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THIS WEEKS PLAYLIST 1 Artist Song 1. Weezer Perfect Situation Power of the Situation 2 will.i.am I Got It From My Mama Nature vs. Nurture; Proximal vs. Distal Influences 4. Taylor Swift I Knew You Were Trouble Hindsight Bias 5. Bill Withers Lean On Me Collectivist Cultural Values 6. Haddaway What Is Love? Operationalizing Constructs 7 Notorious B.I.G. Mo Money Mo Problems Understanding Correlations

SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

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Page 1: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THIS WEEK’S PLAYLIST

1

Artist Song

1. WeezerPerfect Situation

Power of the Situation

2 will.i.amI Got It From My Mama

Nature vs. Nurture; Proximal vs. Distal Influences

4. Taylor SwiftI Knew You Were Trouble

Hindsight Bias

5. Bill WithersLean On Me

Collectivist Cultural Values

6. HaddawayWhat Is Love?

Operationalizing Constructs

7 Notorious B.I.G.Mo Money Mo Problems Understanding Correlations

Page 2: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WELCOME!

Psychology 201: Intro to Social Psychology

Melanie B. Tannenbaum, M.A.

January 22, 2014

Page 3: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THIS WEEK

!○ Who are you? !!

○ What will this class be like? !!

○ A brief introduction to Social Psychology

Page 4: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

ON YOUR INDEX CARD...

○ Name !!

○ Year in school (freshman, sophomore, etc.) !!

○ College major & future plans !!

○ One defining and/or interesting fact about yourself!

Page 5: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

ABOUT ME

○ Name: Melanie Tannenbaum !

○ Year: I am a 5th year Ph.D. candidate in social psychology !

○ Background: I’m originally from NY; I graduated from Duke in 2009. Here at UIUC, I study persuasion, motivation, the effects of social class on political attitudes, and whether or not “scare tactics” work to change behavior. !

○ Interesting Fact: This isn’t all I teach! I’m also a group fitness instructor; I teach PiYo (Pilates/Yoga) & Zumba.

I also like competing in Tough Mudders & Spartan Races ☺

Page 6: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SYLLABUS

I strongly encourage you to come to class having

read the textbook... !

...but lecture will highlight important points

from the book.

Page 7: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SYLLABUS

There are 12 Psych 201 sections, and I only teach 2. Exams are the same for all sections. Other instructors

may highlight different things in their classes.

!I will do my best to make

sure I cover everything on the exams, but I can’t guarantee it. You should be comfortable with the textbook material.

Page 8: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SYLLABUS

● Participation: Available in lecture only ○ Assessed using iClickers ○ There will be several iClicker questions during each class period; you

only have to answer one in order to receive credit, and any answer (even an incorrect one) will count.

○ Please see me after class if you have issues with your iClicker on any particular day (but this should not be frequent, please!)

!● Extra Credit: Up to 3% added onto your final grade

○ If your final grade would be an 89, it would get bumped up to a 92 ○ Psychology Subject Pool - 1% for each hour of participation up to 3% ○ For over ½ of the students last semester who did not participate in

studies, doing so would have made of a difference of at least ½ a letter grade (and 2 people could have gone from a B+ to an A!)

○ Most people who did participate moved up at least ½ a letter grade

Page 9: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

ICLICKERS

Please register your iClicker on Compass 2G and the iClicker website,

if possible! !

Website: http://www1.iclicker.com/

register-an-iclicker/

Page 10: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 11: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

ICLICKERS

If you get a new iClicker during the semester, or if you have more than one already, please register all numbers, or else you won’t get credit for your

participation!

Page 12: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PLEASE DO NOT...

○ Oversleep and miss your midterm or final exam ● ...especially if it is at 7 PM !

!○ Book a non-refundable flight the day before your exam

!!

○ Forget the date and/or time and/or room of your exam

Page 13: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GRADES: WILL NOT BE ROUNDED UP

○ Yes, I mean it. !!

○ No, there are really no exceptions. !!

○ Even if you need a certain grade to graduate, remain a student in good standing, not get yelled at by your parents, etc...

Page 14: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

!!

I really want everyone to get an A in this class, but earning the A is UP TO YOU.

Page 15: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SOCIAL PSYCHOLOGY:Introduction and Methods

Page 16: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHY TAKE SOCIAL PSYCHOLOGY?

○ Required !!

