Microsoft Word Chapter 1 done doc

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SOCIAL COGNITION 
The following two units of this chapter on Social cognition, 
will deal with social cognition. It contains discussion on five major 
points. They are as follows: 
1. Schemas: Mental Framework for Organizing and Using 
Social Information. 
2. Heuristics: How We Reduce Our Efforts in Social Cognition. 
3. Automatic and Controlled Processing: Two Basic Models of 
Social Thought. 
4. Potential Sources of Errors in Social Cognition. 
5. Affect and Cognition: How Feelings Shape Thought and 
Thought Shape Feelings. 
Out of these five points, the unit titled ‘Social Cognition-I’ 
presents a discussion on 1. Schemas: Mental Framework for 
Organizing and using social information and 2. Heuristics: How we 
reduce our efforts in social cognition. Whereas unit titled ‘Social 
Cognition-II’ presents a discussion on 1. Automatic and Controlled 
Processing: Two basic models of Social thought; 2. Potential 
Sources of errors in social cognition; and 3. Affect and Cognition: 
how feelings shape thought and thought shape feelings. 

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SOCIAL COGNITION - I 
 
Unit Structure: 
3.0 Objectives 
3.1 Introduction 
3.2 
Schemas : Mental Framework for Organizing and Using 
Social Information 
3.2.1 The Impact of Schemas on Social Cognition: 
Attention, Encoding, and Retrieval 
3.2.2 Priming 
3.3 
Heuristics : Reducing Efforts in Social Cognition 
3.3.1 Representativeness 
Heuristics 
3.3.2 Availability 
Heuristics 
3.3.3 Anchoring and Adjustment Heuristics 
3.4 
Let us Sum up 
 
3.0 OBJECTIVES : 
 
By the end of this unit you should – 
• Understand what are schemes and how they influence us. 
• Know the concept of priming. 
• Acquire knowledge about heuristics, its types and ways in 
which they influence us.