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SOCIAL
PSYCHOLOGY
Copyright 2018 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
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SOCIAL
PSYCHOLOGY
First SOUTH AFRICAN EDITION
Roy F. Baumeister, Brad J. Bushman

Y. Ally, D. de Sousa, R. M. Dhlomo-Sibiya, C. Hermann,
K. Mbatha, A. Nienaber, G. Schwär,
K. Shirinda-Mthombeni, F. Silinda
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Social Psychology, © 2018, Cengage Learning EMEA
1st South African Edition
R.F. Baumeister, B.J. Bushman, WCN: 02-300
Y. Ally, D. de Sousa, R.M. Dhlomo-Sibiya, ALL RIGHTS RESERVED. No part of this work covered by the copyright herein
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Printed in China by RR Donnelley

Print Number: 01 Print Year: 2018
Brief Contents
CHAPTERS
1 The mission and the method 2
2 Culture and nature 30
3 The self 62
4 Choices and actions: The self in control 102
5 Social cognition 132
6 Emotion and affect 164
7 Attitudes, beliefs and consistency 202
8 Social influence and persuasion 226
9 Prosocial behaviour: Doing what’s best for others 256
10 Aggression and antisocial behaviour 294
11 Interpersonal attraction and rejection 330
12 Close relationships: Passion, intimacy and sexuality 360
13 Prejudice and intergroup relations 396
14 Groups 430
Glossary G-1
Endnotes E-1
Credit C-1
Index I-1
Contents
1 The mission and the method 2

A brief history of social How do social psychologists
psychology / 4 answer their own
questions? / 13
What do social psychologists
Accumulated common wisdom / 13
do? / 7
Overview of the scientific method / 13
Social psychology’s place Scientific theories / 14
in the world / 8 Research design / 16
Social psychology’s place
in the social sciences / 8
How much of social psychology
Social psychology’s place within
is true? / 25
psychology / 9 Self-correcting nature of science / 26
Reliance on student samples / 26
Why people study social Cultural relativity / 26
psychology / 11
Curiosity about people / 11 Summary 27
Experimental philosophy / 11 Key terms 29
Making the world better / 11 Test yourself answers 29
Social psychology is fun! / 12
2 Culture and nature / 30

Nature, nurture and social Important features of human
behaviour / 33 social life / 47
Explaining the psyche / 33 The duplex mind / 47
Nature defined / 34 The long road to social acceptance / 50
Evolution, and doing what’s natural / 34 Built to relate / 51
Social animals / 36 Nature says go, culture says stop / 52
The social brain / 37 Selfish impulse versus social conscience / 53
Trade-offs: When you can’t have it all / 54
Culture and human social life / 38 Putting people first / 55
Social animal or cultural animal? / 38
Culture defined / 38 Summary 59
Nature and culture interacting / 41 Key terms 60
What makes cultural animals? / 44 Test yourself answers 60
Are people the same everywhere? / 45
vi
3 The self / 62
What is the self? / 64 Self-esteem, self-deception
The self’s main jobs / 64 and positive illusions / 86
Who makes the self: The individual or Self-esteem / 86
society? / 65 Reality and illusion / 87
Self-awareness / 69 How people fool themselves / 88
Why do we have self-awareness? / 71 Benefits of self-esteem / 89
Why do we care? / 91
Where self-knowledge
Is high self-esteem always good? / 91
comes from / 73
Pursuing self-esteem / 93
Looking outside: The looking-glass self / 73
Looking inside: Introspection / 74 Self-presentation / 94
Looking at others: Social comparison / 75 Who’s looking? / 95
Self-perception / 76 Making an impression / 96
The fluctuating image(s) of self / 78 Self-presentation and risky behaviour / 98
Why people seek self-knowledge / 78
Summary 100
Self and information processing / 82 Key terms 101
Anything that touches the self… / 82
Test yourself answers 101
Can the self-concept change? / 83
4 Choices and actions: The self in control / 102

