Setting Limits: Improving the Existing Cognitive Models
…generalization across contextual variables is inevitably in error. That is, there must be conditions, among the infinity of unexamined contextual variations, under which the result does not hold.
—Greenwald, Pratkanis, Leippe, & Baumgardner (1986, p. 221)
Are cognitive theories of human behavior, completely wrong? Surely, the effort expended by intelligent people around the world on the measurement of hypothetical cognitive variables, the collection and analysis of data, the writing of books and papers, submission, reviewing, revising, editing, and all the activity and expense that go into the publication of a sizeable literature would not be carried on if cognitive theories ...