1. The Perceptual Context
CHAPTER 5
The Perceptual Context

2. Perceptions & Culture
Although the ability to process information is a universal phenomenon, it is influenced by culture. Our perception of the world is subjective and biased.

3. Model of Human Information Processing1
Input/sensation 2
Storage/memory 3
Recall/retrieval

4. Stage 1—Input/sensation
Perception—raw information/external stimuli taken in and mentally interpreted.
Perceptual filters:
Physiological—biological differences.
Sociological—cultural and micro-cultural group influences.
Psychological—individual attitudes, beliefs, and dispositions

5. Stage 2—Storage/Memory
Short-term memory: Working memory.
Used in reading , writing, listening, speaking, etc. Unless rehearsed and repeated, can be lost in 30 seconds.
Long-term memory
Episodic—autobiographical unique experiences
Semantic—general conceptual information, world view/knowledge, language abilities unrelated to experiences.
Procedural—knowledge of how to do something such as sending an or riding a bike.

6. Stage 3—Recall/retrieval
Human memory is typically approximate rather than exact.
Long-term memory may not be recalled due to interference, anxiety, age, improper categorization, etc.

7. Human Categorization
In order to deal manage large quantities of information, humans use mental economy strategies such as categorization.
Categorization—grouping, sorting, or classifying objects, events, or living things into identifiable groups or compartments.
While categorization is a necessary part of everyday life in all cultures, one danger of categorization is “stereotyping”.

8. Stereotyping
Stereotypes are one group’s exaggerated images of the characteristics of another group.
Stereotypes are often related to a group’s ill-feeling about another group.
Stereotypes are cognitive representations of another group that influences one’s feeling s about the group.
Stereotypes, even “positive” ones, are undesirable as they are limiting and unrealistic.

9. Stereotype Content Model
Argues that social perceptions/stereotypes about others are based on two judgments:
1. Warmth (social perceptions of honesty, trustworthiness, friendliness, sincerity, etc.)
2. Competence (skillfulness, knowledge, intelligence, confidence, etc.)
Low competence, low warmth = contempt (typically out-group)
Low competence, high warmth = pity/paternalism
High competence, low warmth = admiration/envy
High competence, high warmth = pride (typically in-group)

10. Stereotype Outcomes: Out-group Homogeneity Effect
The out-group homogeneity effect is the tendency to see members of an out-group as less diverse and more stereotypic than members of that group sees themselves.

11. Stereotype Outcomes: Illusory Correlation Principle
Negative behavior by lower affinity and numerically rare microcultural groups are disproportionately memorable, leading to the impression that microcultural groups are responsible for more than their fair share of undesirable behavior.

12. Stereotype Outcomes: Stereotype Threat
Stereotype Threat is essentially a self-evaluative threat that occurs when members of the stereotyped groups actually start to believe in the stereotype, especially when some aspects of our self seems to match the stereotype, making it seem valid.

13. Stereotypes & Outcomes
Stereotypes can greatly influence perception and distort reality. Example: Since stereotypes associate Blacks with violence, white college students tend to perceive the same shove as violent when performed by a black actor and not violent when performed by a white actor.

14. Ethnocentric Attributional Bias
Ethnocentrism
The tendency for any people to put their own group in a position of centrality and worth, while creating and reinforcing negative attitudes and behaviors toward out-groups.
Ethnocentric Attributional Bias
A negative act by a member of the out-group is perceived as due to group’s disposition (laziness), while a negative act by a member of the in-group is perceived as due to the situation (bad economy)

15. Ethnocentrism Continuum

16. Relationship of Ethnocentrism and Racism
Ethnocentrism is considered innate.
Racism is considered learned.
To be ethnocentric but not racist is possible.
To be racist and not ethnocentric is unlikely.