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Researchers may develop more personal relationships
with participants
Cant be replicated so there is low reliability
Social desirability bias may occur
o Study: Ogden (2005)
Correlational Studies: Used to determine if a relationship between
two variables exists and if so, what the relationship is. Correlation
can describe a relation but it cannot determine a cause and effect
relationship. In a positive correlation, both variables increase at the
same time. In a negative correlation, one variable increases while
the other decreases.
o Strengths:
Allows the researcher to investigate naturally occurring
variables that may be unethical or impractical to test
experimentally
It allows researchers to easily see if there is a
relationship between variables
o Weaknesses:
Bidirectional ambiguity
Correlation is not causation. It means that there may be
other factors in play and a cause and effect relationship
cant be established.
o Study: Bouchard et al. (1990)
DISCUSS: In the BLA, experiments are the most effective research
method because they allow a direct cause and effect relationship to
be established. The others are bidirectional, which gives room to
assume that other factors are in play, so it doesnt allow this direct
relationship supporting the idea of the BLA to be established.
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Debriefing: At the end of a study, the true aims and
purposes must be revealed to the participants.
Withdrawal from a study: Participants should be told
they have the right to leave the study at any given time
Confidentiality: All the information that is obtained in
a study must be confidential
Protection from physical or mental harm: It is
important to make sure that no harm is one to
participants
Studies:
Schachter and Singer (1962)
Maguire et al. (2000)
o Animal
Studies:
Rosenzweig and Bennett (1972)
Matsuzawa (2007)
o Genetic
Anonymity confidentiality
Informed consent and the right to refuse or withdraw
Studies
Caspi et al (2003)
o Bouchard et al. (1990)
Mental harm: There are ethical concerns with the way
twins were reunited as it was not done in a planned
process and there could have been some emotional
issues with this. The researchers should have been more
careful.
Followed all guidelines
DISCUSS: Ethics panels are now in place
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o Localization of function is true to a certain extent, pats of the
brain are dedicated to a certain function however, and these
can be redistributed according to environmental demands.
o The more a person performs a certain activity, the more
neural connections are formed in the area of the brain
responsible causing a physical change in the brain.
o Dendritic branching: neurons connecting to create a new
traces in the brain every time we learn something new,
because the dendrites of neurons grow in numbers and
connect with other neurons
o Study: Rosenzweig and Bennett (1972)
Investigates the effects of a deprived or enriched
environment on neuroplasticity
This study showed the effect of the environment on
physiology because more enriched environments helped
develop neurons in brains of the rats.
However, lacks ecological validity, because the findings
cannot be generalized to humans as the brain and
environmental inputs differ between humans and
animals such as rats.
Effect #2: The environment can have an effect on hormonal
levels
o Study: Avery 2001
Melatonin release correlates with the circadian rhythm
(the biological clock that is based n a 24 hour day/night
cycle)
Investigates the effects of higher levels of melatonin on
SAD
The study shows the environment (which in this case
was different light situations) impacts hormonal levels,
and that a dawn simulation (which is the presence of
light) was an effective treatment, which means it had an
effect on the levels of melatonin
However, SAD cannot yet be fully explained by one
single cause, so other factors might be in play.
DISCUSS: The environment plays a key role in physiological processes and
it is clear that a relationship exists between the environment and
physiological processes. Both studies show the effects that the
environment has on physiological processes however Rosenzweig and
Bennett shows this more clearly because there is a more direct
relationship. SAD cannot be explained by just one cause and it might also
be due, to a certain extent, to genetic influence, although there is a
relationship with light exposure and hormonal levels.
Discuss the use of brain imaging technologies (for example, CAT,
PET, fMRI) in investigating the relationship between biological
factors and behavior.
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Result in images with good color contrast
Detect tumors and blood clots
Can be used to determine the metabolic use of
particular substances on the brain (such as
neurotransmitters)
Able to record ongoing activity in the brain by tracing
movement
o Weaknesses:
Incredibly expensive
Quite innaccesible since substances must be produced
on site
Involve exposure to ionizing radiation (gamma rays)
Radioactive material may cause allergic reactions in
certain people
Participants are limited to one injection per year
Images cant be complete without MRI scans
o Study: Tierney et al
Evaluated bilingual language compensation following
early childhood brain damage using PET scans. PET
scans were used while participants produced speech
and signs
fMRI (Functional magnetic resonance imaging scans): provide
three-dimensional images of brain structures through the use of
magnetic fields and radio waves. The fMRI shows actual brain
activity and which areas of the brain are active when engaged in a
behavior. This process works by detecting the changes in blood
oxygenation and blood flow levels that occur in response to neural
activity. When the brain is more active, it consumes more oxygen
and to meet these greater demands, blood flow increases to these
active areas, displaying this on the image. T
o Strengths:
Displays actual brain activity and clearly indicates which
areas are engaged in certain behavior, while still
displaying the structure of the brain in a high resolution
image
Researchers can relate anatomy to function and further
study localization of function
o Weaknesses:
Scans cannot establish a cause and effect relationship
Patient must remain very still
Limited accessibility
Extremely expensive to purchase and maintain
o Study: Maguire et al. (2000)
Used scans to compare the brains of London taxi drivers
to non-taxi drivers. Using fMRI scans, Maguire was able
to observe the structures in the brain and find a
correlation between environmental enrichment and
neuroplasticity, particularly around the hippocampi
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region, which then in turn affects behavior in terms of
memory.
