Theories We Use

People have different systems in their mind for processing information: one system for visual imagery and one for verbal communication. Visual and verbal communication are processed differently in the human… Continue Reading Dual Coding Theory

Explains the pattern and speed at which ideas spread from their introduction to uptake in the wider society. Four elements influence the spread of the new idea: the innovation itself,… Continue Reading Diffusion of Innovation

Refers to the tendency of individuals to conform their beliefs about disputed matters of fact (e.g., whether humans are causing global warming; whether the death penalty deters murder; whether gun… Continue Reading Cultural Cognition

Describes the relationship between psychological distance and the extent to which people’s thinking (e.g., about objects and events) is abstract or concrete. The general idea is that the more distant… Continue Reading Construal Level Theory

We use mental shortcuts when judging how likely or frequently an event will happen, because we tend to remember our most recent experience and therefore we put more value on… Continue Reading Availability Bias