The Socio-Cultural Level of Analysis

1. Exam outline The Socio-Cultural Level of Analysis Mr. Freeman

2. Learning Objectives – 1.3 • Discuss how and why particular research methods are used at the socio-cultural level of analysis • Naturalistic vs. lab-based • With socio-cultural, observation is key rather than experimentation • Observation develops theories, that lab experiments can test

3. Learning Objectives – 1.4 • Discuss ethical considerations related to research studies at the socio-cultural level of analysis • Overt/covert observations (Zimbardo) • Deception (Asch) • Harm to individuals (Zimbardo) • See last slides for details

4. Learning Objectives – 2.1 • Describe the role of situational and dispositional factors in explaining behaviour • Fundamental Attribution error: people overestimate the role of disposition • Actor-Observer: “actors” attribute events to situation; observers, to “disposition”

5. Learning Objectives – 2.2 • Discuss two errors in attribution • Fundamental Attribution Error – more likely to attribute to disposition • Self-Serving Bias – more likely to perceive one’s own actions as just

6. Learning Objectives – 2.3 • Evaluate social identity theory • Tajfel’s SIT – personality is a composite of social categorizations • BBC Prisoner Study – criticisms of Zimbardo and Milgram

7. Learning Objectives – 2.4 • Explain the formation of stereotypes and their effect and behaviour • Social categorization – different groups • Illusory correlation – overestimate the connection between variables • Stereotype threats – explicit or implicit, based on false assumptions

8. Learning Objectives – 3.1 • Explain social learning theory • Bandura’s “Bobo Doll” study • Children, and humans, imitate behaviors they observe from others

9. Learning Objectives – 3.2 • Discuss the use of compliance techniques • Cialdini’s 6 principles of compliance • Authority • Social Proof

10. Learning Objectives – 3.3 • Evaluate research on conformity to group norms • Asch – Group think; people tend to conform to a group in order to feel accepted • Moscovici – Minority Influence; a consistent, vocal minority will sway opinion more than group pull

11. Learning Objectives – 3.4 • Discuss factors influencing conformity • Group size – large group, more likely • Unanimity – more likely • Self-esteem – lower, more likely • Minority influence – more vocal, less likely to conform • Culture – Western Cultures less likely to conform

12. Learning Objectives – 4.1 • Define the terms “culture” and “cultural norms” • Culture: a set of shared attitudes, values, goals, and practices that characterizes a group • Cultural Norms: the expected behaviors and cues within a society or group

13. Learning Objectives – 4.2 • Examine the role of two cultural dimensions on behavior • Individualism vs. collectivism: individualist cultures are less likely to conform, and are more prideful • Time vs. consciousness: with age, acceptance of cultural norms can either increase or decrease

14. Learning Objectives – 4.3 • Using one or more examples, explain “emic” and “etic” concepts • Emic: observations or analysis important to individuals in a culture; subjective characteristics • Etic: observations or analysis important to psychologists; objective characteristics

15. Important Studies • Albert Bandura • The “Bobo Doll” experiment – 1961 • Children will imitate behaviors that they observer • Example of observational learning

16. Important Studies • Philip Zimbardo • The “Stanford Prison Guard” experiment – 1972 • People will eventually adapt to take on roles they play • Example of cognitive dissonance

17. Important Studies • Solomon Asch • The “Conformity Experiments” – 1950s • People are more likely to conform to group beliefs even if they disagree with them • Example of group conformity

18. Important Studies • Stanley Milgram • “Obedience” experiments – 1961 • People will obey the directions of those percieved to be legitimate authority figures • Example of compliance, depersonalization, foot-in-the-door

19. Important Studies • “Genie” studies • Was raised in social isolation • Example of how participant observations can skew data, as no concrete tests were ever effectively performed; psychologists were legal guardians