MODULE-2: SOCIAL PERCEPTION,
ATTRIBUTION, AND ATTITUDE
1. SOCIAL COGNITION, HEURISTICS, SCHEMAS, AND
ERRORS
SOCIAL COGNITION
Meaning of Social Cognition
Social cognition refers to the mental processes through which individuals perceive,
interpret, store, and use information about the social world. It deals with how people
understand themselves, other individuals, social groups, and social situations.
According to Baron and Byrne, social cognition emphasizes that people are not passive
receivers of social information but active interpreters who construct meaning from
social stimuli. These interpretations influence judgments, decisions, and behavior in
social interactions.
Social cognition operates continuously in everyday life. Whenever individuals form
impressions of others, explain behavior, evaluate intentions, or predict future actions,
they rely on social cognitive processes. These processes help individuals manage the
complexity of the social environment but also introduce biases and errors.
HEURISTICS
Meaning of Heuristics
Heuristics are mental shortcuts or cognitive strategies that simplify decision-making in
social cognition. They are often described as “rules of thumb” that reduce cognitive
effort, especially when:
Time is limited
, Information is incomplete
Situations are complex
Heuristics allow quick judgments, but they rely on subjective impressions rather than
objective analysis, which can produce bias.
Types of Heuristics
1. Representativeness Heuristic
The representativeness heuristic involves judging how likely a person, object, or event
belongs to a category based on how closely it resembles a prototype or stereotype.
Key features:
Focus on similarity
Neglect of base-rate information
Leads to stereotyping
People assume that “like goes with like”, even when statistical probability suggests
otherwise.
Example: Assuming a quiet, reserved individual must be an artist or writer rather than
an athlete, simply because they resemble the stereotype of those professions.
Effect on social cognition: Leads to rigid impressions and biased judgments.
2. Availability Heuristic
The availability heuristic refers to judging the frequency or probability of an event
based on how easily examples come to mind.
Key features:
Influenced by recent, vivid, emotional, or dramatic events
Strongly shaped by media exposure
Easily recalled events are assumed to be common
Example: After watching repeated news about crimes, people may believe crime rates
are increasing even if statistics show otherwise.
, Effect on social cognition: Distorts perception of reality and exaggerates risk.
3. Anchoring and Adjustment Heuristic
Anchoring and adjustment occurs when individuals rely heavily on an initial piece of
information (anchor) and then make adjustments from it, which are usually
inadequate.
Key features:
First impressions are powerful
Anchors influence judgments even when irrelevant
Adjustments are biased toward the anchor
Example: The first opinion heard about a person strongly shapes later evaluation of
their behavior.
Effect on social cognition: Leads to biased decision-making and resistance to new
information.
4. Status Quo Heuristic
Status quo heuristic refers to the tendency to prefer existing conditions and resist
change, even when change may be beneficial.
Key features:
Comfort with familiarity
Fear of loss or uncertainty
Overvaluation of current choices
Example: Continuing a routine or belief simply because “this is how it has always
been.”
Effect on social cognition: Maintains existing beliefs and behaviors, preventing
adaptation.
ATTRIBUTION, AND ATTITUDE
1. SOCIAL COGNITION, HEURISTICS, SCHEMAS, AND
ERRORS
SOCIAL COGNITION
Meaning of Social Cognition
Social cognition refers to the mental processes through which individuals perceive,
interpret, store, and use information about the social world. It deals with how people
understand themselves, other individuals, social groups, and social situations.
According to Baron and Byrne, social cognition emphasizes that people are not passive
receivers of social information but active interpreters who construct meaning from
social stimuli. These interpretations influence judgments, decisions, and behavior in
social interactions.
Social cognition operates continuously in everyday life. Whenever individuals form
impressions of others, explain behavior, evaluate intentions, or predict future actions,
they rely on social cognitive processes. These processes help individuals manage the
complexity of the social environment but also introduce biases and errors.
HEURISTICS
Meaning of Heuristics
Heuristics are mental shortcuts or cognitive strategies that simplify decision-making in
social cognition. They are often described as “rules of thumb” that reduce cognitive
effort, especially when:
Time is limited
, Information is incomplete
Situations are complex
Heuristics allow quick judgments, but they rely on subjective impressions rather than
objective analysis, which can produce bias.
Types of Heuristics
1. Representativeness Heuristic
The representativeness heuristic involves judging how likely a person, object, or event
belongs to a category based on how closely it resembles a prototype or stereotype.
Key features:
Focus on similarity
Neglect of base-rate information
Leads to stereotyping
People assume that “like goes with like”, even when statistical probability suggests
otherwise.
Example: Assuming a quiet, reserved individual must be an artist or writer rather than
an athlete, simply because they resemble the stereotype of those professions.
Effect on social cognition: Leads to rigid impressions and biased judgments.
2. Availability Heuristic
The availability heuristic refers to judging the frequency or probability of an event
based on how easily examples come to mind.
Key features:
Influenced by recent, vivid, emotional, or dramatic events
Strongly shaped by media exposure
Easily recalled events are assumed to be common
Example: After watching repeated news about crimes, people may believe crime rates
are increasing even if statistics show otherwise.
, Effect on social cognition: Distorts perception of reality and exaggerates risk.
3. Anchoring and Adjustment Heuristic
Anchoring and adjustment occurs when individuals rely heavily on an initial piece of
information (anchor) and then make adjustments from it, which are usually
inadequate.
Key features:
First impressions are powerful
Anchors influence judgments even when irrelevant
Adjustments are biased toward the anchor
Example: The first opinion heard about a person strongly shapes later evaluation of
their behavior.
Effect on social cognition: Leads to biased decision-making and resistance to new
information.
4. Status Quo Heuristic
Status quo heuristic refers to the tendency to prefer existing conditions and resist
change, even when change may be beneficial.
Key features:
Comfort with familiarity
Fear of loss or uncertainty
Overvaluation of current choices
Example: Continuing a routine or belief simply because “this is how it has always
been.”
Effect on social cognition: Maintains existing beliefs and behaviors, preventing
adaptation.
