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Cognitive Psychology is the field of psychology that 2. Short-term memory is the temporary holding room for
investigates how people think and the processes involved information that comes from sensory memory. It has
in cognition. Cognitive processes affect every aspect of limited capacity and can hold information for 30 seconds
life, from school to work to relationships. Some specific and can be extended using memory techniques such as
uses for these cognitive processes include learning new chunking and maintenance rehearsal. Research shows
things, forming memories, and making decisions. that an average normal person has a maximum digit span
of about 7 plus or minus 2 (Feldman, 2018). (Limited
HOTP - Higher order thinking processes Duration/ Limited Capacity - interference - override)
Memory refers to the processes that are used to acquire, ● Chunking - breaking down information into smaller
store, retain, and later retrieve information. Human pieces.
memory involves the ability to both preserve and recovers ● Maintenance Rehearsal - repeating information to
information we have learned or experienced. store in memory.
Memory problems can range from minor annoyances like 3. Long-term memory is the final storehouse of
forgetting where you left your car keys to major diseases, information. It has very large capacity and encompasses
like Alzheimer's and other kinds of dementia, that affect memories that range from a few days to decades.
the quality of life and the ability to function. Declarative memory and procedural (non-declarative)
memory are two major classifications of long-term memory
Memory is essential to all our lives. Without a memory of systems (Feldman, 2018).
the past, we cannot operate in the present or think about
the future. We would not be able to remember what we did ● Declarative memory is recall of factual information
yesterday, what we have done today, or what we plan to such as dates, words, faces, events, and concepts.
do tomorrow. Without memory, we could not learn Declarative memory is of two types:
anything. ○ Episodic memory – recall of personal facts.
Remembering the name of your parents uses
There are three major processes involved in memory: episodic memory.
encoding, storage, and retrieval. ○ Semantic memory – recall of general facts.
1. Encoding is the act of getting information into our Remembering the rules in playing volleyball
memory system through automatic or effortful uses semantic memory.
processing. ● Procedural memory is accessed without
2. Storage is the retention of information, and consciousness or implicitly through performance rather
3. Retrieval is the act of getting information out of than recollection. Recall of how to do things such as
storage and into conscious awareness through recall, swimming or driving a car is a memory that resides in
recognition, and relearning. procedural memory (Feldman, 2018).
Intelligence is defined as the ability to perceive or infer Multiple Intelligence Model by Howard Gardner
information and to retain it as knowledge to be applied
towards adaptive behaviors within an environment or One of the more recent ideas to emerge is Howard
context. Intelligence enables humans to remember Gardner's theory of multiple intelligences. Gardner
descriptions of things and use those descriptions in future proposed that the traditional idea of intelligence, based on
behaviors. It is a cognitive process. It gives humans the IQ testing, did not fully and accurately depict a person's
cognitive abilities to learn, form concepts, understand, and abilities. His theory proposed eight different intelligences
reason, including the capacities to recognize patterns, based on skills and abilities that are valued in different
innovate, plan, solve problems, and employ language to cultures (Macayan, 2018):
communicate. Intelligence enables humans to experience
and think (Feldman, 2018). 1. Bodily-kinesthetic intelligence: The ability to control
your body movements and to handle objects skillfully
An intelligence quotient or IQ is a score derived from a 2. Interpersonal intelligence: The capacity to detect and
set of standardized tests developed to measure a person's respond appropriately to the moods, motivations, and
cognitive abilities ("intelligence") in relation to their age desires of others
group. Originally, the ratio of the mental age to the 3. Intrapersonal intelligence: The capacity to be self-
chronological age was used to compute the intelligence aware and in tune with inner feelings, values, beliefs, and
quotient, or IQ (Rathus, 2012). The formula was: thinking processes
4. Logical-mathematical intelligence: The ability to think
IQ = Mental age ÷ Physical age × 100 conceptually and abstractly, and the capacity to discern
logically or numerical patterns
For modern IQ tests, the median raw score of the norming 5. Musical intelligence: The ability to produce and
sample is defined as IQ 100, and scores each standard appreciate rhythm, pitch, and timbre
deviation (SD) up or down are defined as 15 IQ points 6. Naturalistic intelligence: The ability to recognize and
greater or less. The table below shows the different levels categorize animals, plants, and other objects in nature
of Intelligence and their corresponding IQ range 7. Verbal-linguistic intelligence: Well-developed verbal
(Wikipedia.org, n.d.). skills and sensitivity to the sounds, meanings, and
rhythms of words
8. Visual-spatial intelligence: The capacity to think in
images and pictures, to visualize accurately and abstractly.