DISCUSS: Although they each have their own strengths and limitations,
fMRI scans are the most effective brain imaging technology since they
show actual brain activity while also showing structure, with the highest
resolution image. This makes it the best brain imaging technique to
investigate the relationship between biological factors and behavior.
While all scans are non-invasive and can display brain structure, the fMRI
also shows actual brain activity and indicates what areas are active when
engaged in certain behavior. Although, this can also be achieved through
PET scans, fMRI scans do not require the injection of radioactive materials
or dyes. fMRI scans allows researchers to see the localization of function
in the most efficient and least harming manner while still producing high
quality resolution images.
With reference to relevant research studies, to what extent does
genetic inheritance influence behavior?
- Refers to the principle; human behavior is strongly influenced by
genetic make-up and genetic inheritance, however, the environment
also plays a part
- Behavioral genetics: deals with understanding how both genetics
and the environment contribute to individual variations in human
behavior.
- Genes: determine and shape us; they are passed down from
parents to offspring, and for this reason it is said that people have a
genetic predisposition. A single gene however, is not responsible for
complex behaviors. Instead, genes are the building blocks that
bring about this behavior.
- Concordance rates, the idea that due to the higher the genetic
relationship between twins, the more similar the results should be if
the characteristic being investigated is inherited
- To study the effects of genetics on behavior, researchers looked at
its influence on intelligence, a type of behavior; which is
operationalized to participant IQ scores.
- Genetics influence behavior to a great extent, however since there
is no single cause and effect relationship between genes and
behavior, other factors such as the environment also have a slight
influence (nature vs nurture).
- Study: Scarr and Weinberg (1977) and Horn et. al (1979)
o Environment plays an important role on our behavior as well,
it isnt all inherited
- Study: Bouchard et McGue (1981)
o Intelligence was influenced by genetics; any similarity
between their IQs must be due to genetics rather than the
environment.
- Study: Minnesota Twin Study (Bouchard et. al 1990)
o In order to investigate the role of genetics by itself, identical
twins that are raised separately from birth must be studied.
Identical twins have a 100% genetic relationship, but if raised
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in separate environments, any similarity (beyond that
expected by chance) in IQ must be due to similarity in
genetics.
o Behavior was influenced to a certain extent by genetics, but
environment also played a role
DISCUSS: These studies are an effective way of studying the influence
because they depend on concordance rates. The studies show that there
is not one single relationship between genes and behavior and that both
genetics and environment play a role. The influence is viewed differently;
some studies indicate that genetics have a greater influence while others
indicate that environmental factors have a greater role, which is why the
influence on behavior cant only be attributed to genetics. None of the
studies deny the influence of genetics.
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Sample: 16 right-handed fully licensed male London taxi
drivers (mean age 44 years) participated with average
of 2 years of job experience
o MRI scans investigated volumes of hippocampus structure in
brain and its distribution of grey matter
Findings:
o The posterior hippocampi of taxi drivers were significantly
larger in comparison to those of control subjects, the non-taxi
drivers.
o In control subjects, the anterior hippocampus was larger than
in taxi drivers.
o It also showed that the hippocampal volume correlated with
the amount of time spent as a taxi driver, the more time being
a taxi driver the larger the right posterior hippocampi was and
the smaller the right anterior hippocampi was.
Evaluation:
o Strengths:
No ethical implications
Were able to establish cause and effect
o Weaknesses
Only studied males
Was a smaller sample of 16 matched pairs
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o Researchers hypothesized that oxytocin may have a role in
decreasing fear reactions (via the amygdala) that may arise as
a consequence of betrayal and our reliance on positive
feedback that can influence future decisions (via caudate
nucleus)
o Higher levels of oxytocin correlated with higher levels of trust
since oxytocin decreased fear reactions that usually come
from broken trust or betrayal
Evaluation:
o Strengths
Establish a cause and effect relationship
Highly controlled variables
o Weaknesses
Does not reflect natural hormone processes
Some ethical considerations
Ogden (2005)
Aim: to study a patient named Janet in order to study a condition
known as hemineglect.
Method:
o Used CT scans to perform a case study on Janet, a woman
with a brain tumor in the parietal lobe of her right hemisphere.