What you do, and what it means / 104 Self-regulation
Making choices / 105 and habits / 119
Why people don’t choose / 108 Control and willpower / 119
Reactance / 109 Standards: Ideas that guide
Freedom to change / 110 self-regulation / 119
Monitoring: Watching what you’re doing / 119
Freedom of action / 111 Willpower for change / 121
More or less free / 111 Willpower and decision fatigue / 122
Free action comes from inside / 111 Habits / 123
Having an out versus no escape / 112
Irrationality and self-destruction / 125
Goals, plans, intentions / 113 Self-defeating acts: Being your
Setting and pursuing goals / 113 own worst enemy / 125
Hierarchy of goals / 115 Suicide / 127
Multiple goals and goal shielding / 116
Summary 130
Reaching goals: What’s the plan? / 117
Common mistakes in planning / 117 Key terms 131
C on t en t s vii
5 Social cognition / 132
What is social cognition? / 134 Anchoring and adjustment

heuristic / 149
Thinking about people: A special case? / 134
Why people think, and why they don’t / 135 Flawed or clever thinking? / 151
Automatic and deliberate thinking / 136
Schemas / 138 (So-called) errors and biases / 152
Scripts / 138 Confirmation bias / 152
Priming / 138 Illusory correlations / 154
Framing / 140 Base rate fallacy / 155
Thought suppression and ironic Gambler’s fallacy and the hot hand / 155
processes / 141 False consensus effect / 156
False uniqueness effect / 156
Attributions and explanations:
Perseverance of theories / 157
Why did that happen? / 144
Statistical regression / 157
It’s not my fault: Explaining success and
Illusion of control / 157
failure / 144
Counterfactual thinking / 158
You know I’m right: The actor/observer
bias / 145
Are most people really just kind
Challenging attribution theory / 147
of stupid? / 160
Explaining actions: A different approach / 147
Reducing cognitive errors / 160
Heuristics: Mental shortcuts / 148
Summary 162
Representativeness heuristic / 148
Availability heuristic / 148 Key terms 163
Simulation heuristic / 149 Test yourself answers 163
6 Emotion and affect / 164

What is emotion? / 166 Emotions communicate social
information / 185
Conscious emotion versus automatic
affect / 166 Emotions cause behaviour –
sort of / 185
Emotional arousal / 167 Emotions guide thinking and learning / 187
James–Lange theory of emotion / 167 (Anticipated) emotion guides decisions
Schachter–Singer theory of emotion / 168 and choices / 188
Misattribution of arousal / 170 Emotions help and hurt decision making / 189
Positive emotions counteract negative
Some important emotions / 171 emotions / 189
Happiness / 171 Other benefits of positive emotions / 190
Anger / 177
Group differences in emotion / 191
Guilt and shame / 179
Are emotions different across cultures? / 191
Disgust / 182
Are women more emotional than men? / 192
Why do we have emotions? / 184
Arousal, attention and performance / 193
Emotions promote belongingness / 184
Emotional intelligence (El or EQ) / 194
v ii i C ont e n ts
Affect regulation / 195 Is affect regulation safe? / 198
How to cheer up / 196
Summary 199
Affect regulation goals / 196
Key terms 201
Gender differences in emotion control
strategies / 197 Test yourself answers 201
7 Attitudes, beliefs and consistency / 202

What are attitudes and why do people Do attitudes really predict
have them? / 204 behaviours? / 216
Attitudes versus beliefs / 204 Attacking attitudes / 216
Dual attitudes / 204 Defending attitudes / 216
Why people have attitudes / 205 Behavioural intentions / 218
How attitudes are formed / 206 Beliefs and believing / 219

