Applied SOcial Psychology. Book+Lectures
Chapter 1. Applying Social Psychology.
Why do we need the PATH model?
- Everyone is an amateur social psychologist. And if a problem could be solved by common sense, it
would have been solved already.
- PATH looks at all aspects and searches for relevant evidence. It also provides reasons for choices and
has evaluation (it’s scientific).
- The PATH model provides reasons for choices. (Most important)
Step 1 - Problem: Formulating a Problem Definition.
When a social psychologist wants to do more research on a certain topic, this can cost too much time.
Therefore a better approach would be to first analyse the issue in greater detail and address the relevant
causes and conditions (in this case for charity giving). Therefore what she must do is first develop and
adequate problem definition. This is the P-phase of the PATH model.
Step 2 - Analysis: Finding explanations for the Problem.
To identify what factors affect the problem definition. To do this the social psychologist formulates a
broad set of questions that could be answered by the social psychological literature.
The Schwartz Model: In this model there are various steps that affect people’s prosocial behaviour. The
most important are:
1. Awareness: There must be an awareness that others need help. The perceived need has to be prominent,
clear and serious.
2. Opportunities to help: People must be aware that there are genuine opportunities for relieving the needs
of people with HIV/AIDS. Therefore, the campaign must convey that there are various concrete actions
that can improve the situation of victims.
3. Ability to help: People have to recognize their own ability to provide relief. If people feel helpless,
their awareness of the problem is reduced, and they will not feel very motivated to offer help. Therefore,
it should be emphasized, for instance, that even small donations make a difference.
4. Personal norms: A major factor affecting helping behavior in personal norms. These are feelings of
moral obligation that one should help specific needy others.
5. Responsibility: Finally, people also need to accept some responsibility for the problem in order to
become involved and offer aid.
Step 3 - Test: Developing and Testing the Process Model.
In the model, the key outcome variable is the willingness to donate money to help people with HIV/AIDS
in Africa. There are a number of processes that influence this willingness, according to the model.
One factor is the attitude towards people with HIV/AIDS. Based on the just world hypothesis the more
people believe that being infected with HIV is preventable, and the more they believe in a good world, the
more they will hold people with HIV/AIDS responsible of their own fate and donate less. Thus, a
potential problem for the campaign is that some people will feel that HIV/AIDS could be prevented by
having safe sex, and that, as a result, many feel that people with HIV/AIDS somehow brought it upon
1
Chapter 1. Applying Social Psychology.
Why do we need the PATH model?
- Everyone is an amateur social psychologist. And if a problem could be solved by common sense, it
would have been solved already.
- PATH looks at all aspects and searches for relevant evidence. It also provides reasons for choices and
has evaluation (it’s scientific).
- The PATH model provides reasons for choices. (Most important)
Step 1 - Problem: Formulating a Problem Definition.
When a social psychologist wants to do more research on a certain topic, this can cost too much time.
Therefore a better approach would be to first analyse the issue in greater detail and address the relevant
causes and conditions (in this case for charity giving). Therefore what she must do is first develop and
adequate problem definition. This is the P-phase of the PATH model.
Step 2 - Analysis: Finding explanations for the Problem.
To identify what factors affect the problem definition. To do this the social psychologist formulates a
broad set of questions that could be answered by the social psychological literature.
The Schwartz Model: In this model there are various steps that affect people’s prosocial behaviour. The
most important are:
1. Awareness: There must be an awareness that others need help. The perceived need has to be prominent,
clear and serious.
2. Opportunities to help: People must be aware that there are genuine opportunities for relieving the needs
of people with HIV/AIDS. Therefore, the campaign must convey that there are various concrete actions
that can improve the situation of victims.
3. Ability to help: People have to recognize their own ability to provide relief. If people feel helpless,
their awareness of the problem is reduced, and they will not feel very motivated to offer help. Therefore,
it should be emphasized, for instance, that even small donations make a difference.
4. Personal norms: A major factor affecting helping behavior in personal norms. These are feelings of
moral obligation that one should help specific needy others.
5. Responsibility: Finally, people also need to accept some responsibility for the problem in order to
become involved and offer aid.
Step 3 - Test: Developing and Testing the Process Model.
In the model, the key outcome variable is the willingness to donate money to help people with HIV/AIDS
in Africa. There are a number of processes that influence this willingness, according to the model.
One factor is the attitude towards people with HIV/AIDS. Based on the just world hypothesis the more
people believe that being infected with HIV is preventable, and the more they believe in a good world, the
more they will hold people with HIV/AIDS responsible of their own fate and donate less. Thus, a
potential problem for the campaign is that some people will feel that HIV/AIDS could be prevented by
having safe sex, and that, as a result, many feel that people with HIV/AIDS somehow brought it upon
1
