Understanding of Human Behaviour

Cognitive Approach to Understanding Human Behaviour:

Introduction:
The Cognitive Approach is a fundamental perspective in psychology that focuses on understanding
how mental processes—such as perception, memory, problem-solving, language, and decision-
making—affect human behaviour. It emphasizes the role of internal cognitive functions rather than
just observable behaviour, which sets it apart from behaviourist approaches.

This approach is based on the idea that human beings are active processors of information, much like
computers, where information is received, analysed, stored, and retrieved when needed. It suggests
that our thoughts significantly influence our emotions and behaviours, and by understanding these
thought processes, we can predict and even change human actions.

Meaning of the Cognitive Approach:

“Cognitive" means how our brain thinks, learns, remembers, and understands things. The Cognitive
Approach in psychology refers to the study of mental processes that help individuals understand,
interpret, and interact with the world around them. It examines how people acquire knowledge,
process information, and use it to solve problems, make decisions, and respond to their
environment.

This perspective assumes that:

➢ Cognition influences behaviour – People's actions are shaped by their thoughts, perceptions,
and memories.
➢ Mental processes can be scientifically studied – Unlike behaviourists who only focus on
external behaviour, cognitive psychologists analyse internal thought mechanisms.
➢ Humans are information processors – The brain functions like a computer, receiving input
(stimuli), processing it, and producing output (behaviour).

Example: Public Speaking Anxiety

Imagine Sarah, a young professional who has to give a presentation at work.

➢ Thoughts (Cognition):
Sarah starts thinking, “What if I make a mistake?” or “Everyone will think I am not good
enough.”
These thoughts create fear and self-doubt.
➢ Feelings:
Because of these negative thoughts, Sarah feels anxious, nervous, and embarrassed even
before starting the presentation.
➢ Behaviour:
Her anxiety may cause her to avoid preparing, speak too softly, rush through slides, or even
avoid the presentation altogether.
 Understanding of Human Behaviour

How Cognitive Behaviour Works:

➢ Perception: Sarah perceives public speaking as threatening.

➢ Interpretation: She interprets her nervousness as a sign of impending failure.
➢ Reaction: This leads her to behave in ways that might hinder her performance.

Impact of Changing Cognitive Behaviour:

If Sarah changes her thoughts to “I have prepared well, and it’s okay to be nervous,” she may:

➢ Feel more confident

➢ Speak clearly and calmly
➢ Engage better with the audience

This example shows that our thoughts can directly influence how we act, demonstrating the
power of cognitive behaviour.

Key Concepts of the Cognitive Approach:

1. Information Processing:
The cognitive approach compares the human mind to a computer that processes information.
Just as a computer receives input, processes data, and produces output, the human brain
follows a similar information-processing model:

• Input: Receiving information from the environment through senses.

• Processing: Interpreting, organizing, and storing information.
• Output: Responding through thoughts, emotions, or actions.

Example: When you see a traffic light turn red, your brain processes the information and
decides to stop the car.

2. Schema Theory:
A schema is a mental framework that helps people organize and interpret information based
on past experiences. Schemas influence perception, memory, and behaviour by providing
shortcuts for quick decision-making.

Example: If a person has a schema for "dogs" as friendly animals, they are more likely to
approach a dog without fear. However, someone who has had a bad experience with a dog
might see all dogs as dangerous.

3. Memory and Cognitive Processes:

The cognitive approach studies how humans encode, store, and retrieve memories. The Multi-
Store Model of Memory (MSM) and Working Memory Model (WMM) explain how memory
functions in different stages:
 Understanding of Human Behaviour

• Sensory Memory: Briefly holds sensory information (e.g., sights, sounds).

• Short-Term Memory (STM): Stores information temporarily for immediate use.
• Long-Term Memory (LTM): Stores information permanently for future recall.

Example: When studying for an exam, repetition (rehearsal) helps move information from
short-term memory to long-term memory.