Formation of attitudes / 206 Believing versus doubting / 219
Polarisation / 209 Belief perseverance / 219
Belief and coping / 220
Consistency of attitudes / 211 Religious belief / 222
Cognitive dissonance and attitude Irrational belief / 222
change / 211
Justifying effort / 211 Summary 224
Justifying choices / 213
Key terms 225
Advances in dissonance theory / 213
8 Social influence and persuasion / 226
Two types of social influence / 228 Says what: The message / 243
Being liked and accepted: Normative To whom: The audience / 246
influence / 228 Two routes to persuasion / 248
Being correct: Informational influence / 230
Resisting social influence
Techniques of social influence / 231 techniques / 249
Techniques based on commitment Attitude inoculation / 250
and consistency / 231 Forewarned is forearmed / 250
Techniques based on reciprocation / 234 Use all your resources / 251
Techniques based on scarcity / 236
Techniques based on capturing Summary 252
and disrupting attention / 238 Key terms 254
Persuasion / 239
Who: The source / 239
C on t en t s ix
9 Prosocial behaviour: Doing what’s best for others / 256
Is helping contagious? / 258 Who helps whom? / 281
Helpful personality / 281
What is prosocial behaviour? / 258 Similarity / 281
Born to reciprocate / 260 Gender / 281
Born to be fair / 262 Beautiful victims / 282
Morality / 263 Belief in a just world / 283
Emotion and mood / 283
Cooperation, forgiveness, obedience,
conformity and trust / 266 Bystander helping in emergencies / 284
Five steps to helping / 284
Cooperation / 266
Too busy to help? / 287
Forgiveness / 269
Obedience / 272 How can we increase helping? / 288
Conformity / 274 Getting help in a public setting / 288
Trust / 274 Provide helpful models / 289
Why do people help others? / 276 Teach moral inclusion / 289
Evolutionary benefits / 276 Summary 291

Two motives for helping: Altruism
and egoism / 278 Key terms 292
Is altruism possible? / 279 Test yourself answers 292
10 Aggression and antisocial behaviour / 294

Defining aggression, violence External causes of
and antisocial behaviour / 297 aggression / 311
Is the world more or less violent Weapons effect / 311
now than in the past? / 298 Mass media / 313
Unpleasant environments / 314
Is aggression innate or learned? / 301
Chemical influences / 315
Instinct theories / 301
Learning theories / 302 Self and culture / 317
Nature and nurture / 303 Norms and values / 317
Self-control / 318
Inner causes of aggression / 304
Wounded pride / 319
Frustration / 304
Culture of honour / 319
Being in a bad mood / 304
Hostile cognitive biases / 305 Other antisocial behaviour / 321
Age and aggression / 306 Lying / 321
Gender differences in aggression and Cheating / 322
violence / 307
Stealing / 323
Interpersonal causes of Littering / 324
aggression / 308 Summary 327
Selfishness and influence / 308
Key terms 329
Domestic violence: Hurting those we love / 310
x C ont e nts
11 Interpersonal attraction and rejection / 330
The need to belong / 332 Attraction in the 21st century:
Online dating / 344
Belongingness as a basic need / 332
Two ingredients to belongingness / 336 Rejection / 347
Not belonging is bad for you / 337 Effects of rejection: Inner reactions / 349
Best friends, lovers and groups / 337 Behavioural effects of rejection / 351
Loneliness / 352
Attraction: Who likes whom? / 337
What leads to social rejection? / 354
Similarity, complementarity,
oppositeness / 338 Romantic rejection and unrequited love / 355
Social rewards: You make me feel good / 339
Summary 358
Tit for tat: Reciprocity and liking / 340
Key terms 359
You again: Mere exposure / 341
Looking good / 342
12 Close relationships: Passion, intimacy and sexuality / 360

What is love? / 363 Being yourself: Is honesty the best
policy? / 376
Passionate and companionate love / 363
Love and culture / 364 Sexuality / 378
Love across time / 364 Theories of sexuality / 378
Sternberg’s triangle / 365 Sex and gender / 381
Homosexuality / 383
Different types of relationships / 369 Extradyadic sex / 385
Exchange versus communal / 369
Jealousy and possessiveness / 387
Loving people who love themselves / 370
Culture, female sexuality and the double
standard / 390
Maintaining relationships / 371
I love you more each day (?) / 372 Summary 393
Investing in relationships that last / 373 Key terms 395
Thinking styles of couples / 374 Test yourself answers 395
13 Prejudice and intergroup relations / 396

