South African Supplement To Social Psychology 3rd Edition J.C. Mynhardt PDF Download
South African Supplement To Social Psychology 3rd Edition J.C. Mynhardt PDF Download
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South African Supplement to Social Psychology 3rd Edition
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J.e Mynhardt
• •
Third Edition
PEARSON
Education
This One
Sou th Africa
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Contents
Pre f ace . .... . . .... . . ..... . ... .. .. . .. ... . ........ . . . ..... . ........ . . . . ···
III
4 The self: Answering the question 'Who am 17' ..............• ....... •. ... . 16
12 Social psychology: Applying its principles to law, health, and business . . .... 121
References . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . . 133
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Preface
Over the past decade or two, international stude nts are e nrolled fo r socia l psychology
social psychologists have demonstrated the courses, at various levels, at o ur universities.
importance and reievanceof context, content, Although excellent internatio nal textbooks
and culture in our quest to understand are available, issues such as the ever-present
behavio ur. With this in m ind, PhilipZimbardo, time faClor and the principles of o utcomes-
the well-known socia l psychologist, says based education need to be addressed. Many
thai the discipline has moved from its once of our students arc studying part-Umc and
marginal position to the cen tre of modern almost all have a variety of o ther courses
psychology. Socia l psychology has also come to master during any particular year. This
a long way In South Africa. My personal often leads to situat ions where students
experience in this regard, duri ng the early rush throug h their courses witho ut giving
1970$, was 10 have been the on ly student in themselves time to reflect o n newly acquired
the honours socia l psycho logy class at my kno wledge.
university. The advantage of this solitary Experience has taught me that It Is possible
experience was that my lecturer gave me to overcome the time problem by structuring
relalive freedo m regarding the conten t of the courses better, by setting certain goals for
course, but insisted on ex tensive reading. different study areas, and by highlighl'ing
One lasting impression fro m this period the essence o f each area, so that students are
was the need fo r SOCially re levant social immedia tely aware of what they arc expected
psychology in South Africa and it is therefore to kno w and understand. To deal with this
no t surprising that my flrst research proje<:t issue in the supplement, each chapter of
dea lt with prejudice and factors associated Baron, Branscombe and Byrne's text has been
with It . nyO mo nths afte r I started teaching extensively reworked. To accommodate o ut-
social psychology in 1976, the Soweto comes-based education principles, there are
uprisi ngs began and my second project, in specific section outcomes at the beginning
collaboration with two colleagues, was an of each subsection. All the important issues
attempt to gauge the effect s of this major in each subsectio n of the main text a rc high -
incident on socia l attitudes. lighted, so that students will know what to
Shortly aftl'rwa rds, we coi nc ide ntally concentrate on. This should be very va luable
rcceived a copy of the second ed itio n of Social for revision purl>oses, and will also help to
I'syclwlogy. Bei ng conscious of the faetthat our accommodate South Africa's diverse stude nt
disci pline ough t to be ma rc relevant, and th at population.
complicated maile rs shou ld be made more The writing style, Including usage of key
easi ly understood, we Immediately det:idcd phraS{'s similar to those In the main text, is
to prescribe the book fo r o ur undergraduate deliberate, to keep readers from feeling that
course. /I has been ou r prescribed tex t they are reading a totall y different book. The
ever Since. aim is 10 help the reader to remember, by
Baro n, Branscombe and Byrne's work associatio n, what the crux of the issues in
must be seen as o ne o f the most successful the main text is. References in the reworked
textbooks ever published in the fie ld, with sections arc informal and readers should rely
more than IWO millio n copies sold worldwide. o n Baron and Byrne's original reference list. It
Fortunately, things have progressed since is extremely important to keep in mind that
my university days, and the chances that the supple ment has been written with the
on ly o nc student will be enrolled for a social assumption that a student I/(/s a/ready read the
psychology course In South Africa toda y chapters In the main Baro n, Branscombe and
arc very slim . In fa ct, literally tho usands of Byrne text. Reading the supplement alo ne,
•••
III
Cop)llighted material
without reading the main text first, will not and seJf·esteem; attitudes and prejudice;
be sufficient for students to pass examinatio n interpersonal attraction and close relation·
papers that have been set properl y, and will be ships; affil iation tendencies and loneliness;
a waste of tim e. social inOuence; prosocial behav iour and
Although the twelfth edition of the main aggressio n; groups and group po larisa tion;
tex t aga in represents an eno rmo us effo rt and, finally, health·related issues and job
to incorpo rate a multicultural perspecti ve, satisfa ction. The terms Black, o loured,
th e reported research is still mainl y orth Indian, and White in these studies arc as
American . To address this problem, th e described in the Employment Equi ty Act of
supplement aims to famili ari se readers 1998. Literatu re referred to in th e 'A South
with a sa mple of South Afri can research in Africa n perspective' sectio ns appea rs at the
specific sectio ns entitled 'A South Afri can per· end of this supplement.
specti ve'. Certain areas are better resea rched This book could not have been written
locall y than oth ers, however. There is, with out th e support of my friends and,
for instance, more South Afri can research especiall y, my two Children, Diaan and
available in the areas of identity, attitudes, Sunette.
prejudice, and aggress ion than in , say, social Finally, a special word of thanks to all at
cognition. Examples of South African research Pearson Education South Africa who have been
in cluded in th e supplement are studies in volved in bringing this supplement into
dealing with th e seJf·serving bias; identity being.
