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1. CHAPTER 10:
SOCIAL PSYCHOLOGY
Ms. Aisha Bano

[email protected]

2. TABLE OF CONTENTS
•Social psychology defined
1. Attitude
•Attitude formation
•Attitude change
•Theories of attitude
•Measurement of attitude
2. Prejudice
3. Group Dynamics
4. Leadership

3. DEFINITIONS
•Social psychology is the
branch of psychology concerned
with the way individual’s
thoughts, feelings, and behaviors
are influenced by others.
•In psychology, an attitude refers to a set of
emotions, beliefs, and behaviors toward a
particular object, person, thing, or event
(Cherry, 2023)
•Attitudes are positive or negative evaluations
of objects of thought (Weiten, 2011)
•An attitude is a general and lasting positive or
negative opinion or feeling about some person,
object, or issue (Eagly, 1993).  

4. COMPONENTS OF ATTITUDE
The components of attitudes are sometimes referred to as
the ABC's of attitude.
1. Affective Component: How the object, person, issue, or event
makes you feel (Emotional component)
2. Behavioral Component: How attitude influences your behavior
3. Cognitive Component: Your thoughts and beliefs about the subject

5. ATTITUDE FORMATION
(HOW ATTITUDES ARE FORMED)
Several factors can influence how and why attitudes form, including:
1. Experience
•Attitudes form directly as a result of experience. They may emerge due to direct
personal experience, or they may result from observation.
2. Social Factors
•Social roles and social norms can have a strong influence on attitudes. Social roles
relate to how people are expected to behave in a particular role or context. Social
norms involve society's rules for what behaviors are considered appropriate.
3. Learning
•Attitudes can be learned in a variety of ways. Consider how advertisers use classical
conditioning to influence your attitude toward a particular product. In a television
commercial, you see young, beautiful people having fun on a tropical beach while
enjoying a sports drink. This attractive and appealing imagery causes you to develop a
positive association with this particular beverage.

6. ATTITUDE FORMATION
(HOW ATTITUDES ARE FORMED
4. Conditioning
•Operant conditioning can also be used to influence how attitudes develop.
Imagine a young man who has just started smoking. Whenever he lights up a
cigarette, people complain, chastise him, and ask him to leave their vicinity.
This negative feedback from those around him eventually causes him to
develop an unfavorable opinion of smoking and he decides to give up the habit.
5. Observational learning
•Finally, people also learn attitudes by observing people around them. When
someone you admire greatly espouses a particular attitude, you are more
likely to develop the same beliefs. For example, children spend a great deal of
time observing the attitudes of their parents and usually begin to demonstrate
similar outlooks.
Recap
•Attitudes can form through direct experience, social influence, formal
education, conditioning processes, and observation.

7. ATTITUDE FORMATION (SLIDE FOR EXAMPLES
ONLY)

8. THEORIES OF ATTITUDE FORMATION AND
CHANGE
While attitudes can have a powerful effect on behavior, they are not set in stone. The same
influences that lead to attitude formation can also create attitude change.
1. Learning Theory
Classical conditioning, operant conditioning, and observational learning can be used to bring
about attitude change.
•Classical conditioning can be used to create positive emotional reactions to an object,
person, or event by associating positive feelings with the target object. Example: advertisers
use this type of conditioning by pairing their products with stimuli eliciting pleasant
emotional reactions (extremely attractive models or likable spokespersons)
•Operant conditioning can be used to strengthen desirable attitudes and weaken
undesirable ones. For instance, you openly express an attitude, and some people get agreed
(it will serve as a reinforce strengthening your attitude), some disagree with you will serve
as punishment which may gradually weaken your viewpoint.
•Observational Learning: People can also change their attitudes after observing the
behavior of others. Example: the opinions of coaches, teachers, co-workers, talk-show
hosts, rock stars are likely to sway people’s attitudes through observational learning.

9. THEORIES OF ATTITUDE FORMATION AND
CHANGE
2. Persuasion Theory (also known as Elaboration Likelihood Model)
•This theory of persuasion suggests that people can alter their attitudes in
two ways. Central route, people can be motivated to listen and think about
the message (content), thus leading to an attitude shift . Second is peripheral
route, people might be influenced by the characteristics of the speaker,
leading to a temporary or surface shift in attitude.
•Messages that are thought-provoking and that appeal to logic (central route)
are more likely to lead to permanent changes in attitudes.
3. Cognitive Dissonance Theory
•People can also change their attitudes when they have conflicting beliefs about
a topic. In order to reduce the tension created by these incompatible beliefs,
people often shift their attitudes.