Findings:
o The CT scan was effective because it was able to detect this
tumor and therefore scientists were able to diagnose her with
Hemineglect; a disabling condition in which patients are
unable to see items to one side of space. For Janet, she
couldnt see to her left.
o The study suggests that the hemisphere did not display any
plasticity after the injury and the brain didnt compensate.
Evaluation:
o Strengths
Ogden was able to obtain large amounts of data with
producing no harm to anyone
The patients anonymity was secured
o Weakness
Low ecological validity
Cannot be generalized
Tierney et al (2001)
Aim: to evaluate bilingual language compensation following early
childhood brain damage using PET scans.
Method:
o A 37-year-old man with normal speech functions was found to
have a lesion in his left frontal lobe. This had probably
happened as a result of encephalitis (brain swelling) he
suffered when he was 6 weeks old but had no significant longterm effects. Both of his parents were deaf so he had been
using sign language from a very young age.
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Most cross-cultural study to date, participants from all
over the world
Mean age of the MZAs was 41 years old
Reliable, lots of research has supported his findings
Large sample size
o Weaknesses:
Used media coverage to recruit participants
There was no control over how many times the twins
had come in contact before the study
Relied on media coverage to recruit participants
Ethical concerns with the way twins were reunited; not
done in a planned process and there could have been
some emotional issues with this.
Equal environment assumption: study assumes that the
twins raised together experienced the same
environment
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o Studied parents that had raised both adopted and natural
children
Findings:
o There was no significant difference in the IQ correlation
between the adopted children and the parents and the natural
children and their parents
o Environment plays an important role on our behavior as well,
it isnt all inherited
Evaluation:
o Weaknesses:
The study assumes that all the children had the same
upbringing, with the same environments and the same
parents
Adoption agencies use selective placement, matching
the children to their foster parents
Study cant be generalized since adoption studies dont
really represent the general population.
Caspi et al. (2003)
Type of study: longitudinal study
Aim: to investigate the possible role of the 5-HTT gene in depression
after experiences of stressful events
Method:
o Compared participants with a normal 5-HTT and a mutation of
the gene with shorter alleles (Both types are quite frequent
but the long allele is slightly more with 57%)
Findings:
o Found that the participants who carried a mutations of the 5
HTT gene and who had experienced many stressful events
were more likely to become depressed after stressful events
than those who carried the normal gene.
Conclusion:
o Being genetically predisposed to depression does not mean
that a person will automatically develop depression
o The results of genetic screening for depression could cause
personal distress and have a negative impact on someones
life.
Evaluation:
o Ethics:
No genetic ethical guidelines were broken during this
study
Newcomer (1999)
Type of study: experiment
Aim: to investigate how different levels of cortisol affect verbal
declarative memory
Method:
o Sample was 51 self-selected healthy people from the age of
18-30
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Fessler 2006:
Type: Experiment
Aim: to investigate the nausea that women experienced during their
first trimester of pregnancy
Method:
o Fessler gathered 496 healthy pregnant women between the
ages of 18-50 and asked them to consider 32 disgusting
scenarios.
o Before asking the women to rank the scenarios, Fessler asked
them questions to determine whether the women were
experiencing any morning sicknes.
Findings:
o In accordance to his theory, the women in their first trimester
scored much higher across the board in disgust sensitivity
than women in the third or second trimester.
o Fessler concluded that the emotion of disgust is more
prevalent in women in their first trimester for their immune
system has weakened to accept the new fetus into their body.
The emotion of disgust seems to diminish the risk of disease.
Evaluation:
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o Strengths
Easily replicable and highly controlled
Large sample with wide age range
o Weakness
The data was collected through questionnaires and selfreports may not be reliable
This was a quasi experiment as the IV could not be
manipulated
Curtis et al 2004:
Type of study: online survey
Aim: to test whether there were patterns in people\s disgust
responses
Method:
o Used an online survey in which participants were shown 20
images. Among the 20 images there were 7 pairs in which one
was infections or potentially harmful to the immune system
and the other was visually similar but non infectious.
o There were 77,000 participants from 165 countries.
Findings:
o The findings confirmed that the disgust reaction was more
elicited for the images that threaten ones immune system.
They also found that the disgust reaction decreases with age.
In addition, women had higher disgust reactions then men.
Evaluation:
o Strengths
Applicable as it is ecologically valid
Can be generalised
Cost effective
Time effective
Some quantitative data
o Limitations
No cause and effect
No control over variables
Low range of levels
The study was conducted online
The validity of the results is somewhat unreliable
Matsuzawa (2007):
Aim: The aim was to examine special memory in chimps.
Method:
o Took three pairs of young chimps and thought them how to
recognize the numerals 1-9 on a computer monitor.
o Both the chimps and the human participants were seated at a
computer where the numerals flashed briefly on the screen in
a random sequence. The numbers were then replaced with
blank squares and the participant had to remember what
appeared and in which locations and touch the squares in the
correct sequence.
