the views of others as we perceive as ‘experts’
• Brand loyalty 


  Sticking to particular company’s product overtime even when there are better alternatives
• direct attribution priming 


  In advertising highlighting the desirable features of a product so the consumer recalls the producer when thinking about the features
• indirect attribute priming 


  Associating a product with a broader context so the consumer recalls the product when they think of the context
• Alpha bias 


  Tendency to exaggerate differences between men and women
• beta bias 


  Tendency to minimise or ignore differences between groups
• Confirmation bias 


  Paying more attention to information which supports our existing beliefs, we may seek to ignore contradictory information
• Androgyny 


  Displaying got a balance of masculine and feminine characteristics in one personality
• Binary 


  Describes a choice of two states, eg. Either on or off
• femininity 


  Traits and behaviours considered appropriate for girls/women in particular culture
• Gender 


  Psychological, social and culture difference between boys/men and girls/women including attitudes, behaviours and social roles
• Gender dysphoria 


  discomfort or stress arising from mismatch between a persons sec and their gender identity, also a clinical diagnosis
• Gender fluid 


  Having a different gender identities at different times, including single-gender and non-binary