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Persuasion

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The lecture on persuasion, covers the definition, explanation of different paths to persuasion (central, peripheral route), and elements of persuasion (communicator, message, how the message is communicated, audience).

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Cognitive Psychology |Lecture 7|12th Nov


WORKING MEMORY
Information processing model




Problem’s with the Atkinson & Shiffrin model
- Too simplistic
- Where does short term memory end and long term memory begin?
- Structure based: no prosses (only rehearsal)
- Assumption: short term memory to long term memory
o Patients with short term memory deficits did not necessarily have difficulties
with long term learning
o Not all STS goes LTS
- Real memory is dynamic


THE WORKING MEMORY MODEL – a dynamic STM
- Baddeley & Hitch, 1974
- Currently the most influential model
- Based on function, rather than simple structure:
- STM= Working memory (WM)
- LTM=Storage memory (SM)

, - Visuo-spatial scratchpad: process which is dealing with vision, space around us and
imaginary
- Phonological loop: manipulating sound, speech word, numbers
- Central executive: managing all: STM, LTM, all the material coming in
The Slave System
- The articulatory loop
o Also called the phonological loop
o Verbal rehearsal
o Temporary
o Sensory memory
- The visuo-spatial scratchpad
o Similar but visual
o Baddeley 1992 – memory for chess patterns more disrupted by a visual
distractor task than an auditory one




Phonological Loop
- Phonological similarity effect: memory is worse for item that sounds alike than those
that look alike or have similar meanings
1: easy to remember/dissimilar phonology and semantics: PIT, DAY, COW, PEN, HOT
2: only slightly harder than list 1/similar semantics: HUGE, WIDE, BIG, LONG, TALL
3: much harder than list 1/ similar phonology: CAT, MAP, CAP, MAD
Baddeley, Thomson, and Buchanan 1975: word-length effect
-word-length effect: the longer the word, the harder to remember




2

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