○ Recommended by a friend/classmate !!

○ Not at 8 AM

Page 17: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT IF THIS CLASS COULD...

○ Impact your view of pop culture? !

○ Change how you read literature, listen to music, or understand current events? !

○ Help you pursue your goals, change people’s attitudes, or get someone to like you?

Page 18: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME MY SODA!

Does it really matter how big our food/drink containers are?

Page 19: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHEN WILL YOU BE FULL?

WHEN I REACH THE

BOTTOM.

WELL, GOOD LUCK WITH

THAT.

Page 20: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 21: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHEN WILL YOU BE FULL?

WHEN I REACH THE

BOTTOM.

WELL, GOOD LUCK WITH

THAT.

75%

Page 22: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 23: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 24: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 25: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME MY SODA!

Does it really matter how big our food/drink containers are?

Page 26: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME MY SODA!

Yes. People really will drink more soda if they have bigger containers.

Page 27: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME PORN!

Does it really matter if the U.K. has an internet porn filter?

Page 28: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 29: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

100%

Page 30: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

3%

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Page 32: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

33%

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Page 34: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 35: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

OPT IN OPT OUT

Page 36: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

98%

15%

Page 37: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)
Page 38: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

60%

Page 39: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME PORN!

Does it really matter if the U.K. has an internet porn filter?

Page 40: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

GIVE ME PORN!

Yes. Even if they can “opt out” of the filter... ...most people are probably too lazy to bother.

Page 41: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

A FEW QUESTIONS...

1. Your little sister wants to be an artist, but her art is terrible. Your parents want you to encourage her by telling her that her art is really good. You would be most likely to change your mind and actually start to think her art is really good if your parents gave you... !

A) $5 for telling your sister that her art is good B) $20 for telling your sister that her art is good C) $100 for telling your sister that her art is good D) No money for telling your sister that her art is good

Page 42: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

A FEW QUESTIONS...

2. You’re getting married, and you want to make sure that you and your spouse-to-be don’t get divorced. Research tells us that there are four “dangerous behaviors” to avoid in relationships, and by observing the presence (or absence) of these behaviors during a 15-minute interaction, we can predict whether or not a couple will divorce. How accurate do you think these predictions are?

! A) These behaviors predict divorce with 52% accuracy. B) These behaviors predict divorce with 68% accuracy. C) These behaviors predict divorce with 87% accuracy. D) These behaviors predict divorce with 93% accuracy.

Page 43: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

A FEW QUESTIONS...

3. UIUC is considering a pay-for-grades policy; students would be paid $100 for every “A” they get each semester. What do you think would be the effect of this policy?

! A) Students would be more motivated to learn B) Students would be less motivated to learn C) Students would be more motivated at first, but

eventually be even less motivated than before the policy D) Students would be less motivated at first, but

eventually be even more motivated than before the policy

Page 44: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

A FEW QUESTIONS...

4. You want your friend to come to a party with you, but she says that she is too shy to go to a big party. To convince her to come along, you should challenge her by...

! A) Reminding her that she liked the last party she went to B) Telling her this would be a good chance to test that belief C) Asking her to list 10 examples of times she was outgoing D) Asking her to list 10 examples of times she was shy

Page 45: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

You will learn about all of this (and more!) in this class.

Page 46: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

You will learn about all of this (and more!) in this class.

Hindsight Bias !

The tendency to see events that have already occurred as

more predictable than they really were.

!“I knew it all along!”

Page 47: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

You will learn about all of this (and more!) in this class.

After you learn about a social psychology finding, it might

seem “obvious.” !

Remember that things are not always so predictable

when you don’t already know about them...this is why

studying social psychology is so important! And I’m so

happy that you are here! ☺

Page 48: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

CHAPTER 1 PLAN

!○ Characterizing Social Psychology !!

○ 3 important themes ● Power of the Situation ● Construal ● Proximal vs. Distal Influences

Page 49: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT IS SOCIAL PSYCHOLOGY?

• The scientific study of how people’s thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others.

• Scientific Study

!

• Thoughts, Feelings, Behaviors

!

• Presence of Others

Page 50: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT IS NOT SOCIAL PSYCHOLOGY?

○ Personality Psychology ● We tend to (though not always) focus on more fleeting,

environmental influences; they often focus on personality traits or how people are consistent over time.

