Flashcards
Problems with info processing
Flashcards do conjunto (14)
- 1as new alternatives comes along, it is immediately compared to an implicit favouriteimplicit favourite- preferred alternative that the decision maker uses repeatedly as a comparison with other choices (comparing to preferred brand)
- 2it undermines effective decision making because people distort info to favour their implicit favourite over the alternative choicestend to ignore problems with implicit favourites and advantages of alternatives
- 3Biased decision heuristics- human beings have built-in decision heuristics that automatically distort either the probability of outcomes or the value of those outcomesavailability heuristic - a natural tendency to assign higher probabilities to objects or events that are easier to recall from memory, even though ease of recall is also affected by non probability factors (ie. emotional response)
- 4anchoring and adjustment heuristic- a natural tendency for people to be influenced by an initial anchor point such that they do not sufficiently move away from that point as new info is provided (i.e. initial offer price)this bias affects the value we assign to choices and their outcomes
- 5representativeness heuristic- a natural tendency to evaluate probabilities of events or objects by the degree to which they resemble (are rep. of) other events or objects rather than on objective probability informationanother form of rep. heuristic- clustering illusion- tendency to see patterns from a small sample of events, when those events are, in fact, random (basketball shots)
- 6satisficing- selecting an alternative that is satisfactory or "good enough" rather than the alternative that is satisfactory or "good enough"people satisfice when they select the first alternative that exceeds a standard of acceptance for their needs and preferences.
-satisficing partly occurs because alternatives present themselves over time, not all at once (job)
-decision makers rely on sequential evaluation of new alternatives against an implicit favourite.
-This necessary calls for a satisfying decision rule - choose the first alternative that is good enough. - 72nd reason why people engage in satisfying rather than maximization is that they lack capacity and motivation to process the huge volume of info required to identify best choice.people like choices, but when faced with too many alternatives they become cognitive misers by engaging in satisficing
- 8when faced with numerous alternatives, decision makers also discard alternatives based on easily identifiable factors (colour, size) and by evaluating alternatives using only a handful of factors.making decision when many alternatives can be cognitively and emotionally draining.
- 9satisficing is main response to complex choices, more extreme response is people choose the least cognitively challenging alternatives - no decision at allyou are very confident
- 10Emotions form early preferences- emotional marker process determines our preference for each alternative before we consciously think about those alternativesbrain quickly attaches specific emotions to info about each alternative and preferred alternatives is strongly influenced by those initial emotional markers
- 11logical analysis also influences which alternative we choose, but it requires strong logical evidence to change our initial preferencesneuroscience says that info produced from logical analysis is tagged with emotional markers that motivate us to choose or avoid particular alternatives
- 12emotions, not logic, energize us to make the preferred choiceemotions change the decision evaluation process
- 13pay more attention to details when in negative mood, because negative mood signals that there is something wrong that requires attentionpositive mood we pay less attention to details and rely on a more programmed decision routine
- 14decision makers rely on stereotypes and other shortcuts to speed up the choice process when they experienced angeranger makes them more optimistic about risky alternatives. The emotion of fear tends to make them less optimistic
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- FlashCards sobre Problems with info processing, criado por goldmine em 27-10-2013.
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- goldmine
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