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Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to
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Orehek, E., Dechesne, M., Fishbach, A., Kruglanski, A.W., & Chun, W.Y. (2010). On
the inferential epistemics of trait centrality in impression formation. European
Journal of Social Psychology, 40, 1120 1135.
Sedikidis, C., & Skowronski, J.J. (1993). The self in impression formation: Trait
centrality and social perception. Journal of Experimental Social Psychology,
29, 347 357.
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30

5
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:
Fiske, S.T. (1995). Social cognition. In A. Tesser (Ed.), Advanced Social Psychology.
New York: McGraw-Hill. (chapter 5, pp. 161 163).
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 87 89).
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33

6
(2/5/2011)
:
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
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41

7
(9/5/2011)
:
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 97 - 100).

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52

8
(16/5/2011)
:
Fiske, S.T. (1995). Social cognition. In A. Tesser (Ed.), Advanced Social Psychology.
New York: McGraw-Hill. (chapter 5, pp. 168 176).
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 100 - 103).

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61

9
(23/5/2011)
:
Fiske, S.T. (1995). Social cognition. In A. Tesser (Ed.), Advanced Social Psychology.
New York: McGraw-Hill. (chapter 5, pp. 172 174, 176 - 180).
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 103 109, 109 - 111).

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68

10
(30/5/2011)
:
Fiske, S.T. (1995). Social cognition. In A. Tesser (Ed.), Advanced Social Psychology.
New York: McGraw-Hill. (chapter 5, pp. 177 - 180).
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 111 - 113).
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,
.
(
)
, ( )
. ,
,
.
(Slovic et al., 1977)
( ).

.

71


.

, .
(
), ( ).
: (1)

. ,

, ,
,
. (2)
. ,
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, bonus
.
(2) (covariation)

.
,


.
:
1.
. ,
(
),
() ()
(.. , ) ()
() . 4
,

72
(), ()
() ,
, .
.
2.
,
(. / ).
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. ( )
,
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.
4.
. .

( )
( ),
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.
,
.

.
(3) (illusory correlation)
,

. , ,
Chapman (1967),
, /, /, /,
/ /.
.
,

73
(..
/) (.. / ,
,
, blossom/notebook).
Chapman
: associative meaning (
,
) paired distinctiveness (
).
(Fiedler & Freytag, 2004)
(skewed)
. ,
,
( )
, .
Hamilton Gifford (1976) (
) (
) (.. ) (..
)
.
, Hamilton Gifford (1976)

, .
(26) , (13) (27)
, (12) ,
(18/8 9/4 ).
(
) (
). , ,
,
.

,
(Hamilton, 1979).

74
:
,
,
.

.
,
.
Hamilton & Rose (1980) 24 3
(, , ). 8
.
, ( 8)
8 : ,
( ), , ( ), ,
( ) , .


.
.
.

75

11
(6/6/2011)
:
Fiske, S.T. (1995). Social cognition. In A. Tesser (Ed.), Advanced Social Psychology.
New York: McGraw-Hill. (chapter 5, pp. 180 - 183).
Fiske, S.T., & Taylor, S.E. (1991). Social Cognition (2nd edition). New York:
McGraw-Hill.
Fiske, S.T., & Taylor, S.E. (2010). Social Cognition: From Brains to Culture. New
York: McGraw-Hill.
Hogg, M.A., & Vaughan, G.M. ( , 2010). ,
: Gutenberg (. 113 - 115).

(Heuristics)
,
. ,

,
.
.
(shortcuts)

,
(Tversky & Kahneman, 1974, Kahneman & Tversky, 1972,1973).

. ,

, .
(The representativeness heuristic)

.
,

76

(. ).
, :
,
, .
,
(Tversky & Kahneman, 1974).
, ,
, .
,
.

,
, .


, .
,
,
:
1) : ,
,
.
2) :
,
,
, .
, , . ,
: ,
8 , :
() () ;
,
,
.

77
(The availability heuristic)


(). ( )
, . ,

_ing n_
.
,
( )
( ) (
) .
,
, ,
, , .
. ,
,
. ()
. () ,
( )
. ()
.
, ,


.

()

.
,
,

.

78

,
. ,

.
,


. ,
,

, .
(The simulation heuristic)

. .
.
(Kahneman
& Tversky, 1982). :
;.
,
.
.
,

.
(
;) (
, ;). ,
.
, :

. ,

79

.
.

.
; ;
(Kahneman & Tversky, 1982). ;

( ,
5 ),
.
,
, .
, (Counterfactual thinking)
, .
,
.


. ,

, Miller & McFarland (1986)
. ,

( ),

( ).
( )
( )
.
, (
)
( ).

80
, .
, .

.
;
,
, .
1)
.
: (upward counterfactuals), .
,
, .
,
,
, ,
. (downward counterfactuals),
. ,
,
. ,

,
.
2)
. ,

, ,
( )
(
) (Kruger et al., 2005).
.
1) , .
,
. .
, ,

81
(.. ,
).
2) , ()
, .
( ,
), .
.
3) ,
,
. ..
,
.

.
(The anchoring and adjustment
heuristic)
,

( ) .
,
,
200.000 .
300.000
.

.
,

.

: (..
)
.

82

. , Greenberg, Williams
OBrien (1986)

(
) ,


.



. ,

.
(decision framing)
(Prospect theory, Kahneman & Tversky, 1979, Tversky & Kahneman,
1981)

, . .
Kahneman Tversky
,

, . .

.

.
,

. :

83

6000 .

:
, 2000 .
, 1/3 6000
2/3 .
;
Kahneman Tversky 72%
.

6000 .

:
, 4000 .
, 1/3
2/3 6000 .
;
, 78%
22% . ,
( )
, . 2000
, . ,
( )
,
.
.


(.. , ,
).

84

;

,
. ;
.
,
(Funder, 1987).
,
,
. ,
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( pit bull
) ,
:

, ()
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.
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.
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!
,
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.
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.

85

.

.
, , ,
. , Lehman et al. (1988)

, , , ,
, .
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.