Which term refers to the activation of certain associations in memory making related concepts more accessible and likely to influence thinking?

• A. Sunk-Cost Fallacy
• B. Priming
• C. Framing
• D. Gambler's Fallacy

Answer: (B)

Priming is the activation of certain associations in memory, making related concepts more accessible and more likely to influence thinking. When you’re exposed to a cue—like a word, image, or idea—it automatically activates related ideas in your mind. That makes those related concepts ready for use, so you notice, interpret, or respond to things in a way that aligns with those activated associations, often without you realizing it.

For example, if you see the word “bread,” you might recognize related words faster, interpret a vague sentence more positively, or choose a related idea more readily, because the network of connected concepts has been nudged into a more accessible state. This is different from the other ideas: the sunk-cost fallacy deals with continuing a commitment because of past investments; framing concerns how the presentation of a problem influences choices; and the gambler’s fallacy is the belief that past random events affect future outcomes in the short term. Priming explains how brief exposure can bias thoughts and subsequent behavior through automatic activation of related memories.