!○ Cognitive Psychology

● We focus exclusively on social behavior; they often study things like reading, language acquisition, etc.

!○ Sociology/Anthropology

● We tend to focus more on individual behavior; they can examine many of the same behaviors, but tend to look at how these behaviors are displayed across an entire country, culture, or society.

Page 51: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE POWER OF THE SITUATION

○ Kurt Lewin ● Father of Social Psych

!○ B = f (P, E)

● Behavior is a function of the person and the environment

!○ The situation is important,

not just personality!

Page 52: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SITUATION: PROXIMAL VS. DISTAL FORCES

○ Here & Now !

○ Immediate Situation ○ Perceptions/Construal !

○ Perceiving/reacting to immediate situation

○ Removed In Time !

○ Culture/Socialization ○ Evolution !

○ Shapes behavior on a broader scale

Proximal Distal

Page 53: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PROXIMAL FACTORS

ENVIRONMENTAL CUES

DEFAULTS PERCEIVED CONVENIENCE

Page 54: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PROXIMAL FACTORS

○ “Good Samaritan” Study ● Darley & Batson, 1973 !

○ Seminary Students !

○ “You’ll be giving a speech across campus.” !!

○ ½: Prepare a speech on the “Good Samaritan” Parable ○ ½: Prepare a speech on a neutral topic !!

○ ½: “Oh no, you’re late! You have to rush there ASAP!” ○ ½: “Don’t worry, you have plenty of time!”

Page 55: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PROXIMAL FACTORS

On the way, they passed a man on the street who clearly needed help.

!Psychologists were spying from the side of the road.

Which group of people do you think were

most likely to stop and help him?

Page 56: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PERSONALITY?

Seminary students have dedicated their lives to helping others...these are all very good people.

!They should all stop to help!

Page 57: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

PERSONALITY?

Seminary students have dedicated their lives to helping others...these are all very good people.

!They should all stop to help!

Page 58: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT’S ON YOUR MIND?

The ones giving a speech on the Good Samaritan literally had the idea of helping others right there at

the fronts of their minds... (it was primed) !

They should be more likely to stop and help others on the way to the speech!

Page 59: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT’S ON YOUR MIND?

The ones giving a speech on the Good Samaritan literally had the idea of helping others right there at

the fronts of their minds... (it was primed) !

They should be more likely to stop and help others on the way to the speech!

Page 60: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT REALLY HAPPENED...

0%

15%

30%

45%

60%

In A Hurry Not In A Hurry

Per

cen

tag

e w

ho

sto

pp

ed t

o h

elp

Time pressure was the only thing that

mattered.

Page 61: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT REALLY HAPPENED...

0%

15%

30%

45%

60%

In A Hurry Not In A Hurry

Per

cen

tag

e w

ho

sto

pp

ed t

o h

elp

Even seminary students who were on

their way to give a speech about the Good

Samaritan did not stop to help if they were in a

hurry.

Page 62: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHAT REALLY HAPPENED...

0%

15%

30%

45%

60%

In A Hurry Not In A Hurry

Per

cen

tag

e w

ho

sto

pp

ed t

o h

elp

The power of the situation!!!

Page 63: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

CHANNEL FACTORS

Situational circumstances that appear unimportant but have great consequences for behavior, either facilitating it,

guiding it, or blocking it.

The size of the plate Being in a hurry

Page 64: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

CONSTRUAL !

People’s interpretation and inferences about the stimuli or situations they confront.

!What is this symbol?

Page 65: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

CONSTRUAL !

People’s interpretation and inferences about the stimuli or situations they confront.

!What is this symbol?

Page 66: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

CONSTRUAL !

People’s interpretation and inferences about the stimuli or situations they confront.

!What is this symbol?

Page 67: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

Many times, the actual situation itself is not as important as how you interpret it.

Page 68: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

○ What kind of experience do you expect when you sit down to watch this movie? ● http://www.youtube.com/watch?v=bztYTkBiR0Q !!

○ What about this one? ● http://www.youtube.com/watch?v=KmkVWuP_sO0 !!

○ Context makes a difference!

Page 69: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

!!!

Construals determine how we perceive and judge the world around us & social situations

!http://www.youtube.com/watch?v=lTVZheHPcNc

Page 70: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

○ Schemas: Generalized knowledge about the physical and social world, such as how to behave in certain situations and with certain kinds of people. !!