LEVEL IQ RANGE
There are many factors that may affect intelligence 1. Sensorimotor (0 – 2 years)
including heredity, environment, race, culture, training, Children experience world through senses and actions
educational background, socio-economic status, efforts of (looking, touching, mouthing, grasping). They learn to
the will and health. execute simple goal directed plans. The main
achievement during this stage is object permanence - e. Social factors such as social status, reference groups,
knowing that an object still exists, even if it is hidden and family.
(McLeod, 2018). f. Cultural factors such as religion and social class (Tomas,
et al., 2019).
2. Pre-operational (2 – 7 years)
During this stage, young children can think about things If there is one thing to avoid when buying products, that is
symbolically. This is the ability to make one thing - a word impulsive buying. Impulsive buying (or impulsive
or an object - stand for something other than itself. purchase) is the tendency of a customer to buy goods and
Thinking is still egocentric, and the infant has difficulty services without planning in advance. Emotions and
taking the viewpoint of others (McLeod, 2018). feelings play a decisive role in purchasing the product at
the spur of the moment, triggered by seeing the product or
3. Concrete operational (7 – 11 years) upon exposure to a well-crafted promotional message.
This stage is a major turning point in the child's cognitive Some items bought on impulse are not considered
development because it marks the beginning of logical or functional or necessary in the consumers' lives.
operational thought. This means the child can work things Preventing impulse buying involves techniques such as
out internally in their head (rather than physically try things setting budgets before shopping and taking time out
out in the real world). Children can conserve number (age before the purchase is made.
6), mass (age 7), and weight (age 9). Conservation is the
understanding that something stays the same in quantity Nowadays, purchasing items are even made easy with the
even though its appearance changes (McLeod, 2018). emergence of e-commerce. People of all ages found
themselves doing an online shopping. Online shopping is
4. Formal operational (11 years and up) a form of electronic commerce which allows consumers to
During this time, people develop the ability to think about directly buy goods or services from a seller over the
abstract concepts, and logically test hypotheses. People Internet using a web browser. Consumers find a product
at this stage can become concerned with the hypothetical, of interest by visiting the website of the retailer directly or
the future, and ideological problems (McLeod, 2018). by searching among alternative vendors using a shopping
search engine, which displays the same product's
availability and pricing at different e-retailers. As of 2020,
Module No. 5: The Material Self customers can shop online using a range of different
computers and devices, including desktop computers,
Consumer behavior refers to the consumption or laptops, tablet computers, smartphones, and smart
purchase of goods and services to satisfy the personal speakers.
needs and wants of an individual or to satisfy the needs
and wants of others. Individual consumers come from all Another important thing we consider when we purchase a
ages, life stages, and social backgrounds. When product is whether the item is a need or a want. Needs
consumers purchase a product or a service, their are the elemental things that you need to survive. They're
decisions are essentially their own. However, certain indispensable. People regularly purchase needs. If a need
factors affect their choice, and consequently their is not met, it would lead to the onset of disease, the
decisions to make these choices. inability to function effectively and efficiently in society and
even death. Wants is something that a person desires,
Factors that can influence consumer behavior either immediately or in the future. Unlike needs, wants
are those that differ from one person to another.
There are several factors that can influence consumer Furthermore, wants can change over a period of time.
behavior, these would include: This is in contrast to needs, which remain constant
throughout the lifetime of the person. Want is a term
a. Marketing factors such as product design, price, synonymous with luxuries – they are often bought to
promotion, packaging, positioning and distribution. highlight status. Wants are described as the goods and
b. Personal factors such as age, gender, education, and services, which an individual like to have, as a part of his
income level, caprices.
c. Psychological factors such as buying motives,
perception of the product, and attitudes towards the
product.
d. Situational factors such as physical surroundings at the
time of purchase, social surroundings, and time factors.
Module No. 6: Socio-Digital Self
Basis for NEEDS WANTS
Comparison Social media is defined as computer-mediated
technologies that make it easier for us to create and share
information, ideas, and career interests. It has features
Meaning Needs refers to Wants are
that allow us to communicate with specific groups and
an individual's described as
basic the goods and people (through chat, video call, or posting of status and
requirement that services, which photos) and allow us to become members of virtual
must be fulfilled, an individual communities, be it locally or globally. These features make
in order to like to have, as it easier for us to socialize and communicate easily with
survive. a part of his other people as well as enable these communities to
caprices. impact our thoughts and behavior (Macayan et al., 2018).