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The stooge at no point knew what condition the
participant was in
Findings:
o The participants who were given the adrenalin injections
showed a significant increase in sympathetic arousal,
measured through pulse rate and self-ratings on palpitation,
tremor, numbness, itching and a headache apposed to
participants who were injected with the placebo solution.
o In the euphoria condition the misinformed participants were
the happiest, due to them not knowing why they felt the way
they did.
The informed group felt the least happy because they actually
understood why they felt a certain way.
o In the anger condition the ignorant group felt the most
infuriated, and the second angriest group was the group
injected with placebo.
The least infuriated group was the ones who were informed
about the situation.
Schachter and Singer believe that the findings support their
two-factor theory of emotion.
Evaluation
o Ethical Considerations:
NO informed consent
Deception, not informed on the exact/true aims of the
study
NO protection from physical or mental harm
Study took place before all ethical guidelines were
completely set in place
o Strengths:
Highly controlled procedure
o Weaknesses:
Lacked ecological validity
Sample was all male college students therefore not
representative
No assessment of the mood was made prior to the study
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Explain how principles that define the cognitive level of analysis
may be demonstrated in research.
I.
Intro:
a. Memory is complex and sophisticated process that
researchers continuously aim to explore. The herpes
encephalitis virus was responsible for the deterioration of
Wearings hippocampus as indicated by Bigler (1991) who
carried out MRI scans on Wearing.
b. THESIS: Memory, a cognitive process, is affected by the
deterioration of the hippocampus as demonstrated by Wilson
(1995) case study on Clive Wearing.
II.
STUDY: Clive Wearing
III. Conclusion:
a. Due to the damage of the virus that ravaged Wearings brain,
his memory was unable to function properly. While there are
some ethical concerns regarding the confidentiality and
informed consent of this case, Deborah Wearing allowed
publicity of Clives unusual condition and researchers like
Wilson and Bigler to further investigate the cognitive process
of memory.
ERQs to SAQs:
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Discuss how and why particular research methods are used at the
cognitive level of analysis.
I. Intro:
a. THESIS: Researchers need to have a method for collecting and
analyzing data, they are ways that researchers use and
manipulate to conduct their studies using multiple methods
such as experiments.
II.
Experiment:
a. This method involves a researcher manipulating an
independent variable and measuring its effect on a dependent
variable while controlling other variables, researchers want to
determine a cause and effect between the IV and the DV.
Experiments usually gather quantitative over qualitative data.
b. Strengths:
i. Cause and effect relationship can be established
ii. Other variables can be tightly controlled
iii. Experiments are easily replicated
c. STUDY: Speisman et al 1982
Discuss ethical considerations related to research studies at the
cognitive level of analysis.
I. Intro:
a. Researchers must follow ethical guidelines to ensure that all
participants are treated in an ethical manner in order to avoid
harming participants. Not only does this apply to humans, but
also to animals, which have separate guidelines.
b. Guidelines (mention in individual paragraphs):
i. Informed consent: informed about the nature of the
study and agree to participate.
ii. Deception: not informing participants on the exact aim,
sometimes slight deception can be used if it doesnt
cause stress to the participant
iii. Debriefing: at the end of a study, the true aims and
purposes must be revealed to the participants.
iv. Withdrawal from a study: participants should be told
they have the right to leave the study at any given time.
v. Confidentiality: all the information that is obtained in a
study must be confidential.
vi. Protection from physical or mental harm: it is important
to make sure that no physical or mental harm
c. THESIS: Ethical guidelines have been created to protect
participants in psychological research, both human and
nonhuman. However, due to the need for important data to
explain behavior, some guidelines may be breached.
d. STUDY: Speisman et al (1964)
e. Mental and physical harm and deception
i. This experiment questions ethical considerations
because deception was present and it put participants in
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an uncomfortable situation. However, this experiment
was done in a time period where lots of un-ethical
studies were conducted as ethics were not top of mind.
This study, including the latter, did provide very useful
information.
II.
Thesis: While both the working memory model and the multi-store
model have strengths and limitations, the working memory model is
superior as compared to the multi-store model for it provides more
insight into the organization of memory in human beings.
The multi-store model: contains three components, which relate to
each other and provides insight on how memory is stored. Atkinson
and Shiffrin (1968) were the first to create and illustrate the model.
Nevertheless, this model is heavily criticized for being too simplistic
and inflexible. This model suggest that memory first enters the
sensory memory which may store unprocessed information for
extremely short periods of time while physical stimuli are no longer
available. From there, if attention is applied, this information may
become short-term memory which holds information for brief
periods of time. When examining short-term memory, it is crucial to
take into consideration 3 areas, capacity, duration and encoding.