4. Attention and Perception:

Attention is the ability to focus on specific stimuli while ignoring others. Perception involves
interpreting sensory input to understand the world. Cognitive psychologists study how
individuals filter and prioritize information.

Example: While driving, a person may focus on the road and ignore background noise,
demonstrating selective attention.

5. Problem-Solving and Decision-Making in the Cognitive Approach:

The Cognitive Approach explores how individuals analyse situations, develop solutions, and
make choices using various cognitive strategies. These mental processes play a crucial role in
daily life, influencing everything from simple decisions to complex problem-solving tasks.

Cognitive psychologists study how people approach problem-solving and decision-making,

identifying two primary strategies:

• Heuristics (mental shortcuts): Quick decision-making rules based on past experiences.

• Algorithms: Step-by-step logical problem-solving methods.

Example: A doctor diagnosing a patient uses past experiences (heuristics) or a systematic

checklist (algorithm) to determine the illness.

6. Language and Thought in Cognitive Psychology:

Language is a fundamental aspect of human cognition, influencing the way individuals think,
perceive, and communicate. Cognitive psychologists study the intricate relationship between
language and thought, exploring how linguistic structures shape mental processes and
worldview.

One of the most influential theories in this area is the Sapir-Whorf Hypothesis, which suggests
that the language a person speaks directly influences their thought patterns and perception of
reality.

The Sapir-Whorf Hypothesis: Language Shapes Thought:

The Sapir-Whorf Hypothesis, also known as Linguistic Relativity, proposes that the structure
and vocabulary of a language affect how its speakers perceive, categorize, and interpret the
 Understanding of Human Behaviour

world. This theory suggests that people who speak different languages may experience reality
differently due to the linguistic distinctions embedded in their language.

Two Forms of the Hypothesis:

• Strong Version (Linguistic Determinism): Language completely determines thought,

meaning that individuals cannot think beyond the linguistic categories available in
their language.
• Weak Version (Linguistic Relativity): Language influences thought but does not
entirely restrict cognitive abilities

Example:

One widely cited example supporting the Sapir-Whorf Hypothesis comes from languages that
have multiple words for "snow."

Inuit languages have many distinct words for different types of snow, such as:

• 'qanuk' (falling snow)

• 'matsaaruti' (slushy snow)
• 'pukak' (powdery snow)

In contrast, English typically uses just one word—snow—to describe all variations.

Advantages of the Cognitive Approach:

1. Focus on Internal Mental Processes:
The Cognitive Approach allows psychologists to study the internal mental processes (e.g.,
memory, attention, problem-solving) that influence human behaviour. This focus on how
people think provides a more comprehensive understanding of why individuals behave the
way they do, which is not always possible with behaviourist approaches that only focus on
observable behaviour.

Example: Instead of only observing how a person reacts in stressful situations (behaviourist
view), the Cognitive Approach would also examine their thought patterns (e.g., “I’m not good
enough,” “I can’t handle this”). This helps to understand the mental strategies a person uses
to cope with stress.

2. Practical Applications in Therapy:

Cognitive psychology has led to the development of Cognitive Behavioural Therapy (CBT),
which has been widely used to treat mental health disorders such as anxiety, depression, and
PTSD. CBT focuses on identifying and changing negative thought patterns to improve
emotional well-being.

Example: A person with social anxiety might think, “Everyone will judge me.” In CBT, the
therapist would help the individual recognize this thought, challenge its accuracy, and replace
it with a more balanced thought, such as “People are generally focused on their own
experiences, not on judging me.”
 Understanding of Human Behaviour

3. Scientific Methods:
The Cognitive Approach uses scientific experiments and brain scans to study how the mind
works. This makes the findings reliable and helps us understand mental processes in a clear,
accurate way.

Example: Psychologists use brain scans to see which parts of the brain are active when people
remember something, giving us solid evidence about memory.

4. Explains Complex Behaviours:

This approach helps explain complex behaviours like decision-making or problem-solving. It
looks at the thinking process behind actions, giving us a deeper understanding of how people
handle difficult situations.

