Being Consistent

In many cultures, consistency is viewed as a desirable personality trait. People who behave predictably and routinely are seen as stable and dependable, whereas people who are inconsistent are generally seen as having little focus and direction.

Psychologists have known this since the 60s because it applies to many routine behaviours, but the principle of consistency is, ironically, consistently misapplied in advertising.

Social Cognition: Part 3

Every day, you are persuaded by those around you. Whether it is to make a quick decision, buy a product, or read an article with an evocative headline like this…

…We are likely to be open to suggestion during critical moments of non-thinking; what Kahneman famously refers to as System 1 processing. This is when our emotions take precedence over rational strategies while making decisions.

Social Cognition: Part 2

To most people, being part of a large group grants a sense of autonomy, relatedness, and power. When we are tied to something greater than our individual selves – be it a social cause, ideology, or cultural attribute – it can help shape our identity.

But being a member of a large group significantly changes the way we behave. We may gain some identity through shared group attributes, but those attributes make us feel less responsible for individual actions.

Social Cognition: Part 1

“People don’t just receive external information; they also process it and become architects of their own social environment” – Markus and Zajonc (1985)

Imagine yourself in a new environment full of people you’ve never met. For most, this is a stressful situation. Interacting with people without knowing how they see and interpret the world carries a fair degree of uncertainty, and therefore, vigilance.