Copyrighted material
Social psychology
As an aside, the view that biological factors
Chapter 1 addresses t he following bsues: playa role In social behavio ur comes fro m the
• The definition of social psychology, fi eld o f evolu t io nary psycho logy, which is a
its focu s, application, and purpose. branch o f psycho logy that seeks to in vestigate
• The importance of understanding the role of genetic facto rs in various aspects
basic research principles, including
of human behaviour. Biological evolu tion
deception, before studying the
involving l'(I ,i(l I;QII, i llheritance, and selection
main text.
evcnlua lly resulted in a number of evolved
psychologica l mecha nisms that help us to deal
Brief overview with survival problems. Social psychologiSts
Chaple r I consists o f six ma jor sccl iom. Social who adopl an evolutionary perspective
psychology is defin ed in the fi rst section, suggest that thi s proccss applies to as]>Cti S of
while the second deals with new perspectives social behaviour such as mate prefe rence. The
and methods in the flcld . The thi rd section evol ut ionary perspective does not imply that
deals with a brief history o f social psychology. we inherit specific patterns of socia l behaviour,
The fourth section deals with cleme ntary but rather, that we Inherit predispositions
research methods and the role of theory is that may becomc reality, depending on the
discussed in the fifth section. A related topic environmen t or socia l sctting.
- nndlng a balance betwccn til(' quest for
knowledge and the rights of Individua ls - is Social psychology: Its cutting edge
evaluated In the last set::Uo n. The 'Su mmary In the ea rly days, socia l psycho logists were
and Itcvlcw' o f key poi nts, ' Key Terms', and interested in two th ings: how peoplc behave
'Connectio ns' segments should be regarded in social sit uations (social behavIour) and
as a last ma lor sectio n in all the chapters. how I>cople attem pt to understand the social
wo rld, themselves, and o ther people (SOCial
Social psychology: What it Is and cogn itio n ). Socia l behaviour and cognition
what It does were studied sepa ra tely. In contemporarysoclal
Socia l psyc h olo~'Y is the scientific field that p5)'cholog)', behaviour a nd cognit io n a rc seen
seeks to understand the nature and causes o f as much more intimately and continuo usly
individual behaviour and tho ught in social con nected . It is now accepted that we canno t
situations. Being scielltific rd ers to a SCt o f undcrSland behavio ur unless, right fro m t he
values and methods used to study a wide ra nge start , we also consid er peopl e's tho ughts,
o f topics. Core values that have to be adopted memories, I>ciicfs, a ltitudes, intentions, and
in o rder to be considered scientific arc accuracy, emotions. In ad di tio n, socia l psychologists
o bjectivity, scepticism, and opcn mindedness. have started studyi ng the neural fo undatio ns
Social psychology deals with the of social though t and behaviour - the fie ld
behaviour of individua ls and. as Implied o f social neu roscience. Interesting topics
by the definition, the focus is o n the social investigated include the neura l basis of social
behaviour a nd tho ught of these individ uals in ca tegorisation. Although social neuroscience
social sett ings. Facto rs which may influe nce cannot answer all o ur questions regard ing
o ur social behaviour include the behaviour social thought and be ha viour, it proved to
and appearance of o thers. vario us COgllWI't' be a useful <lppro ilch regarding certain to ples.
!"ocesses (Including memories and illrm'II((·s). A third new area invo lves the studying o f
the p hysIca l environment, the ( 1I1t1lml context im pliCit, nonconscious processes. To pics
in which the behaviour takes place (norms, studied here r<lnge from implicit egollsm to
etc.). and biological fact o rs. the impact of moods on memory. A fourth
1
Social psychology
and final perspective is the mult icultural therefore familiar with most of the concepts
perspective, whic h focuses o n understanding discussed in this section . It Is im perative,
the cultural and ethn ic factors that influence however, that students familiarise themselves
social beha viour. This perspective recognises with all the main concepts before studying
the importance of cultural factors in cogn ition the main text. These are the following: sys·
and behavio ur, which is of special importance te ma tic observatio n; survey m ethod; corre·
in a diverse COUlllry like South Africa. la tiona l me thod; hypothesis; experimenta l
me thod; independe nt variable; dependent
The origins and early development varia ble; rando m assignment; expe rime nte r
of social psychology effects; ex te rnal valid ity; med iating va ri·
William McDougall's book, A" IlIlrodllctiotl to a bies; and theories (see a depiction of the role
Soci(/I Psyrlw/oSY, which focused o n the idea of theory in .social psychological resea rch in
that social behaviour largely si ems from basic Figure 1. 14 in the mai n te"t).
i/lstillers, WilS published in 1908 and marks
the beginning of fo rmal social psychology. The quest for knowledge and the
Floyd Allport's Social I'sycllOlogy. published in right. of Individual.
