Social Psychology

Social Psychology can be defined as a branch of psychology that studies individuals in the social context. In other words, it is the study of how and why people think, feel, and do the things they do depending upon the situation they are in.

How does the group effect the individual?

Persuasion

Central Route to Persuasion

Occurs when interested people focus on the arguments & respond with favorable thoughts.

Peripheral Route to Persuasion

Occurs when people are influenced by incidental cues, such as a speakers’ attractiveness

The Foot in the Door Phenomenon

The tendency for people who have first agreed to a small request to comply later with a larger request

Door in the Face Phenomenon

Occurs when the persuader attempts to convince the respondent to comply by making a large request that the person will likely turn down hoping they will agree to a second and more reasonable request

Low Ball Technique

An sales technique where customers are initially quoted a lower price, then informed that there has been a mistake and the actual price is higher. Customers who initially agree to pay the lower price are much more likely to continue with the sale at the higher price.

Bait and Switch Technique

A deceptive sales technique that involves advertising a low-priced item to attract customers to a store, then persuading them to buy more expensive goods by failing to have a sufficient supply of the advertised item on hand or by disparaging its quality.

Framing Effect

• Framing effects are the changes in a decision-making process based on how the decision is framed. Understanding the impact of framing effects lets you make more rational, coherent decisions that rely on evidence rather than how that evidence is expressed.

Mere Exposure Effect

Occurs when people tend to develop a preference for things merely because they are familiar with them.In interpersonal relationships, people may appear more likeable or attractive to others the more they are seen.

Conformity & Obedience

Cognitive Dissonance Theory

The theory that we act to reduce the discomfort we feel when two of our thoughts are inconsistent.

2 other terms to know……..

• Normative social influence – influence resulting from a person’s desire to gain approval or avoid disapproval.

• Informational social influence – influence resulting from one’s willingness to accept others’ opinions about reality

Solomon Asch

We are already familiar with the classic experiment by Asch. In this experiment he found the following:

AltruismThe unselfish regard for the welfare of others

But why…….?

The Case of Kitty Genovese 1964

• Was stabbed and raped in Queens, NY in her own neighborhood.

• Despite her repeated screams her estimated 38 neighbors did nothing to intervene until after her death

• This highly publicized case drove psychologists to study what motivates altruism and the “bystander effect”

*The Bystander Effect

The tendency for any given bystander to be less likely to give aid if other bystanders are present.

In a famous experiment by Darley and Latane, several students engaged in a discussion over an intercom with one accomplice simulating a seizure and calling for help.• With no other students present, nearly 90% went to help• With 1 other student present, about 60% went to help• With 4 other students present, only about 30% responded

Why do we help?• Social Exchange Theory- the theory that our social behavior is an

exchange process, the aim of which is to maximize benefits and minimize costs.

• Reciprocity norm- an expectation that people will help, not hurt, those who have helped them to a similar level

• Social Responsibility Norm- an expectation that people will help those dependent upon them

Competition vs. Cooperation

• http://serendip.brynmawr.edu/playground/pd.html

• http://en.wikipedia.org/wiki/Prisoner's_dilemma

Competition

Social Trap- a situation in which the conflicting parties, by each rationality pursuing their self interest, become caught in mutually destructive behavior.

Cooperation

Superordinate goals-shared goals that override differences among people and require their cooperation