ABCs of intergroup relationships: Us versus them: Groups in
competition / 406
Prejudice, discrimination and
Ignorance? The contact
stereotypes / 398 hypothesis / 410
Common prejudices and targets / 401 Rationalisation for oppression / 411
Muslims / 401 Stereotypes as heuristics / 411
Xenophobia / 402 Prejudice and self-esteem / 412
Albinism / 402 Content of prejudice and stereotypes / 412
People who are overweight / 403
Are stereotypes always wrong, mostly wrong, or
Homosexuals / 403 mostly right? / 412
Why prejudice exists / 405 Are stereotypes always negative? / 415
C on t en t s xi
Inner processes / 415 Self-fulfilling prophecies / 422
Stigma and self-protection / 423
Overcoming stereotypes, reducing Stereotype threat / 424
prejudice / 417 Are social psychologists biased? / 426
Conscious override / 418
Contact / 421 Summary 427
Superordinate goals / 421 Key terms 429
Impact of prejudice on targets / 422
14 Groups / 430
What groups are and do / 433 Groupthink / 449
Foolish committees / 450
Groups, roles and selves / 437 Group polarisation and the
‘risky shift’ / 451
Group action / 439
Social facilitation / 439 Power and leadership / 452
Social loafing / 441 Leadership / 452
Punishing cheaters and free riders / 443 Toxic leaders / 454
Deindividuation and mob violence / 443 What is power? / 456
Shared resources and the commons Effects of power on leaders / 457
dilemma / 445 Preserving power / 459
Effects of power on followers / 460
How groups think / 446
Legitimate leadership / 460
Brainstorming, and the wisdom
of groups / 446 Summary 463
Why do people love teams? / 448
Key terms 464
Transactive memory: Here, you remember
this / 448 Test yourself answers 464
Glossary G01–G10
Endnotes E01–E48
Credit C01–C02
Index I1–I12
xii C ont e nts
About the authors
Roy F. Baumeister holds the Eppes Eminent Professorship Brad J. Bushman is a professor of communication and
in Psychology at Florida State University, where he is the psychology at The Ohio State University, where he holds the
head of the social psychology graduate programme and Rinehart Chair of Mass Communication. He is also a professor
teaches social psychology to students at all levels. He of communication science at the VU University Amsterdam,
has taught introductory social psychology to thousands the Netherlands, in the summer. For more than 25 years he
of undergraduate students. He received his Ph.D. from has conducted research on the causes, consequences and
Princeton in 1978, and his teaching and research activities solutions to the problem of human aggression and violence.
have included appointments at the University of California He co-chaired the National Science Foundation youth violence
at Berkeley, Case Western Reserve University, the University advisory committee that was formed in the wake of the shooting
of Texas at Austin, the University of Virginia, the Max in Newtown, Connecticut. He also is a member of former
Planck Institute in Munich (Germany), the VU University President Obama’s committee on gun violence. He is ranked
Amsterdam (the Netherlands), King Abdulaziz University number two in citations among communication scholars. In
(Saudi Arabia), and the Center for Advanced Study in the 2014 he received the Distinguished Lifetime Contribution to
Behavioural Sciences at Stanford. Baumeister is an active Media Psychology and Technology, American Psychological
researcher whose work has been funded by the National Association. His research has challenged several myths (e.g.,
Institutes of Health and by the Templeton Foundation. He violent media have a trivial effect on aggression, venting anger
has done research on the self (including self-esteem and reduces aggression, violent people suffer from low self-esteem,
self-control), the need to belong, sexuality, aggression, and violence and sex on TV sell products, warning labels reduce
how people find meaning in life. In 2005, the Institute for audience size). One colleague calls him the ‘myth buster’. His
Scientific Information concluded from a survey of published research has been published in the top scientific journals (e.g.,
bibliographies that he was among the most influential Science, Nature, PNAS) and has been featured extensively in
psychologists in the world (the top 1%), and that status the mass media (e.g., BBC, New York Times, NPR). He lives
has been confirmed several times since then. According in Columbus, Ohio, with his wife, Tam Stafford, and their
to Google Scholar, his works have been cited more than youngest son, Branden. Their two oldest children, Becca and
90 000 times in the scientific literature. In his (very rare) Nathan, are students at The Ohio State University. In his spare
spare time, he likes to ski and play jazz. In 2013 he received time, he likes to ride his bicycle (especially in Amsterdam),
the William James Award, the highest honour bestowed train in Tang Soo Do at J. Kim martial arts (where he currently
by the Association for Psychological Science in all of is Dan 2), and listen to progressive rock (e.g., Patrick Moraz,
psychology, as recognition of his lifetime achievements and Steve Hackett, Yes, Genesis, Pink Floyd) and jazz (e.g., Michiel
contributions to basic scientific research in psychology. Borstlap, Miles Davis, John Coltrane, Sonny Rollins).
xiii
About the South African contributors
Yaseen Ally holds a doctorate degree from the University South Africa. He teaches social psychology, developmental
of South Africa. He is a Research Psychologist and Registered psychology and ecosystemic psychology at undergraduate and
Counsellor. He lectures at Nelson Mandela University and postgraduate level. He is also the editor of the New Voices in
teaches at undergraduate and postgraduate levels, including Psychology journal housed in the Department of Psychology
social psychology and research. He has published in national at the same institution. He has presented numerous papers
and internationally accredited journals and has presented his at local and international conferences. He also supervises a
research at numerous conferences. number of postgraduate students.
Diana de Sousa holds a doctorate degree from the Alida Nienaber holds a doctorate in Psychology from
University of the Witwatersrand. She is a registered the North-West University, Potchefstroom campus. She is
Research Psychologist with the HPCSA. She is the author a registered Counselling Psychologist at the HPCSA. She is
and co-author of numerous accredited articles published the author and co-author of accredited articles in national
locally and internationally and has presented papers at a and international journals and has presented papers at many
number of conferences. She is the Head of Teaching and national and international conferences in Psychology and
Learning and a lecturer at the Johannesburg campus of the Positive Psychology. She is a retired Associate Professor in
South African College of Applied Psychology (SACAP). Psychology at the North-West University’s Potchefstroom