Example: When someone has to choose between two job offers, the Cognitive Approach looks
at how they weigh the pros and cons before making a decision.

5. Contribution to Artificial Intelligence (AI) and Human-Computer Interaction:

The Cognitive Approach has contributed to the development of Artificial Intelligence (AI) and
Human-Computer Interaction (HCI). By understanding human cognitive processes,
psychologists have helped design machines and software that work in ways that are
compatible with human thinking patterns, improving usability and effectiveness.

Example: Voice assistants like Siri and Alexa use principles from cognitive psychology to
interpret and respond to human speech in ways that are natural and easy to understand.

Disadvantages of the Cognitive Approach:

1. Oversimplifies Complex Mental Processes:
Sometimes, the Cognitive Approach simplifies the mind too much. It treats thinking as if it's
just like a computer that processes information, but our minds are much more complex.

Example: Memory research might break down how we remember into easy steps, but it
doesn’t always account for things like emotions, which can deeply affect what we remember.

2. Ignores Emotions and Social Factors:

The Cognitive Approach focuses mainly on rational thinking and doesn’t always take into
account how emotions or social relationships affect our behaviour. Our feelings and the people
around us can play a big role in how we think.

Example: When deciding whether to buy something, the Cognitive Approach might look at
how we consider the price, but it doesn’t fully explain why we might buy something
impulsively when we feel excited or happy.
 Understanding of Human Behaviour

3. Artificial Laboratory Settings:

Many cognitive experiments are conducted in controlled laboratory environments that may
not accurately reflect real-life situations. This limitation reduces the ecological validity of the
research findings, as human behaviour in natural settings can differ from behaviour in the lab.

Example: A laboratory experiment might test memory by asking participants to recall random
word lists in a quiet, isolated room. However, in the real world, people often recall information
in dynamic, noisy environments, which can influence how well they remember details.

4. Computer Analogy Doesn’t Fully Capture Human Thinking:

The Cognitive Approach often compares the brain to a computer, but human thinking is more
flexible and creative than a computer’s. This analogy can miss important aspects of how we
think.

Example: A person might solve a problem using creativity or gut feeling, but this isn’t
something a computer model can easily explain, as it focuses more on logical steps.

5. Ethical Concerns in Research:

Some research in cognitive psychology, like using brain scans, can raise ethical concerns.
People’s brain data is private, and it’s important to make sure that researchers handle it
carefully.

Example: Brain scans can show how a person reacts to stress, but it’s important to make sure
the information is kept private and not misused.

Comparison Between Behavioural and Cognitive Approaches

Basis Behavioural Approach Cognitive Approach

1. Definition Focuses on observable behaviour and Focuses on internal mental processes
how it is shaped by external stimuli, like thinking, memory, perception, and
including rewards and punishments. problem-solving that influence
behaviour.
2. Main Focus Examines behaviours that can be Explores mental processes (e.g.,
measured and observed directly. thinking, reasoning, remembering)
that influence actions.
3. Learning Learning occurs through conditioning Learning occurs through information
Theory (classical and operant conditioning). processing, including perception,
attention, and memory.
4. View of Behaviour is a result of external Behaviour is influenced by how
Behaviour stimuli and reinforcement. individuals interpret and process
Environment shapes actions. information internally.
5. Focus on Minimal focus on internal thoughts Strong focus on internal cognitive
Internal or feelings. Focuses on observable processes like memory, attention, and
Processes behaviour. problem-solving.
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6. Role of The environment plays a key role in The environment influences behaviour
Environment shaping behaviour through but is processed through the
reinforcements and punishments. individual’s cognitive interpretation.
7. Method of Uses controlled experiments, Uses experiments, brain imaging, and
Study observations, and stimulus-response cognitive models to study mental
testing to analyse behaviour. processes.
8. Real-World Used in behaviour therapy, Used in cognitive-behavioural therapy
Applications education, advertising, and (CBT), learning techniques, and
classroom management. artificial intelligence.