1924, had a m uch wider scope. He saw social Social psychologiSts usc t he same research
behaviour as stemming from many different principles and tech niques as researche rs
fa ctors and he also stressed the value of in other field s of psychology. The use of
experimentation. After Floyd Allport, Muzafer d eceptio n , where researche rs withhold
Sherif studied the influence of II0n1lS and info rmation about Ihe purposes, o r procedures,
collfonllity, while Kurt Lewin and his colleagues of a study from persons participating in it,
studied leadership and other group processes. is fairly unique to social psychology. An
During the late 19405 and 1950s, the link example, where research reqUires at teast
between socia l behaviour and personalily temporary deception, is studil'S designed to
traits such as authoritarianism was keenly investigate the effects of heat on aggresSion
studied . In the mid·1950s, Leon Festinger, a (sec Chapter 10).
student o f Kurt Lewin, developed coS"it iw The use of deception usually raises ethical
t/issomlllCf theory, which proposed that people issues. There Is, for instance, al ways a chance
dislike inconsiste ncies between cognitions that deception could cause some harm to the
a nd attem pts to reduce it. During the 1960s, respondents (suc h as in the case of some of
the field expanded rapidly and many to piCS the research o n helping be haviou r; see
d iscussed later in the main text started then . Chapt er 9). Or, responden ts may be offended
A ttributio/l I hoory, which looks at the processes by being fooled during studies, and acqui re
through wh ich we understand the causes of negative a tt itudes towards socia l psychology
others' behaviour and why people behave as as a result. The dilemma can be resolved
they do, started and was ex panded during the by ensuring that deceptio n is never used
19 705. Finally, the 1980s and beyond saw the to persuade people to partake in a study.
growing influence o f a cognitive perspective Second ly, deceptio n ca n be acceptable
o n social psycholob'Y and applications of its when there is info rmed co nse nt , and the
basic principles in various fields . participants are provided with as much
info rmatio n as possible about a project,
Research as a route to Increased before deciding whether or not to participate
knowledge and the role of theory in it. A comple te d ebriefin g at the conclusion
South African students usually do their social of a research session, whe n participants are
psychology course o r module on either a given fu ll information about the nature of the
second· o r third·year level. By this time, they research and the hypothesis, o r hypotheses,
are busy with, or have completed, an intra- under investigation, is also an important part
ductory research methodology course, and arc of the process.
Cop)'lighted material
Social cognition
informatio n. TIley innuence social tho ught
[Link]' 2 .c:k:IresHS the fotlowfng luues: by having an effect on attention, encoding,
• The impact of schemas on social and the retrieval o f Info rmation . Attention
cognition and reality.
re fers to the info rmatio n we notice, fo r which
• How we reduce our effort in social schemas act as fi llers. Encoding refers to the
cognition.
process by which in fo rmatio n gets stored
• The mistakes people make in social
in me mory. Info rmation consistent with
cognition.
existing schemas gets en coded more readily,
• The influ ence of cognition on affect.
and vice versa . but info rmation unexpectedly inconsistent
is also encoded. Rega rd ing the re trieval o f
informatlon fro lll me mo ry, people genera lly
Brief overview
re port info rmatio n co nsi stent wi th thei r
This Chapter consists o f fivc majo r sections.
sch emas. However, informatio n inconsisten t
Schemas, their impact on cognition, primin&-
wi th schemas is a lso present in memory.
and [Link] persisten ce of SCh CIll3S are discussed in
The eventual effect that sch emas have on
the first section . Sectio n two covers h euristiCS,
social cognition is strongly Innuenced by the
while the third sectio n covers automatic and
stren gth o f the schemas themselves, and by a
controlled processing. In the fourth section,
high cognitive load.
potential sources o f crro r in social cognitio n
are discussed, and lastly. section five covers the
relatio nship between affect and cognitio n.