She teaches quantitative and qualitative research methods, campus. Through the years she has supervised many Masters
personality and social psychology, and supervises research and Doctoral students. She also acted as external examiner
projects of undergraduate and postgraduate students. She for many Masters and Doctoral students of UJ, UFS, UP
holds the portfolio of Chair of the Registered Counsellor and and UNISA.
Psychometry (RCP) Division of the Psychological Society of
South Africa (PsySSA). Gerhard Schwär holds a doctorate degree from Vista
University. He lectures in the Psychology Department of
Mbali Dhlomo-Sibiya holds a doctorate degree in the University of Johannesburg. He is registered with the
Community Psychology from the University of Zululand. She HPCSA as a Counselling Psychologist. He has authored and
is registered as a Clinical Psychologist with the HPCSA. She co-authored several accredited articles published locally
is the co-author of numerous accredited articles published and internationally and has presented scientific papers at
locally and internationally and has presented papers at a a number of local as well as international conferences. He
number of conferences. She was an Associate Professor in the supervises Honours, Masters and Doctoral students and
Department of Psychology at the University of Zululand. She serves as external examiner and moderator for several South
supervises Masters and Doctoral students. African universities.
Caroll Hermann holds a doctorate degree from the Keit Shirinda-Mthombeni holds an MSc degree in
University of Zululand. She is registered as a practitioner at Psychology from the University of South Africa. She is a
the HPCSA. She is the author and co-author of numerous lecturer in the Department of Psychology at the University
accredited articles published locally and internationally and of South Africa. She teaches social psychology, community
has presented papers at a number of conferences. She is Senior psychology and HIV and AIDS modules. She is a registered
Lecturer in the Department of Psychology at University of Counsellor with the HPCSA. She is also involved with
Zululand. She supervises Masters and Doctoral students and postgraduate student supervision.
serves as external examiner and moderator for undergraduate,
Honours and Masters examination papers, dissertation and Fortunate Silinda holds a master’s degree from the
doctoral theses. University of South Africa. She is registered as a Research
Psychologist at the HPCSA. She has co-authored international
Khonzi Mbatha holds a master’s degree in Research and local publications and has presented papers at a number
Psychology specialising in research consultancy. He lectures of conferences. She is a Lecturer in the Department of
in the Department of Psychology at the University of Psychology at UNISA and a postgraduate student.
xiv
Preface
T
his textbook is simultaneously an expression of of trying to package what social psychology has learned
love and rebellion. The love is our feeling toward that could be useful to other fields. Scholars in those
our field. We followed different paths into social fields mostly want to know about people and why they
psychology, but over the years we have developed an act as they do. The response to this took the form of a
affectionate appreciation for it. We agreed to write this book for general audiences called The Cultural Animal
textbook partly because we thought we could contribute (Baumeister, 2005), but the realisation slowly dawned
to the field by covering what we love about it. The that this new, more integrated understanding of the
process of writing strengthened those positive feelings, human being might provide a powerful basis for a social
by helping us see the remarkably diverse and creative psychology textbook.
work that our fellow psychologists have produced We have used many different textbooks in our own
over the past several decades. We are also very active social psychology courses. Many of them are quite
social psychological researchers and teachers. We love good. One dissatisfaction with them, however, and
doing social psychology research, and we love teaching indeed one that we have heard echoed by many other
students about the field of social psychology. instructors and students, is that they end up being just
Maybe social psychology has sold itself short by narrative lists of findings grouped by topic, rather like
clinging to the message ‘it’s all about situations!’ We think a handbook or encyclopaedia. We wanted more. We
it’s partly about situations, but to us, social psychology wanted an integrated, coherent vision. And now we had
is very much about people. We think students sign up a basis in the form of a new understanding of human
for social psychology courses because they want to learn nature that put together the results of thousands of social
about people. And we think social psychologists actually psychology studies. So this time when publishers asked
have plenty to tell them about people. us about writing a textbook, we thought it over. And
We are rebelling against the old dogma that social then we decided to do it.
psychology’s truth requires treating people as blank slates Some might think that explaining human nature isn’t
who just respond to situations. Instead, we see people the job of social psychology and should be left to the
as highly complex, exquisitely designed and variously personality psychologists. In our view, personality’s claim
inclined cultural animals who respond to situations. to that question is not naturally any stronger than social
Our textbook will tell students plenty about the power of psychology’s. After all, personality psychologists mainly
situations, but it also seeks to tell them about the people study differences between people, and so understanding
in those situations. the patterns common to all people isn’t any more likely to
To us, the most exciting aspect of this project has arise from those data than from social psychology’s data.
been the attempt to ‘put the person back together’, in the On the contrary, learning about how people in general
phrase that got us started on the book. We believe that will respond to ordinary social dilemmas and events is
social psychology can offer a remarkably new, coherent at least as promising as studying individual differences
and accurate vision of human nature. in terms of being able to point toward general patterns of
In fact, this new vision of human nature was central human nature.
to the story behind the book. We had been approached Most general theories ab out human nature
many times by various publishers about possibly writing agonise over the competing explanations based on
a social psychology textbook, and we had repeatedly evolution and cultural influence. Our synthesis is
brushed them off as quickly and thoroughly as possible. based on the question ‘What sort of picture of the
Back then we thought that writing a textbook sounded human being emerges from the results of thousands
