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Salience and Accessibility Determine Which Expectations We Use

15 January, 2016 - 09:15

We each have a large number of schemas that we might bring to bear on any type of judgment we might make. When thinking about Bianca, for instance, we might focus on her nationality, her gender, her physical attractiveness, her intelligence, or any of many other possible features. And we will react to Bianca differently depending on which schemas we use. Schema activation is determined both by the salience of the characteristics of the person we are judging and by the current activation or cognitive accessibility of the schema.