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Sociocultural Level of Analysis (Formation of Stereotypes and effect on…
Sociocultural Level of Analysis
Human beings were social animals with a basic need to belong
Culture influences human behavior
Humans have a social self which reflects their group membership
SCLOA is the scientific study of how people's thoughts, feelings and behaviors are influenced by actual, implied or imagined presence of others.
Principle 3: Humans have a social self which reflects their group membership
Group memberships give rise to social identities and comparison with other groups. This might lead to bias in information processing and discrimination.
Attribution Theory
One way that people interpret and explain causal relationships in social world is through "attribution" which has laid in the foundations for the attribution theory proposed by Heider (1958)
Attribution theory is based on the assumption that people:
tend to look for causes and reasons for other people's behavior, because they feel that there are motives behind most of their own behavior.
are "intuitive(직관적인) psychologist" who construct their own casual theories of human behavior
construct casual theories because they want to be able to understand, predict and control the environment around them
Internal Factors (dispositional attribution)
External Factors (Situational attribution)
Two errors in Attributions
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Ross(1977) The fundamental attribution error (FAE)
Overestimate personality traits and underestimate environmental factors when they explain other people's behavior.
다른 사람의 행동원인을 그 사람이 처한 상황의 조건보다는,
그 사람의 능력이나 동기등으로 돌리는 경향을 말한다.
Self-serving bias (SSB)
refers to people's tendency to evaluate themselves positively by taking credit for their success and attribute their failures to situational factors
Social Identity Theory
Tajfel and Turner(1979)
Social identity can be defined as the part f one's self-concept based on the knowledge of membership in social groups in combination with the
value
and
emotional significance
attached to that membership
Social Comparison으로 outgroup과ingroup을 비교
이를 통해 in-group를 think and value positively
(반대로 negative할 수 있다)
Categorization- in-group - (Social comparison) - out-group
Howarth (2002)
Formation of Stereotypes and effect on behavior
Stereotypes are salient(두드러진) part of our social and cultural environment. We learn stereotypes from media, conversation and daily interactions
고정관념은 개인의 경험을 토대로 하지만,
cultural and social factors 영향을 받는다
The most common cognitive process involved in stereotyping is social categorization(Tajfel,1969)
People tend to pay attention to stereotype-consistent
information and disregard stereotyped-inconsient information (Confirmation Bias)
Negative stereotypes may be internalized by stereotyped groups (Stereotype threat)
Social Learning Theory
Bandura (1977) suggested SLT as an extension of existing learning theories
Based on the assumption that people learn behavior, attitudes, emotional reactions and norms through direct experiences but also through observing other human (Models)
Gergely et al (2002)
Compliance Techniques
Cradini et al (1975) - Door in the face
애 좀 봐주셈 (싫어: 82%)
2년동안 일주일에 2번 애 좀 봐주셈 (100% 싫어!)
→ 아 그러면 애들 하루만 좀 봐주셈 (50% 그래 그건 ㅇㅋ)
Dickerson et al (1992) - Foot in the door technique (FITD)
기숙사 학생들한테 샤워시간과 물사용량에 대해 질문
학생들의 샤워시간을 기록
(평균적으로) 평소보다 3.5분 더 빨리끝냄
Discuss factors influencing conformity
Informational conformity
Normative conformity
Conformity
Situational Factors
Asch (1951)
Cultural Norm
Bond & Smith (1996)
Two Cultural Dimensions on behavior
Dimension of culture is an aspect of culture that can be
measured relative to other culture (Hofstede, 1980)
Collectivism VS Individualism
나만 챙기느냐 or 다른 사람들도 챙기느냐
Wei et al (2001)
Long term orientation VS Short term orientation
끈기/절약/개인적 꾸준함/전통 등에 대해 존중을 하느냐 하지 않느냐
Basset (20004)
Emic and Etic
Pike (1967)
Emic
Study one culture alone to understand culture-specific behavior
Etic
compares psychological phenomena across cultures to find
out what could be universal in human behavior