1. Sociocultural Approach to Behavior

2. Principles of Sociocultural LoA
Since humans are social animals, we have the basic need to “belong” & connect with others
Social & Cultural groups influences behavior
Since humans are social animals, we have a social self
Not only do we have an individual identity, but also a collective/social identity
People’s views of the world are resistant to change (ideological immunity)

3. Cultural Influences on individual attitudes, identities & behaviors
culture & cultural norms

4. Questions of Inquiry
What determines your beliefs, behaviors, & attitudes?
Who determines cultural & social norms?

5. Origins & definitions of “Culture”
What we refer to when we talk about behaviors, attitudes, & identities that are common among a group of people who claim some form of unity with each other
Universally recognized & effects us personally
Because we have the need to belong (principle 1) we form social groups…
Protection
Survive a given environment
Matsumoto (2007) states, “Culture is a solution to the problem of how to survive given the problems in the environment the physical & social needs that must be addressed & the tools available.”
The response of a group of people to their environment & this is why so many cultures exist
More distinct environments will have more distinct cultures

6. Difference in Cultures
Since people were responding to different environments, resources & social makeups such as sizes of families & communities, different cultures evolved
Globalization: the development of an increasingly integrated global economy marked especially by free trade, free flow of capital, and the tapping of cheaper foreign labor markets
Due to this, more cultures have become more interconnected & interrelated
Sometimes misunderstanding can lead to conflict

7. Definitions of Culture
Matsumoto (2004)…128 different definitions of culture
2007: unique meaning & information system, shared by a group & transmitted across generations, that allows the group to:
Meet basic needs for survival
Coordinate socially to achieve visible existence
Transmit social behavior
Pursue happiness & well-being
Derive meaning to life
Hofstede, n.d.: “collective programming of the mind distinguishing the members of one group or category of people from another.”
Guides groups of people in their daily interactions and distinguishes them from other groups of people

8. More “definitions” of Culture
Lonner (1995):
“common rules that regulate interactions and behavior in a group as well as a number of shared values and attitudes in the group.”
Hofstede (2002):
“mental software”… “cultural schemas that have been internalized so that they influence thinking, emotions, and behavior.”
Shared among groups
Learned through daily interactions and by feedback from members of the group

9. Surface vs. Deep Culture
“Surface culture” (visible): eating habits, clothing, rituals, communication, etc.
“Deep culture” (cultural manifestations): beliefs, attitudes, values, etc.
Kuschel (2004)
Ask questions on how specific factors in culture relate to behaviors such as initiation rites, honor killing, etc.
Argues that if culture is used as an explanation of behavior, it can lead to circular arguments and generalizations
Culture is vague and includes many variables, it should not be used as an explanation in itself
Visible
Behaviors
Artifacts
Norms
Assumptions
Beliefs
values
Invisible

10. Culture vs. Cultural Norms
Culture (the purpose)
Cultural Norms (how to achieve the purpose)
Generic term given to the use of certain tools, practices & beliefs that groups use to survive and thrive in their environment
A response by a group of people to the challenges of environmental context for the survival of a group of people
The unique set of attitudes, beliefs, and behaviors specific to a particular culture; dependent on different context, certain expectations are appropriate or inappropriate
Who will decide who will marry whom?
How much personal space is normal?
What is more important, the needs of an individual or the needs of the group?
Are there specific gender roles? What are they? Who determines them?
Culture & cultural norms are in a bidirectional relationship with the individuals who make up particular cultural groups; cultures & their norms grow out of the behavior of individuals, but individuals’ behavior is shaped by culture & norms

11. Cultural transmission & Enculturation
Theory of learning whereby individuals acquires significant amount of information by interacting with each other within their culture
Cultures are dynamic and change over time to adjust to the changing demands of the environment
Tend to stay stable as generations come and go
Continuity is important for survival of cultures
Attitudes, beliefs and behaviors are passed down from one generation to the next
The process in which Individuals learn their culture
Observation, personal experiences, formal instruction
Learning rituals & traditions help cultures function successfully amongst themselves

12. Gatekeeper Theory (Kurt Lewin, 1943)
psychology & communication theory that explains who controls access to information & ideas in a social group
Politicians
Religious/spiritual leaders
News editors
Teachers/university professors
Through a filtration process, these people decide what information is unwanted, controversial, corrupting, or otherwise harmful to society and remove that information from circulation
Usually starts in the home with parent/caregivers deciding/controlling which messages children need and which should be avoided
Clearly bias will play a large role in what information will be shared…be careful…
Generalizationsstereotypes discrimination

13. Culture of Honor
Exists in societies where individuals (normally males) place a high value on strength and social reputation and where any insult to someone’s reputation, family, or property is met with a violent response
Southern USA, inner-city neighborhoods in major US cities, parts of the Middle East, India, & Pakistan
What is “honored” varies from culture to culture
Female Chasity
Reputation
possessions
What they are share:
Violent (or threat of violence) response to perceived insults or challenges
Formed in areas without a clear authority or rule of law
Protecting yourself, possessions, , & your family
Children exposed to adults responding to threats with violence along with “positive reinforcements” become socialized to engage in this behavior
“Are you going to let him talk to you that way?”
“Are you going to sit there and let him insult you that way? Be a man!”

14. Acculturation
The process of psychological and cultural change as a result of contact and interaction between cultures (Berry, 2005)
Changes to all (or both) cultures, not only the non-dominant culture
Has been a topic of conversation due to diverse cultures living side by side with some having highly incompatible attitudes, beliefs, and behaviors

15. Cultural Origins of behavior & Cognition
Cultural Dimensions

16. Questions of Inquiry How does culture influence behavior?
Are cultures comparable?

17. Cross-Cultural Analysis
Emic
Etic
Understanding culture from within
Focuses on one culture & looks at culturally specific behaviors
Emphasizes uniqueness of cultures
Margaret Mead’s 1930s research
Tchambuli, Mundugumor, Arapesh (Developmental Psych)
Understanding culture from an outside perspective
Compares cultural/psychological theories across cultures
Looking for universal behaviors

18. Cultural Dimensions of Behavior
A culture’s perspective on values and norms.
Hoefstede (1973):
Multinational IBM employees answered a survey about morale in the workplace
Content analysis of responses, looking at key differences submitted by different ethnicities
The trends he noticed among the 40 most represented countries were called “dimensions” (Research used a total of 70 countries)
Help facilitate communication between cultures
Handshake in America vs. Middle Eastern countries during negotiations mean different things

19. Schwartz’s Theory of Basic Values (2006)
An extension of Hofstedes dimensions
10 basic values and their overarching higher-order groups

20. Openness to change
Self-direction: independent thought and action: choosing, creating, exploring
Stimulation: excitement, novelty, and challenge in life
Self-enhancement
Hedonism: pleasure & sensuous gratification for oneself
Achievement: personal success through demonstrating competence according to social standards
Power: social status & prestige, control or dominance over people and resources
Conservation
Security: safety, harmony, and stability of society, or relationships, & of self
Conformity: restraint of actions, inclinations, and impulses likely to upset or harm others and violate social expectations and norms
Tradition: respect, commitment, and acceptance of the customs and ideas that traditional culture or religion provide the self
Self-transcendence
Benevolence: preserving and enhancing the welfare of those with whom one is in the frequent personal contact (the ingroup)
Universalism: understanding, appreciation, tolerance and protection for the welfare of all people and for nature