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Advances in Experimental Social Psychology , Volume 54 kickass. Social Psychology For Dummies [] kickass. In the Batson et al. Studies like these are important because they reveal practical possibilities for creating a more positive society. In this case, the results tell us that it is possible for people to change their attitudes and look more favorably on people they might otherwise avoid or be prejudiced against.
In a world where religious and political divisions are highly publicized, this type of research might be an important step toward working together. Social psychologists are also interested in peace and conflict. They research conflicts ranging from the small—such as a spat between lovers—to the large—such as wars between nations. Researchers are interested in why people fight, how they fight, and what the possible costs and benefits of fighting are.
In particular, social psychologists are interested in the mental processes associated with conflict and reconciliation. They want to understand how emotions, thoughts, and sense of identity play into conflicts, as well as making up afterward. Take, for instance, a study by Dov Cohen and his colleagues. Cohen and his colleagues realized that cultural forces influence why people take offense and how they behave when others offend them.
To investigate how people from a culture of honor react to aggression, the Cohen research team invited dozens of university students into the laboratory, half of whom were from a culture of honor. They presented participants with a description of a scenario in a bar, in which someone spilled a beer on another person. The people from honor cultures did not differ from others in their personal likelihood of responding aggressively. However, the people from cultures of honor said they would expect their peers—other people from their culture —to act violently even though they, themselves, would not.
This follow-up study provides insights into the links between emotions and social behavior. It also sheds light on the ways that people perceive certain groups. This line of research is just a single example of how social psychologists study the forces that give rise to aggression and violence. Just as in the case of attitudes, a better understanding of these forces might help researchers, therapists, and policy makers intervene more effectively in conflicts.
Take a moment and think about television commercials. How influenced do you think you are by the ads you see? Nevertheless, none of us can escape social influence. Perhaps, more than any other topic, social influence is the heart and soul of social psychology. Our most famous studies deal with the ways that other people affect our behavior; they are studies on conformity —being persuaded to give up our own opinions and go along with the group—and obedience —following orders or requests from people in authority.
Among the most researched topics is persuasion. Your friends try to persuade you to join their group for lunch. Your parents try to persuade you to go to college and to take your studies seriously. Doctors try to persuade you to eat a healthy diet or exercise more often. And, yes, advertisers try to persuade you also. They showcase their products in a way that makes them seem useful, affordable, reliable, or cool.
One example of persuasion can be seen in a very common situation: tipping the serving staff at a restaurant. In some societies, especially in the United States, tipping is an important part of dining. As you probably know, servers hope to get a large tip in exchange for good service. One group of researchers was curious what servers do to coax diners into giving bigger tips. Occasionally, for instance, servers write a personal message of thanks on the bill.
In a series of studies, the researchers were interested in how gift-giving would affect tipping. First, they had two male waiters in New York deliver a piece of foil-wrapped chocolate along with the bill at the end of the meal. Half of 66 diners received the chocolate and the other half did not.
In a follow-up study, the researchers changed the conditions. In this case, two female servers brought a small basket of assorted chocolates to the table Strohmetz et al. In one research condition, they told diners they could pick two sweets; in a separate research condition, however, they told diners they could pick one sweet, but then—as the diners were getting ready to leave—the waiters returned and offered them a second sweet. In both situations, the diners received the same number of sweets, but in the second condition the waiters appeared to be more generous, as if they were making a personal decision to give an additional little gift.
The researchers concluded that giving a small gift puts people in the frame of mind to give a little something back, a principle called reciprocity. Research on persuasion is very useful. Although it is tempting to dismiss it as a mere attempt by advertisers to get you to purchase goods and services, persuasion is used for many purposes. For example, medical professionals often hope people will donate their organs after they die.
For years, doctors and researchers tried to persuade people to donate, but relatively few people did. When people received their license, they could tick a box that signed them up for the organ donation program. By coupling the decision to donate organs with a more common event—getting a license—policy makers were able to increase the number of donors. By making organ donation the default, more people have donated and more lives have been saved. This is a small but powerful example of how we can be persuaded to behave certain ways, often without even realizing what is influencing us.
You, me, all of us—we spend much of our time thinking about other people. We make guesses as to their honesty, their motives, and their opinions. Social cognition is the term for the way we think about the social world and how we perceive others. In some sense, we are continually telling a story in our own minds about the people around us. We struggle to understand why a date failed to show up, whether we can trust the notes of a fellow student, or if our friends are laughing at our jokes because we are funny or if they are just being nice.
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