like a tedious, uncreative set of chores requiring reading of social psychology experiments?’ The answer is
and describing every part of the field, regardless of how novel: Nature ‘made’ human beings for culture. That
interesting. We loathe anything that is boring. is, we think human beings evolved specifically to
The turning point came when one of us spent a year belong to these complicated, information-using social
at an interdisciplinary institute and embraced the task systems that we call culture. It is interesting that the
xv
Merriam-Webster word of the year for 2014 was we offer is a generally positive one, though we give the
‘culture’ (based on online searches). dark side of human nature its due.
Our book has many themes that are mentioned Hence one important feature of this book is
occasionally in the various chapters to tie things that every chapter ends with a brief section entitled
together, and these are mostly derived from the central ‘What makes us human? Putting the cultural animal
theme of human beings as cultural animals. The theme in perspective’ that provides a quick review of what
of putting people first is a subtle way of conveying what answers have emerged in that chapter. These were easy
is biologically unique about humans: while most animals to write because we really do see that human social life is
get what they need from their physical environment, remarkably and importantly different from that of other
people get what they need from each other. This animals. We do not shrink from discussing the flaws and
message was implicit even in the classic Asch conformity biases in humanity, and we acknowledge humankind’s
experiments, in which people would disregard the direct vast capacity for petty malice and occasional capacity
evidence of their physical senses in order to go along for great evil. But we think the final picture is mostly
with what other people (even a collection of strangers!) favourable. These end-of-chapter sections offer a brief
were saying. reflection on what is special about human nature.
Another central theme is that inner processes serve
interpersonal functions. The conventional wisdom in
psychology, going back to its Freudian roots, has been
Concept features
more or less that what happens to people is a result of When we embarked on this book we listened long and
what’s inside them. We think the research in social hard to the complaints that fellow teachers of social
psychology points toward the need to turn that on its psychology had regarding their textbooks and the way
head. What is inside people is a result of what happens the field was taught. We also listened to the feedback
between them. Even in terms of what evolution has built from many students. Several features of our textbook are
into the human psyche, what is there inside the person directly influenced by this feedback. We have sought to
is there to help people thrive in their social and cultural offer a new, positive alternative to existing textbooks.
groups. People are built to relate to other people. Even The most common complaint, of course, was the lack
the ‘self ’, much discussed and invoked throughout social of integration. Many instructors, and even those who
psychology, is designed to cultivate social acceptance liked their particular textbook, still felt that textbooks
and other forms of success that are valued in human merely hopped from one finding and one phenomenon
cultures. to another without any broad vision. Hence at the end
This is not a book about evolution, nor is it a book of the term, as one colleague put it, the take-home
about cultural differences. It is a book about people. message was ‘Social psychology is a large, interesting,
Toward that end, we occasionally use insights that and diverse field of study.’ Our overarching goal of
emerge from cultural and evolutionary studies. But putting the person back together was a direct response
those remain mostly on the sidelines. We differ from to this complaint and is, in our view, the defining feature
the evolutionists in that we focus more on how humans of our book. The themes that run through the book
are different from other animals rather than how they help to flesh this out. These are developed in Chapter 2,
are similar to other animals. We differ from the cultural ‘Culture and nature’, which we regard as the theoretical
psychologists in that we focus more on what cultures foundation of the book. We recommend that instructors
have in common than on how they differ. These are assign this chapter early in the semester. That is why we
differences of emphasis, but they are fundamental and put it early in our textbook. The subsequent chapters
large ones. can be taught in almost any order. Thus, the book is not
The bottom line, for us, is a very positive view a linear sequence in which each chapter builds on the
of human nature. Over the years, many of the major preceding one. We deliberately rejected that approach
theories about people have emphasised the negative. because we know many instructors like to adapt the
They have depicted people as dominated by violent, sequence of topics to their own schedules, goals and
destructive urges or by strivings for power, as plans. Instead, the design of this book is like a wheel.
supercharged rats in societal Skinner boxes, as spineless Chapters 1 and 2 are the centre, and all the other
beings at the mercy of giant social forces or willy-nilly chapters are spokes.
situational influences. We have been persuaded partly by Our chapters contain four box feature inserts.
the positive psychology movement that psychology loses Although many textbooks have boxes, we are especially
much of its value when it focuses overly on the negative pleased with our set. In the first edition, they proved
side. And, heck, we like people. So the integrated picture to be student favourites. We began with a fairly long
xv i P re face
list of possible boxes and gradually, based on input and It is also helpful that human sexual behaviour is a vivid,
feedback from students and instructors, trimmed these dramatic example of something that shows powerful
down to the list of four that run through the chapters. influences of both nature and culture.
Following are The social side of sex topics included in
Food for thought the book:
One box in every chapter has to do with eating. One of ●● Sex and culture (Chapter 2)
us recalls a conversation years ago with Peter Herman, ●● Self-esteem and saying no to sex (Chapter 3)
who observed, ‘Eating is the perfect social psychology ●● Gender, sex and decisions (Chapter 4)
variable, because it is connected to almost every social ●● Counting sex partners (Chapter 5)
variable or process you can think of!’ As we researched ●● Can people be wrong about whether they are
the various chapters and thought about the findings, sexually aroused? (Chapter 6)
we came to see he was right, and so each chapter has ●● A–B inconsistency and erotic plasticity
a box that covers some findings showing how the (Chapter 7)