Capacity refers to how much information may be held by the shortterm memory while duration makes reference to how long this
information may be stored by short-term memory which has been
proven to be very short. If this information in short-term memory is
then rehearsed, it may be successful to move onto long-term
memory where large quantities of information are stored for long
periods of time. Here in long-term memory is where personal
memories, beliefs and general knowledge are stored. Also, it must
be remembered, that in all stages information may be forgotten
through decay.
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III.
I.
II.
STUDY:
a. Multi-store model: Peterson and Peterson
Discuss how social or cultural factors affect one cognitive
process.
Information needed:
a. Memory is complex and sophisticated process that
researchers continuously aim to explore. Memory is a
cognitive process where information is encoded, stored, and
retrieved
b. THESIS: Our culture, language, upbringing, education and
many other social and cultural factors have an effect on how
we remember and what we remember as displayed by Kearins
(1981).
STUDY: Kearins (1981)
a. Using different memory strategies to access memory.
I.
II.
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II.
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one word in critical questions would influence speed
estimates.
o Procedure: The sample was 45 students, who watched a film
of traffic accidents and then were asked to estimate the speed
of the car in the film. The critical question or independent
variable in the experiment was: about how fast were the cars
going when they hit each other. Hit was then replaced by
smashed, collided, bumped, and contacted in
separate trials. Each changed question was asked to 9
students of the 45. The dependent variable in the experiment
was the estimation of speed in miles per hour.
o Findings: The researchers discovered that the speed estimate
was in fact affected by the words, so that smashed and
collided increased the speed. The participants who were
asked with the word smashed had an average speed
estimate of 40.8 mph, while the participants who were asked
with the word contacted had an average speed estimate of
31.8 mph. The other words average speed estimates ranged
between the two extremes.
o Conclusion: The researchers concluded that the use of
different leading verbs activated different schemas in the
memory of the individual participant which showed that
hearing the word smash might actually cause the
participant to imagine the accident as more severe as
compared to participants hearing the word collided.
Brown and Kulik found that people said they had very
clear memories of where they were, what they did, and
what they felt about these public occurrences.
o Conclusion:
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schema and vice versa; and the other half retained their
original schema. Recall was then tested again.
o Findings:
Participants in the group that changed schemas recalled
7% more points on the second recall test compared to
the first recall test
Recall of points that were directly linked to the new
schema increased by 10%, while recall of points that
were important to the previous schema declined
The group that kept their first schema remembered
fewer ideas in the second trial
o Conclusion:
Schema processing must have some effect at retrieval
and at encoding since the new schema could only have
influenced recall at the retrieval stage
People encoded information that wasnt relevant to their
prevailing schema, since those who had the buyer
schema at encoding were able to recall burglar
information when the schema was changed and vice
versa
The second schema activated in the second
retrieval triggered the recall of other details of the
story
Peterson and Peterson (1959)
o Aim: To investigate the duration of short-term memory, and
provide evidence for the multi-store model.
o Procedure: A lab experiment was conducted in which 24
participants, who were all Psychology students, had to
remember trigrams, which are groups of random 3 syllables.
However, since the participants were not meant to be able to
rehearse the memorization of the trigrams, the researchers
asked them to count backwards in threes or fours from a
certain number until told to stop. After counting, participants
were asked to recall the trigrams.
o Findings: Their findings showed that the longer the
participants had to count backwards for, the less trigrams
they remembered. 80% of trigrams were remembered after a
3 second delay compare to 10% remembered after an 18
second delay.
o Conclusion: Peterson and Petersons findings suggested that
short term has a limited duration when rehearsal is prevented.
Because rehearsal is prevented, the information is slowly lost
through decay.
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Information:
a. Attribution theory is how people interpret and explain causal
relationships that happen in the social world. In other words,
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II.
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II.
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II.
ERQs to SAQ
Describe one particular research method that is used at the sociocultural level of analysis.
I. Thesis: Although there are many research methods are used at the
socio-cultural level of analysis, experiments are most used because
they are able to establish a cause and effect relationship.
II.
Experiment
a. Based on the scientific method
i. Hypothesis
ii. IV
iii. DV
iv. IV being manipulated
v. Design: Independent samples, matched pairs, and
repeated measures
b. Strengths
i. Control variables
ii. Cause and effect relationship
iii. Less expensive
iv. Easier to conduct
v. Easier to find participants
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vi. Easier to replicate and test
vii. Quantitative Data
c. Study: Bargh Chen Burrows (1996)
Discuss ethical considerations related to research studies at the
socio-cultural level of analysis.
I. Thesis: Although many groundbreaking studies were performed in
the early 1950s-1960s, due to there being no ethical guidelines,
now, with ethical guidelines in place.
II.
