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Chapter 1
Theories and Methods
in Social Psychology
The Social Psychological
Approach
Social psychology is the scientific
study of how people think about,
influence, and relate to others
The Social Psychological
Approach
focuses on the interpersonal (rather
than the societal or individual) level
of analysis
Historical Roots of Social
Psychology
Three major perspectives have
influenced social psychology:
Psychoanalytic Theory
Behaviorism
Gestalt Psychology
Theories in Social Psychology
Motivational Theories
Learning Theories
Cognitive Theories
Decision-Making Theories
Interdependence Theories
Sociocultural Theories
A sociocultural perspective
emphasizes how behavior is
influenced by cultural values, social
norms, and social roles.
Sociocultural Theories
Cultures differ in the relative
emphasis they give to individualism
versus collectivism.
Evolutionary Social Psychology
applies the principles of evolution and
natural selection to the
understanding of human behavior and
social life.
Social Psychological Theories
Today
combines and integrates different
theoretical traditions.
“middle-range theories,” or models to
explain specific aspects of human
behavior, are emphasized.
Research Methods
scientific methodology and minimizing
bias are emphasized.
Four Goals of Research
Description
Causal Analysis
Theory Building
Application
Selecting Research Participants
Ideal samples are representative of
the population from which they come.
Random sampling is the best way to
get a representative sample.
Biases in Research Samples
College students are overrepresented due to convenience.
Males are over-represented in older
research.
Ethnic minority groups are underrepresented.
Correlational versus
Experimental Designs
There are two basic research
designs: correlational and
experimental.
Correlational Research
Observes the relationship between
two or more variables
Advantages of Correlational
Designs
Enable researchers to study problems
in which intervention is impossible or
unethical
Efficient: allow researchers to
collect more information and test
more relationships
Disadvantages of Correlational
Designs
Do not provide clear-cut evidence of
cause-and-effect
reverse-causality problem
third-variable problem
Experimental Research
The researcher creates two or more
conditions that differ from each
other in clearly specified ways.
Individuals are randomly assigned to
conditions.
Their reactions are measured.
Variables in Experiments
The independent variable is the
presumed cause and is manipulated by
the researcher.
Variables in Experiments
The dependent variable is the effect
that is measured.
Variables in Experiments
The operational definition of a
variable is the specific procedure or
operations used to manipulate or
measure it.
Random Assignment
Random assignment is crucial because
it allows one to infer that differences
between groups are due solely to the
experimental conditions.
Table 1-1
CORRELATIONAL
EXPERIMENTAL
INDEPENDENT
VARIABLE
Varies naturally
Controlled by researcher
RANDOM
ASSIGNMENT
No
Yes
UNAMBIGUOUS
CAUSALITY
Usually not
Yes
EXPLORATORY
Often
Usually not
THEORY TESTING Often
Usually
TESTS MANY
RELATIONSHIPS
Usually not
Usually
Field versus Laboratory
Settings
Field research examines behavior in
its natural habitat
Laboratory research is done in an
artificial situation.
Advantages of Laboratory
Research
maximizes internal validity
more convenient and less costly than
field research
Advantages of Field Research
Maximizes external validity
Allows researchers to study powerful
situations that cannot be studied in
the lab.
Minimizes suspicion by participants
Table 1-2
LABORATORY
FIELD
CONTROL OVER
VARIABLES
High
Low
RANDOM
ASSIGNMENT
Almost always
Seldom
CONVENIENCE
Usually high
Usually low
REALISM
Low
High
IMPACT OF
INDEPENDENT
VARIABLES
Tends to be lower
Tends to be higher
SUSPICION AND
BIAS
Tends to be higher
Tends to be lower
EXTERNAL
VALIDITY
Low
High
Methods of Data Collection
Self-Report
Observational Research
Archival Research
Bias in Research
Two kinds of bias are troublesome in
social psychology: experimenter bias
and subject bias
Experimenter Bias
Subtle cues from the researchers
may influence participants’ behavior.
Solutions
“blind” research assistants
Standardize research procedures
Subject Bias
The mere fact of knowing that one is
being studied may alter one’s
behavior.
Solutions
unobtrusive measures
don’t tell participants the goals or
hypotheses
Replication
No one study is ever perfect, so
results should be replicated
Conceptual replications should be
conducted in addition to exact
replications.
Research Ethics
American Psychological Association
ethical guidelines for research
Institutional Review Boards.
Three Important Ethical
Principles
Informed Consent
Debriefing
Minimal Risk