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2. Modes of Processing / Dual Processing

Bykdilkina

An important theoretical cognitive construct pertinent to understanding heuristics in social situations is mode of processing.

What Are Modes of Processing?

There is a basic contrast between:

  • Automatic / implicit processing — which is fast, effortless, and does not require a lot of cognitive resources.
    • heuristics fall into this category
  • Controlled / explicit processing — which is slow(er), demanding, and requires cognitive resources that are limited in capacity.
    • such resources include attention and working memory, for example (not discussed here, but still relevant to social cognition)

Traditionally, these two modes (or systems) of processing have often been described as a dichotomy; however, the reality is not as simple. These modes of processing can co-occur and interact / affect each other (e.g., Fabio et al., 2019; McCarthy & Skowronski, 2011).

Example: Renting

Let’s say you are moving to a new city for a job. You are looking to rent a place. Your coworker shares where they live and that they are happy with the location. You could look to rent where they are, or you could research all the neighbourhoods and make a list of pros and cons in order to decide.

What is going on in this scenario?

The first strategy — looking to rent where your coworker lives — is based on a heuristic (in this case, the availability heuristic). Meanwhile, the second strategy — researching all neighbourhoods — involves a systematic and analytical approach (i.e., controlled processing). This example illustrates how relying on heuristics can simplify decision making and reduce the overall effort it takes to make a decision (e.g., Shah & Oppenheimer, 2008).

In addition, it is easy to see that:

  • We can combine these two strategies.
  • Various contextual and motivational factors affect how we process information to reach a decision (e.g., Bohner et al., 1995). 

Can you think of some examples of such factors for this particular scenario?[1]

[1] Some factors that may affect how we process information in this scenario, what we focus on to reach a decision, and the degree to which we engage in heuristic versus systematic processing may be:

  • Financial concerns / rent cost
  • Commute time to work / commuting options
  • Amenities in the neighbourhood (e.g., groceries, parks, recreation, and entertainment)
  • Neighbourhood safety
  • Schools (if you are moving with your family)

Bohner, G., Moskowitz, G. B., & Chaiken, S. (1995). The interplay of heuristic and systematic processing of social information. European Review of Social Psychology, 6(1), 33–68. https://doi.org/10.1080/14792779443000003.

Fabio, R. A., Caprì, T., & Romano, M. (2019). From controlled to automatic processes and back again: The role of contextual features. Europe’s Journal of Psychology, 15(4), 773–788. https://doi.org/10.5964/ejop.v15i4.1746.

McCarthy, R. J., & Skowronski, J. J. (2011). The interplay of controlled and automatic processing in the expression of spontaneously inferred traits: A PDP analysis. Journal of Personality and Social Psychology, 100(2), 229–240. https://doi.org/10.1037/a0021991.

Shah, A. K., & Oppenheimer, D. M. (2008). Heuristics made easy: An effort-reduction framework. Psychological Bulletin, 134(2), 207–222. https://doi.org/10.1037/0033-2909.134.2.207.

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