1. Psychology and Social Change  Focus on the individual  How can you change someone's behaviour?  Ask the question- do you have to change attitudes before behaviours can change?

2. Psychology: Example Questions What must people do to successfully change their behaviours? What factors make behaviour-modification programs successful? Do most people need help changing behaviour, or can they be self-changers?

3. Cognitive Dissonance Theory  People desire cognitive consistency- they want their attitudes to match their behaviour  Eg- you smoke but you know its bad for you  When your attitudes and beliefs don’t match your behaviour you are in a state of cognitive dissonance.  Can motivate a change in behaviour http://www.youtube.com/watch?v=korGK0yGIDo http://www.youtube.com/watch?v=korGK0yGIDo (4:54) ‘A Lesson in Cognitive Dissonance’

4. Operant Conditioning- B.F. Skinner style Positive reinforcement of desired behaviour will result in it happening again- learning theory

5. Important aspects of Operant Conditioning 1. Reinforcement must follow the desired response 2. Once learned, desired behaviours should continue without the need for the reward 3. Occasionally reinforcing the behaviour (partial reinforcement) is very effective (slot machines) and will lead subject to keep trying behaviour more and more to get expected reward. http://www.youtube.com/watch?v=I_ctJqjlrHAhttp://www.youtube.com/watch?v=I_ctJqjlrHA (3:57) ‘Operant Conditioning’