Priming
Priming is when specific stimuli o r events
The introductory section in the main lext
in crease the availability o f specific types o f
defines social cognitio n as the manner in
info rmation he ld in memory. The eventual
which we interpret, anal ~, remember, and usc
e ffect o f p riming is that conspicuo us recent
informatio n about the socia l world. Heuristics
ex perie nces make some sch emas mo re active
are d efined as simple rules fo r making
than they would o therwise be. Priming tends
complex decisio ns o r drawing inferences in a
to have very lo ng-lasting effects, but If a
rapid and ostenSibly effo rtless manner. Affect
sch em a is some how CX I)ressed in tho ught
points to our current fcclings and moods.
or behaViour, unprlmlng might occur and
tile impact of the sch clll:l ma y subsid e -
Schemas
see Sparrow and Wegner's (2006) research,
After studying this section, you will illustrated in Figure 2.3 In the main text.
know the following:
• Schemas have strong effects on Schema persistence
attention, as well as the encoding and Although schemas help us to make sense
retrieval of information. of intricate SOCial info rmation , they have
• Priming tends to have long-lasting a d ownside too in that even d iscredited
effects. information can sometimes innuence o ur
• There is a downside to schemas: they tho ughts and behavio ur - the perseverance
can distort social reality and can be effect . In this case, we place new information
self-fulfilling . in a special category rather than adapting thl'
schema. Sch e mas can also be self-fulfilling.
The impact of schemas on social cognition The resea rch by Rosenthal and Jacobson
Sch emas are me ntal fram ewo rks centered o n (1968), discussed in the ' Building thl' Science '
a specific theme that h elp us to o rganise social section, illustrates this point.
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Automatic processing and automatic social Basic 'tilts' in social thought
behaviour The negativity bias refers to the fa ct that
Once sche mas are activa ted, they can exercise we sho w greate r sensi t ivity to negative
a utomatic effects o n behaviour. This effect info rmation than to positive information .
was demonstrated by Uargh and his cOlleagues This tendency. which stro ngl y influences
(1996), whe re gro ups of respondents were our social tho ught, makes sense from an
primed to behave eit he r rude ly o r poli tely eVOlutionary pe rspective. It enables us, for
in o ne study, and primed to the stereotype instance, to detect negative facial ex pressions
for th e elde rly in anoth er. The overall showing hostility faster and m ore accurately
implication s of their ri ndings are that when t han positlve o r no n·t hreate n ing o nes.
stereotypes (schemas) arc activated, people Howeve r, research by Smith and his colleagues
may even behave negatively towards others (2006). where responde nts' brai n activity was
witho ut the conscious intention 1'0 do so. measured after being positively or nega ti vely
Subsequent research by Cesario et a l. (2006), primed, showed that the nega tivit y bias
where respondents were primed wit h photos was elimina ted by freque nt posi tive stimuli .
of me n labelled gay or straigh t showed that in This ind icates tha t the negativity b ias Is not
addition to triggering behaviou rs consisten t un iversal and that it may be elim ina ted if we
with schemas, these cognitive fra mewo rks, find o ursel ves in sltuatlons In which paying
o nce acti,'ated, may also trigge r motivated attention to positive informa tion is useful.
effo rts to prepare ind ividuals fo r interacting The optimistic bias describes o ur
with people who are the focus of thesc schemas predi sposition to expect things to turn out
(see Figure 2.7 In Ihe main text). well. Most people believe that they are more
likely than ot hers to expe rience positive events
The benefits of automotic processing and less likely to experience negative events.
Automatic processing might sometimes be In addition, we often have greater confidence
superior to careful tho ught. This was sho wn in o ur own judgements than Is justified, such
in [Link] research by Dijksterhuis and Van Olden as when entre preneurs trust that their chances
(2006), where students had to make decisions of being successful arc higher than is actually
in im media te, conscious, or un conscio us true. This is referred to as the overconnde nce
conditions. Those who we re prevented from barrier. An overall o ptimism also manifests
thinking conscio usly about their preferences itself in o ur tendency to make optimistic
(the unconscious cond ition) we re fo und to be predictio ns concerning how long a given task
more satisfied with their choices (see Figure 2.8 will take to complete, known as the plan ni ng
in the main tex t). This mighl be so because fal lacy. The plan n ing falla cy occurs for several
of cogni ti ve overload or fa ili ng to weigh reasons. First of ali, we tend to focus mo re on
various dimensions accura tely during ca reful , the future (how we will perfo rm the task) and
conscio us though t situations. less o n the past (how long it took last time).
Secondly, we make ex ternal a ttributions when
Potential sources of error In social we do ta ke past experie nces into account (we
cognition bla me factors outside o f our control). Thirdly,
when we a re highly motivated to complete
After studying this SKtlon, you will a task, we tend to make overly o ptimistic
know the following: predict ions rega rding its completion . Finally,
• We make various types of errors when we also tend to sec a 'golden', positive future
we process information. and fo rget a 'rocky' or difficult past.
• Despite this, we are reasonably In total, people seem to be inclined to
successful in making sense of the pay special atten tion to nega tive info rmation
social world.
and, simultaneously, imagi ne things to turn
OUI well.
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