List of ethical considerations:
a. Informed consent
b. Limited deception
c. Debriefing
d. Withdrawal from a study
e. Confidentiality and anonymity
f. Protection from mental and physical harm
III. Study: Sherif (1954)
a. No informed consent (parents)
b. Allowed to harm each other
c. Covert observation was going on
d. Confidentiality and anonymity was debatable due to pictures
published
e. No right to withdraw
Explain one error in attribution.
I.
II.
Information:
a. One error in attribution is fundamental attribution error. This
occurs when people overestimate the role of dispositional
factors, internal factors, in an individuals behavior and
underestimate the situational factors, external factors.
b. Attribution is defined as how people interpret and explain
causal relationships in the social world. An attribution is the
end result of a process in which people use available
information to make inferences about the causes of a
particular behavior. Humans have a need to understand why
things happen.
Study: Ross et al. (1977)
a. This study demonstrates that the fundamental attribution
error occurs because participants attributed the behavior of
hosts and contestants to dispositional factors rather than
intelligence.
Evaluate social identity theory, making reference to relevant
studies.
I.
Information:
b. Social Identity Theory:
i. Social identity is a persons sense of who they are based
on their group membership(s). Henri Tajfel (1979)
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proposed that the groups to which people belong are an
important source of pride and self-esteem. Groups give
us our sense of social identity, a sense of belonging.
Which can in turn result in stereotypes.
ii. Thinking of ourselves as belonging to one or more
groups is needed for human nature.
iii. There are three aspects of the social identity theory:
1. The first is categorization. We categorize objects
in order to understand them and identify them. In
a very similar way we categorize people (including
ourselves) in order to understand the social
environment. If we can assign people to a
category then that tells us things about those
people.
2. In the second stage, social identification, we
adopt the identity of the group we have
categorized ourselves as belonging to. There will
be an emotional significance to your identification
with a group, and your self-esteem will become
bound up with group membership.
3. The final stage is social comparison. Once we
have categorized ourselves as part of a group and
have identified with that group we then tend to
compare that group with other groups. If our selfesteem is to be maintained our group needs to
compare favorably with other groups.
iv. This is critical to understanding prejudice, because once
two groups identify themselves as rivals, they are forced
to compete in order for the members to maintain their
self-esteem.
5. PRINCIPLE: Humans are social creatures and have a need to belong.
6. Thesis: Although the theory has a number of strengths in that it
explains how in groups and out groups can be created, it has a
major weakness because it cannot predict behaviour or explain why
people do not stereotype or fall into in-groups and out-groups.
7. Study: Tajfel (1976)
I.
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II.
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IV.
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PRINCIPLE:
STUDY: Cialdini (1975)
a. This study demonstrates how this technique may be effective
in compliance.
Thesis: Although compliance techniques are effective means of
influencing individuals to comply with the demands or desires of
others, there are ethical issues and individual, cultural, and gender
differences with using these techniques.
Evaluate research on conformity to group norms.
Information:
o One of the key ways that a society or culture passes down its
values and behaviors to its members is through an indirect
form of social influence called conformity.
o Conformity is the tendency to adjust ones behavior in ways
that are in agreement with those of a particular individual or
group.
PRINCIPLE: Humans are social creatures and have the need to
belong.
Study: Asch 1951
Discuss factors influencing conformity.
Information:
a. One of the key ways that a society or culture passes down its
values and behaviors to its members are through an indirect
form of social influence called conformity.
b. Conformity is the tendency to adjust ones behavior in ways
that are in agreement with those of a particular individual or
group.
PRINCIPLE: Humans are social animals and have a need to belong.
STUDY: Asch 1955
a. Group size influenced the rates of conformity.
Explain the role of one cultural dimension on behavior.
Information:
a. Cultural dimensions are the perspectives of a culture based on
values and cultural norms. Geert Hofstede aimed to identify
traits through the classification of behavior according to ones
culture. To develop his theory, he conducted a survey of
60,000 workers at IBM in 40 countries and then carried out a
content analysis on the responses, focusing on the key
differences submitted by employees in different countries. The
trends he noticed he called dimensions. These dimensions
were operationalized and then measured from a scale of 0100.
PRINCPLE: Social and cultural factors influence behavior.
STUDY: Berry 1967
a. Berry (1967) investigated the cultural dimension of
individualism. The dimension of individualism refers to the
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degree of interdependence a society maintains among its
members. In individualistic societies, the ties between
individuals are loose; everyone is expected to look after him
or herself. In collectivist societies, from birth onwards people
are integrated into strong, cohesive in-groups. Berry (1967)
demonstrates how one of the cultural dimensions suggested
by Hofstede influences the behavior of the people in a society.
TOTAL STUDIES:
Asch 1951
Aim:
Wanted to find out to what extent a person would conform to anincorrect
answer on a test if the response from other members of the group was
unanimous.