chapter’s topic influences or is influenced by eating. We ●● Scared into safe sex? (Chapter 8)
thought this would be especially appealing to today’s ●● Helping, sex and friends (Chapter 9)
students, for whom university often presents a novel ●● Sexual aggression and rape (Chapter 10)
set of challenges and opportunities for eating, dieting, ●● What is beauty? (Chapter 11)
drinking and related concerns. Eating is a microcosm of ●● Roots of anti-gay prejudice (Chapter 13)
social processes. ●● Is marriage a group? (Chapter 14)
Following are the Food for thought topics included in There is no The social side of sex box in Chapter 12
the book: because half of that chapter is about sex.
●● Does chicken soup reduce cold symptoms?
(Chapter 1) Trade-offs
●● Virtuous vegetarians (Chapter 2)
A third box presents trade-offs. In this box we attempt to
●● Eating binges and escaping the self (Chapter 3)
stimulate critical thinking. Many students come to social
●● Dieting as self-regulation (Chapter 4)
psychology wanting to find ways to change the world
●● It’s the thought that counts (or doesn’t count!) the
and solve its problems. We applaud that idealism, but we
calories (Chapter 5) also think that many problems have their origin in the
●● Mood and food (Chapter 6)
basic truth that solving one problem sometimes creates
●● Would you eat a bug or a worm? (Chapter 7)
another. Many social psychology findings highlight trade-
●● Convert communicators and health messages
offs in which each gain comes with a loss. Indeed, in other
(Chapter 8) writings, we apply that principle to assorted issues, not least
●● Restaurants, rules and the bad taste of
including gender differences: if men are better than women
non-conformity (Chapter 9) at something, they are probably worse at something else,
●● Is there a link between diet and violence?
and the two are interlinked. We hope that students will
(Chapter 10) come away from these boxes with a heightened integrative
●● Social rejection and the jar of biscuits (Chapter 11)
capacity to see both sides of many problems and behaviours.
●● Eating in front of a cute guy (Chapter 12)
Following are the Trade-offs topics included in the
●● Prejudice against the obese (Chapter 13)
book:
●● Is binge eating socially contagious? (Chapter 14)
●● Research ethics (Chapter 1)
●● Political trade-offs (Chapter 2)
The social side of sex ●● Self-handicapping (Chapter 3)
The same can be said for sex, and so most chapters include ●● Now versus tomorrow: Delay of gratification
a box applying social psychology to sexuality. We suspect (Chapter 4)

