5-21-13
Trent is planning to apply to college, but has not yet decided where he will apply. When it comes to applying to colleges, many factors will play a role in helping him decide. All of those factors are found in the brain. When it comes to the brain and how we think, there are four major things that will help him decide, availability heuristic, compliance, prefrontal cortex and prospective memory. Trent will be using all four of these to decide which college he will apply to. Availability heuristic is a judgment based on the information readily available in memory. This means that he is more likely to apply to a college he has heard a lot about and likes. He could have done some research on it or just heard people talking about the college. He is more likely to apply to that college because he is more familiar with it and is it isn’t completely strange to him. Having heard about it, he is more aware of the pros and cons of the college. This means that when he sits down to think about his top choices, he will be able to choose the one he wants to apply to because the information is already available in his memory. For example, Trent hears UF on the television, so UF might be the first college he thinks of. Compliance is a change in behavior consistent with a communication source’s direct requests. This means that an encouragement or a persuasion from another person will influence Trent’s decision-making process. For example, Trent’s parents tell him to go to UF, so Trent will go there. If he gets persuaded or encouraged to go to a certain college, that college will be one of the first colleges he thinks of when applying. It could be a teacher that persuades him, his friends, or his own family. Any type of persuasion could possibly lead him to make this decision. Prefrontal cortex plays role in the regulation of complex cognitive, emotional, and behavioral functioning. Trent’s prefrontal cortex allows him to think about colleges he might