○ Schemas make it easy to go into “auto-pilot” in most situations – they are necessary for daily functioning. !!

○ Stereotypes are a specific type of schema; you can think of schemas like “stereotypes, but not just for people.”

Page 71: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

PARTY

Page 72: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

THE ROLE OF CONSTRUAL

CLASS

Page 73: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

NORMAL BEHAVIOR.

○ Talk loudly with friends !

○ Wear “going out” clothes !

○ Hold a Solo cup !

○ Take pictures

○ Sit quietly !

○ Wear a backpack !

○ Hold your laptop !

○ Take notes

PARTY CLASS

Page 74: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

NORMAL BEHAVIOR?

○ Talk loudly with friends !

○ Wear “going out” clothes !

○ Hold a Solo cup !

○ Take pictures

○ Sit quietly !

○ Wear a backpack !

○ Hold your laptop !

○ Take notes

CLASS PARTY

Page 75: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

IMAGINE THAT THIS IS YOUR BRAIN...

Your conscious thoughts, feelings, and behaviors are just

the tip of the iceberg! !

There is a lot that goes on beneath the surface that you

don’t even realize.

Page 76: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

IMAGINE THAT THIS IS YOUR BRAIN...

And I know what you’re thinking, but this doesn’t

necessarily mean things like dream analysis, penis envy,

wanting to sleep with your Mom and kill your Dad, psychic

energies, ESP...

(although it can, I guess, if you’re into that stuff.)

Page 77: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

IMAGINE THAT THIS IS YOUR BRAIN...

It just means that we might have culturally learned attitudes that we might not even endorse but

are still there in our brains anyway, or automatic mental

schemas meaning that hearing a certain word will activate related

concepts in our minds, or “gut reactions” to situations that we

can’t control (though we can control how we respond to

them)...and so on!

Page 78: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

SUMMARY SO FAR

○ Proximal Factors ● Power Of The Situation ● Construal ● Channel Factors !

○ What about distal factors? ● Broader aspects of culture, evolution, etc. ● Things that are not quite so immediate/obvious

Page 79: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

WHO AM I?

○ Finish the sentence “I am...” a few times in your head. !!

○ Complete the sentences using self-descriptions that you think best define who you are. !!

○ Think to yourself about what most of these sentences look like before I switch to the next slide.

Page 80: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

DID YOUR SENTENCES LOOK MORE LIKE...

○ I am intelligent. !

○ I am artistic. !

○ I am friendly. !

○ I am charitable. !

○ I am athletic.

○ I am a good daughter. !

○ I am a brother. !

○ I am a loyal friend. !

○ I am a Tri Delt. !

○ I am a UIUC student.

...this? ...or this?

Page 81: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

COLLECTIVIST CULTURES

Asia, Africa, South America

!Define self in terms of

relationships and group memberships.

!“I am a good friend.”

Page 82: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

INDIVIDUALIST CULTURES

USA, Canada, Western Europe

!Define self in terms of

unique traits, attributes, and actions.

!“I am friendly.”

Page 83: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

IMPORTANCE OF CULTURE

!!

This is just one (admittedly big) way in which cultures differ

!!

Depending on culture, people may be more (or less) likely to cooperate, assign different roles to men and women, or behave in

certain ways.

Page 84: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

COLLECTIVISTS MAY BE MORE LIKELY TO...

!!

Keep a secret to preserve the harmony of the group. !!

Work harder after failure to avoid bringing shame to one’s family. !!

Buy a car that is advertised by emphasizing the great times you’ll have in it with your friends and family.

Page 85: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

INDIVIDUALISTS MAY BE MORE LIKELY TO...

!!

Tattle or whistleblow to get individual glory/save one’s own skin !!

Switch to a different task after failure to find something he/she is personally good at.

!!

Buy a car that is advertised by emphasizing how you’ll stand out from the crowd and be seen as a trendsetter.

Page 86: SOCIAL PSYCH INTRO (Psych 201 - Chapter 1 - Spring 2014)

CHAPTER 1: MOST IMPORTANT POINTS

○ What is social psychology? !!

○ How is it different from other disciplines? !!

○ What are construals? Why are they so important?

○ What is a schema? !!

○ What was the main point of the Good Samaritan study? !!

○ Is the situation important? (Hint: Yes.) !

○ What is the difference between individualist and collectivist cultures?