1 Introduction to Applied Social Psychology
Introduction: Social Problems, Human Cognition, and Behavior
Social psychology: the scientific field that seeks to understand the nature and
causes of individual behavior and thought in social situations
Designing effective solutions for social problems requires:
1. Understanding which behavior causes the given problem
2. Examining which factors influence the particular behavior
3. Understanding which intervention techniques are available
to change behavior
● Which behavioral antecedents are typically target by various
intervention types
Another function is evaluating the effects of interventions
Focusing efforts on aspects of a social problem where applied scientists
would have the most impact in improving the relevant problems
Definition of Applied Social Psychology
Applied social psychology: the systematic application of social psychological
constructs, principles, theories, intervention techniques, research methods,
and research findings to understand or solve social problems
Construct: a clearly refined individual (psychological) characteristic that is
generally latent and not directly observable
Principle: a statement of how a psychological process works
,Theory: an integrated set of principles that describes, explains, and predicts
observed events
Basic and applied social psychology differ in two important respects:
Basic social psychologists Applied social psychologists
Particularly interested in developing Focus on understanding and
and testing theories resolving practical (social) problems
Deductive approach: starting with a Inductive approach: starting with a
particular theory, and examining to specific social problem, and
what extent the theory is helpful in examining to what extent various
understanding various types of social theories help to understand specific
behavior problems, and which theories
provide the best explanation of the
particular behavior causing the
problems
Combining basic and applied work is very valuable
Correspondence between Basic and Applied Social Psychology
- Developing and Testing Theories
Theories very useful for understanding causes of social problems, and may
suggest techniques by which problems can be solved
- Provide coherent frameworks for understanding behavior that causes
social problems (finding critical factors)
- Understanding and interpreting results of research
- Help developing interventions
,Theories can help applied social psychology and vice versa (field settings
provide ultimate validity test)
- Basic and Applied Social Psychology as Science
Science refers to:
- Reliance on scientific methods
● Scientific methods: methods that depend on empirical tests, that
is, the use of systematic observations to evaluate propositions and
ideas
- Guidance by the core values of science
● Accuracy: gathering and evaluating information that is as precise
and error free as possible
● Objectivity: minimizing bias in obtaining and evaluating data
● Scepticism: accepting findings as accurate only to the extent that
they have been verified over and over again by the data
● Open-mindedness: accepting evidence as valid, even if the
evidence is not consistent with one’s initial, and perhaps strongly
held, beliefs and theories
General ethical standards should be followed
Some concerns include:
- Deception; should be avoided and used only when it serves a higher
desirable goal
- Informed consent; informed about aim and impact of study beforehand
- Invasion of privacy; respected and confidential
- Debriefing; updates and dealing with misconceptions
- Goals of Science
- Description: identifying and specifying the details and nature of a
phenomenon
, - Prediction: knowing what factors are systematically related to the
phenomenon of interests
- Causality: identifying causes of a phenomenon
- Explanation: establishing why a phenomenon or relationship occurs
- Causes of Behavior and Cognitions
Behavior and thoughts are shaped by many different factors:
● Individual factors: intrapersonal characteristics and processes
- Individual differences
● Social factors: effect of opinions and actions of other people on our
behavior, thoughts, and feelings
- Milgram experiment (administering painful shocks)
- Asch experiment (going along with obvious mistakes)
- Zimbardo experiment (prison experiment)
● Situational factors: contextual factors that may affect behavior and
thoughts
- Temperature
- Environmental stressors (noise, crowding)
● Cultural factors: cultural values or norms affecting cognitions, feelings
and behavior
- Culture: system of shared meanings, perceptions, and beliefs held
by people belonging to a particular group
● Biological factors: effect of biological processes and genetic factors on
behavior, feelings, and thoughts
Features of Applied Social Psychology
- The Role of Personal Values
Introduction: Social Problems, Human Cognition, and Behavior
Social psychology: the scientific field that seeks to understand the nature and
causes of individual behavior and thought in social situations
Designing effective solutions for social problems requires:
1. Understanding which behavior causes the given problem
2. Examining which factors influence the particular behavior
3. Understanding which intervention techniques are available
to change behavior
● Which behavioral antecedents are typically target by various
intervention types
Another function is evaluating the effects of interventions
Focusing efforts on aspects of a social problem where applied scientists
would have the most impact in improving the relevant problems
Definition of Applied Social Psychology
Applied social psychology: the systematic application of social psychological
constructs, principles, theories, intervention techniques, research methods,
and research findings to understand or solve social problems
Construct: a clearly refined individual (psychological) characteristic that is
generally latent and not directly observable
Principle: a statement of how a psychological process works
,Theory: an integrated set of principles that describes, explains, and predicts
observed events
Basic and applied social psychology differ in two important respects:
Basic social psychologists Applied social psychologists
Particularly interested in developing Focus on understanding and
and testing theories resolving practical (social) problems
Deductive approach: starting with a Inductive approach: starting with a
particular theory, and examining to specific social problem, and
what extent the theory is helpful in examining to what extent various
understanding various types of social theories help to understand specific
behavior problems, and which theories
provide the best explanation of the
particular behavior causing the
problems
Combining basic and applied work is very valuable
Correspondence between Basic and Applied Social Psychology
- Developing and Testing Theories
Theories very useful for understanding causes of social problems, and may
suggest techniques by which problems can be solved
- Provide coherent frameworks for understanding behavior that causes
social problems (finding critical factors)
- Understanding and interpreting results of research
- Help developing interventions
,Theories can help applied social psychology and vice versa (field settings
provide ultimate validity test)
- Basic and Applied Social Psychology as Science
Science refers to:
- Reliance on scientific methods
● Scientific methods: methods that depend on empirical tests, that
is, the use of systematic observations to evaluate propositions and
ideas
- Guidance by the core values of science
● Accuracy: gathering and evaluating information that is as precise
and error free as possible
● Objectivity: minimizing bias in obtaining and evaluating data
● Scepticism: accepting findings as accurate only to the extent that
they have been verified over and over again by the data
● Open-mindedness: accepting evidence as valid, even if the
evidence is not consistent with one’s initial, and perhaps strongly
held, beliefs and theories
General ethical standards should be followed
Some concerns include:
- Deception; should be avoided and used only when it serves a higher
desirable goal
- Informed consent; informed about aim and impact of study beforehand
- Invasion of privacy; respected and confidential
- Debriefing; updates and dealing with misconceptions
- Goals of Science
- Description: identifying and specifying the details and nature of a
phenomenon
, - Prediction: knowing what factors are systematically related to the
phenomenon of interests
- Causality: identifying causes of a phenomenon
- Explanation: establishing why a phenomenon or relationship occurs
- Causes of Behavior and Cognitions
Behavior and thoughts are shaped by many different factors:
● Individual factors: intrapersonal characteristics and processes
- Individual differences
● Social factors: effect of opinions and actions of other people on our
behavior, thoughts, and feelings
- Milgram experiment (administering painful shocks)
- Asch experiment (going along with obvious mistakes)
- Zimbardo experiment (prison experiment)
● Situational factors: contextual factors that may affect behavior and
thoughts
- Temperature
- Environmental stressors (noise, crowding)
● Cultural factors: cultural values or norms affecting cognitions, feelings
and behavior
- Culture: system of shared meanings, perceptions, and beliefs held
by people belonging to a particular group
● Biological factors: effect of biological processes and genetic factors on
behavior, feelings, and thoughts
Features of Applied Social Psychology
- The Role of Personal Values