Procedure:
The participant entered the room where there were six people and the
researcher. The men in the room were dressed like businessmen in suits
and ties. These men were part of the study, and they were playing a role
unknown to the participants. They were confederates, which helped the
researcher to deceive the participant. The participants were told that they
would take part in a study conducted to investigate visual judgement. The
participants were shown cards with lines on them and were told to pick a
separate line that matched the line of another card. Out of the 18 trials,
the confederates were instructed to answer incorrectly for 12 of the trials.
Findings: About 75% of the participants agreed with the confederates
incorrect responses at least once during the trials. Asch found that the
mean of 32% of the participants agreed with incorrect responses in half or
more of the trials. However, 24% of the participants did not conform.
Conclusion: some argue that this could also be explained in terms of the
need to belong
Asch 1955
Aim: to see the influence of group size on conformity
Procedure: a replication of the Asch paradigm with switching numbers of
confederates giving incorrect answers
Findings: Asch (1955) found that with only one confederate, just 3% of the
participants conformed, with two it rose to 14% and with 3 it rose to 32%.
Groups larger than 5 confederates did not increase the conformity and
with very large groups it even decreased the level of conformity.
Berry 1967
Aim:
Berry 1967 wanted to investigate the differences in conformity in different
cultures.
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Procedure: Berry conducted an experiment, which was a variation of the
Asch conformity paradigm experiment, on the Temne people in Sierra
Leone and the Inuit people in Canada.
Findings:
The researchers found that Temne showed high conformity rates
compared to the Inuit people of Canada.
Conclusion:
They believed that this was because Temne peoples economy relied on a
single crop that is harvested by all people in the community. This requires
cooperation and coordination of a large group of people. This therefore
explains why the Temne culture focuses strongly on consensus and
agreement. Berry found that consensus less important in Inuit culture
because their economy is based on continual hunting and gathering, an
individual activity. It is clear to see that the Inuit society is individualistic
and the Temne society is collectivist, which had an influence on the
behavior, in this case, conformity of the people.
Tajfel 1971
Aim:
The aim of the experiment was to investigate whether placing people in
groups was enough to produce prejudice between groups of very similar
people even when there is no history or competition between the groups.
Procedure:
The study was a laboratory experiment. The participants were 48 boys
from Bristol, aged 14-15, whom knew each other well. The boys were
shown slides of paintings by Paul Klee and Wassily Kandinsky without
knowing the painter and were asked to express their preferences.
Randomly, the boys were divided into two groups either the Klee group
or the Kandinsky group. Matrices were used which allowed the
experimenters to investigate three variables: the maximum joint profit
(where boys could give the largest reward to members of both groups),
largest possible reward to in-group (where the boys could choose the
largest reward for the member of their own group regardless of the reward
to the boy from the other group), and maximum difference (where boys
could choose the largest possible difference in reward between members
of the different groups, in favor of the in-group).
Findings:
A large majority of the participants in all groups gave more money to
members of their own group than members of the other group. The
experiment clearly demonstrated that the most important factor in
making their choices was maximizing the differences between the two
groups.
Conclusion:
From the results they were able to conclude that even the most minimal
conditions were sufficient to encourage ingroup-favoring responses and
out-group discrimination. Participants picked a reward pair that awarded
more points to people who were identified as ingroup members. In other
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words, they displayed ingroup favoritism. The experiments carried out
demonstrated that it showed SIT, Social identity theory.
Cialdini 1975
Aim: to investigate the effectiveness of the door-in-the-face compliance
technique.
Procedure:
Posing as representatives of the Country Youth Counseling Program, he
and his team stopped university students on campus and asked them if
they would be willing to chaperone a group of juvenile delinquents on a
trip to the zoo. 83% initially refused the offer. Another time, they stopped
studnets and first asked if they would be willing to sign up to work for two
hours per week as counselors for a minimum of two years, no one agreed
to volunteer. But when they followed with the request to take the juvenile
delinquens to the zoo approximately 50% of students agreed.
Sherif 1954
Aim:
Muzafer Sherif wanted to see if it was possible to instil prejudice between
two very similar groups by using real life scenarios to develop group
norms and values and then putting the 2 groups in competition with each
other.
Procedure:
Sample
o In 1954, 22 eleven to twelve-year-old boys took part in a 2-week
summer camp at the 200-acre Boys Scouts of America camp
completely surrounded by Robbers Cave State Park in the
western United States. The boys were screened to ensure they
were well-adjusted - no neurotic tendencies and no record of past
disturbances in behaviour - and came from a similar background
- white, Protestant, stable two-parent families of the middle
socioeconomic level in Oklahoma. None of the boys knew each
other, coming from different schools and neighbourhoods. As part
of the matching process, the boys were rated (including IQ) by
teachers. On arrival they were reassessed and matched for the
split, including sporting ability; they were then allocated to one of
2 groups. The researchers acted as camp counsellors. A nominal
fee was charged to parents for the camp; but they were asked
not to visit on the pretext that it might make the boys homesick.
