1. The Socio-Cultural Level of Analysis
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. Discuss two errors in attribution
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. Evaluate social identity theory
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. Explain the formation of stereotypes and their effect and behaviour
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. Explain social learning theory
Learning Objectives – 3.1
Explain social learning theory
Bandura’s “Bobo Doll” study
Children, and humans, imitate behaviors they observe from others

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

10. Evaluate research on conformity to group norms
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. Discuss factors influencing conformity
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. Define the terms “culture” and “cultural norms”
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. Examine the role of two cultural dimensions on behavior
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. Using one or more examples, explain “emic” and “etic” concepts
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