includes emotional decisions, and takes into consideration a multitude of consequences
on the person, compared to others that are socially significant.
Method presentation
In the theory of social knowledge (Aronson, 2004) there is a principle according to which
the way we interpret social events depends on what we currently think about the given
topic, the beliefs and categories used to interpret things. In this context the following
procedures are mentioned to function also at the level of decision making in relation to
information:
Priming^9 is based on the fact that recent or frequently activated ideas are susceptible to be
recalled especially in the interpretation of social events or when getting impressions of
others. Our experience and most often the authorities engaged in shaping public opinion
direct our preferences and offer common criteria to judge our own success. This is in part
why we witness waves of appreciation and depreciation of certain professions and
occupations, at the individual or social level.
Framing^10 influences the way we build the social world by presenting problems or
decisions in certain terms, as potential sources of gain or loss. A simple rephrasing of
options and stressing the sensitive arguments for each person/group involved produces a
dramatic change in answers, since we all fear failure and seek to avoid it.
Ordering accounts for the way we arrange and distribute the information obtained.
Information may carry the following attributes: primacy effect (with a few exceptions, the
first impression is decisive and persistent, especially when we do not control the order in
which we learn information) and quantity (sometimes abundant information helps
strengthen opinion / decision, whereas at other times it may divert attention from the
essential by the “dilution effect” or may change the perception and assessment of the
object).
Judgement heuristics make use of “mental shortcuts”, approximate rules of problem
solving, stereotypes proved functional and accepted, educated guesses. We notice
representative heuristics (considering some features to be compulsory for an entire class
of derivations), available heuristics (other examples in supporting a decision), and
(^9) The study by Higgins, Rholes and Jones (1977, apud Aronson, 2004) proves a connection between the
events recounted by the press and what public opinion seems to consider the most important event at a given
time. The explanation is that the media renders certain concepts and relations accessible and prepares the
political and social agenda of the public. 10
The study by Gonzales, Aronson and Constanzo (1988, apud Aronson, 2004) shows to what extent subjects
are willing to spend a considerable sum of money for sealing off their homes against extreme temperatures.
The first lot find out how much they save if they make the improvement, while the second lot is informed on
how much they lose if they fail to make the investment. The subjects exposed to the perspective of “losses”
were twice as willing to pay.