Design
o Participant observation - a participant observer was allocated to
each group for 12 hours per day
o Observation
patterns such as those in friendship groups were noted
and studied
o Content Analysis
Tape recordings patterns of adjectives and phrases used
to refer to their own group members and members of the
other group were analysed
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Ross et al 2007
Aim:
Wanted to see if student participants would make the fundamental
attribution error even when they knew that all the actors were simply
playing a role.
Procedure:
Participants were randomly assigned to one of three roles: a game show
host, contestants on the game show, or members of the audience. The
game show hosts were instructed to design their own questions and then
the audience watched the show through the series of questions. When it
was over, the audience was asked to rank the intelligence of the people
that had played a role.
Findings:
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The game show host was consistently ranked the most intelligent, even
though they were aware that this person was assigned the role randomly
and that this person had come up with their own questions.
Conclusion:
The researchers concluded that participants failed to attribute the role of a
persons situation, the fact they had written the questions, and instead
attributed the persons performance to their disposition, intelligence.
Bandura 1961
Aim:
The study aimed to test if children will imitate aggression modeled by an
adult and to examine if children were more likely to imitate same sex
models. Hypothesis: Participants who are exposed to an aggressive model
will show more aggression than participants are exposed to a nonaggressive model. Secondly, participants who observe aggression from a
same sex model will expose greater aggression than participants who
observe a non-same sex model.
Laboratory Experiment
Design: Matched pairs
o participants were ranked on an aggression by parents and
teachers
IV:
o Condition 1: Model hitting and shouting at the bobo doll
o Condition 2: Model stroking and complimenting the doll
o Same sex model and non same sex model
DV:
o The amount of times the participant hit the doll and the
number of times they used verbal insults
Participants:
o 72 participants
36 girls and 36 boys
o Aged 3-6 from Stanford University Nursery school
Procedure:
The children were divided into 3 conditions with 2 subgroups
o Condition 1: Aggressive model
o Each child in condition 1 was exposed for about 10 minutes to
a model showing physical and verbal aggression, shouting and
hitting an inflatable Bobo doll.
Male model- 6 girls and 6 boys
Female Model- 6 girls and 6 boys
o Condition 2: Non-aggressive Model
o Children in condition 2 were exposed for a similar period to a
non-aggressive model who was stroking and complimenting
the doll rather than hitting it.
Male model- 6 girls and 6 boys
Female model- 6 girls and 6 boys
o Condition 3: control group
o Children in the control group did not see any model.
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No model
12 girls and 12 boys
After watching the models, the children were individually placed in a
room with toys but were soon after told that those toys were for
other children to play with, arousing aggression within the children.
They were then placed in the room with the Bobo doll.
The child was allowed to play in this room for 20 minutes while the
researchers observed her/him from behind a one-way mirror.
The researchers marked observations in a span of 5-second
intervals, giving 240 responses for each child.
Findings:
Children exposed to aggressive behavior imitated the same
aggression physically and verbally, with the violent behavior by
boys was influenced significantly more by an aggressive male model
than by an aggressive female model.
Girls were more likely to imitate verbal aggression while boys
showed more physical aggression
Conclusion:
These results support Banduras social learning theory.
Konijn et al 2007
Aim:
Wanted to test the hypothesis that violent video games are especially
likely to increase aggression when players identify with violent game
characters.
Procedure:
112 Dutch adolescent boys with low education ability were randomly
assigned to play a realistic or fantasy violent or nonviolent video game.
Next, they competed with an ostensible partner (seemingly a true partner,
but in reality a stooge) on a reaction time task in which the winner could
blast the loser with loud noise through headphones (the aggression
measure). Participants were told that high noise levels could cause
permanent hearing damage. Habitual video game exposure, trait
aggressiveness, and sensation seeking were controlled for.
Findings:
As expected, the most aggressive participants were those who played a
violent game and wished they were like a violent character in the game.
These participants used noise levels loud enough to cause permanent
hearing damage to their partners, even though their partners had not
provoked them.
Conclusion:
These results suggest that identifying with violent video game characters
makes players more aggressive. Players were especially likely to identify
with violent characters in realistic games and in games in which they felt
immersed.
Bartlett 1932
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Aim: An observational study that documented the extraordinary retentive
capacity of Swazi herdsmen to recall the individual characteristics of their
cattle
He argued that this was not surprising as Swazi life revolved around the
possession of cattle
Procedure: Bartlett told the anecdote of how a Swazi herdsman could
recall details f all the cattle his owner had purchased a year ago but when
asked to recall a message of 25 words he was not able to recall anymore
did typical European youth
Memory is etic but what was most remembered was emic