10. THEORY OF COGNITIVE DISSONANCE
❖One of the most popular cognitive approaches to the study of social behavior
has been the theory of cognitive dissonance, first systematically studied by the
American psychologist Leon Festinger.

❖This theory proposed that people attempt to maintain consistency among their
beliefs, attitudes, and behaviors.

❖ Denotes an imbalance between what we believe in(cognitive) and what we
do(conation)

❖May create psychological discomfort

❖As a solution, we are motivated to set the imbalance either by changing our
beliefs or our behavior

11. THEORY OF COGNITIVE DISSONANCE

For instance:
The information regarding smoking with cancer and heart
disease create dissonance in chain smokers. They cant resist the
temptation of smoking yet, knowing smoking is injurious to health.
There is an imbalance between the beliefs and smoking behavior.
The remedy lies in a goal directed behavior that is aimed
to reduce the imbalance either by stopping excessive smoking
or by refusing to believe the information about its danger.

12. MEASUREMENT OF ATTITUDE

13. SCALES TO MEASURE ATTITUDE
Scaling is a technique used for measuring responses of respondents
such as those related to their feelings, perception, likes, dislikes, interests
and preferences.
Mostly used rating scales in psychology are as under:
•Thurston scale
•Likert Scale
•Guttmann Scale
•Bogardus Scale

14. PREJUDICE
Definition
Prejudice is defined as a negative attitude held towards members of a group
(Weiten, 2011).
It may lead to Discrimination which involves behaving differently, usually unfairly,
towards the members of a group.
Components
Like other attitudes, it has three components:
1.Beliefs are cognitive component based on thinking.
Example “Indians are mostly alcoholics”
2.Emotions are affective components based on feelings.
Example “I despise Indians/jews”
3.Behavioral dispositions are objective and observable in nature
Example “I wouldn’t hire an indian/ maxican/ jew”

15. FACTORS LEADING TO PREJUDICE
1. Stereotyping in person perception: when
we judge someone on the basis of our
perception of the group to which he or she
belongs., we are using the shortcut called
stereotyping.

2. Subjectivity in person perception: People
will see what they want to see in others

3. Memory bias are titled in favor of
conforming people’s prejudices.
Example: if a man believes that “women are not
cut out for leadership roles,” he may dwell with
delight on his female supervisor’s mistakes and
quickly forget about her achievements. .
4. Forming & preserving prejudicial
attitudes: This type of prejudice appears as a
legacy from parents. These prejudicial attitudes
are found in children as young as ages 4 or 5.
(Observational learning plays the role here).

5. Making biased attribution: The tendency to
assume that other’s behavior reflects their
dispositions , can contribute to prejudice.
Example: Men’s successes tend to be
attributed to their ability & intelligence,
whereas women’s successes tend to be
attributed to hard work, good luck, or low task
difficulty.

16. ELIMINATION OR REMEDY OF PREJUDICE
1. Evaluating credibility
The critical thinker understands that credibility
and bias are central to determining the quality
of information and looks at factors such as
vested interests, credentials, and appropriate
expertise.
2. Recognizing Social Influence
Strategies
The critical thinker is aware of manipulative tactics,
such as the foot-in-the-door and lowball technique,
misuse of the reciprocity norm, and feigned
scarcity.
Foot-in-the-door technique: It involves getting
people to agree to a small request to increase the
chances that they’ll agree to a larger request later.
Lowball technique: It involves getting someone
to commit to a seemingly attractive proposition
before its hidden costs and revealed.
Reciprocity Norm: The rule that we should pay
back in kind what we receive from others.

17. GROUP DYNAMICS

18. PROCESSES & TYPES
OF
GROUP DYNAMICS

21. DIFFERENCE BETWEEN CONFORMITY &
OBEDIENCE

22. SOLOMON ASCH’S EXPERIMENT ON
CONFORMITY

23. (SLIDE NOT INCLUDED IN EXAM)

24. MILGRAM’S EXPERIMENT ON OBEDIENCE

25. LEADERSHIP

26. TYPES OF LEADERS

27. TRAITS OF A LEADER
STUDENTS MAY MENTION BIG-5 (OCEAN) TRAITS HERE)