SCHOOL OF ARCHITECTURE, BUILDING & DESIGN

Center for Modern Architecture Studies in Southeast Asia

Foundation in Natural and Built Environments

Social Psychology [PSY30203]

Assignment 1: First Individual Journal

NAME : PHILIA CHUA YI SIAN

STUDENT ID : 0318936

TUTOR : Ms. NORUL HIDAYAH

The photo above shows a bustling crowd in Jonker Street, Melaka at night. Here, a few

elements of psychological heuristics can be identified. One of it is anchoring and adjustment

heuristics. Anchoring and adjustment heuristics describes cases in which one uses a number or a

value as a starting point, known as an anchor, and adjusts said information until an acceptable value

is reached (Epley & Gilovich, 2005). At Jonker Street, people are seen bargaining with stall owners

to get the best price for items upon purchasing them, adjusting the range of the price and in fact,

affecting the whole market little by little. Other than that, is schema. Schema can be described as a

mental structure of preconceived ideas, a framework representing some aspect of the world, or a

system of organizing and perceiving new information. Customers of stalls selling food would place

their orders at the stall before sitting down at the tables and chairs set up closest to their respective

stalls to avoid confusion. Then, customers would pay after the food has arrived.