that few people leave university with their sexual selves ●● Conscious and unconscious thought (Chapter 5)
unchanged since arrival, and so students’ natural and ●● Affect intensity: Emotional roller coaster or even
personal interest in sexuality can be useful for illuminating keel? (Chapter 6)

many perspectives and patterns in social psychology. Our ●● What is the real attitude? (Chapter 7)
emphasis is, of course, not on the mechanics or techniques ●● Should speakers talk fast or slow? (Chapter 8)
of sex but rather on the social context and influences, ●● The prisoner’s dilemma (Chapter 9)
which the field of sexuality has often underappreciated. ●● Creativity and cheating (Chapter 10)
P refac e xvii
●● Testosterone – A blessing and a curse their places in their social networks. ‘Nature says go,
(Chapter 11) culture says stop’ was not on our original list of themes
●● Sex in and out of marriage (Chapter 12) but kept coming up as we wrote, and so we went back
●● Competition versus cooperation (Chapter 13) to revise our earlier chapters to recognise this common
●● Diversity in groups (Chapter 14) way that nature and culture interact to shape human
behaviour.
Money matters
Money is highly relevant to our theme of humans Pedagogical features
as cultural animals. Money is often spent on getting
things that nature makes us want: food, shelter, warmth, Our book has also benefited from input and suggestions
comfort, and even health and sex. Social events, such as for what can help students master the material. We have
war, can greatly influence the value of money. Yet money kept what has worked well in other textbooks, such as
is undeniably a cultural phenomenon. Thus, money including glossaries, tables, graphs and illustrations. Each
shows how humankind has found cultural means of chapter begins with a set of ‘Learning objectives’ and ends
satisfying natural inclinations. Social psychologists (like with a ‘Chapter summary,’ where we present lists of bullet
intellectuals across the ages) have often been sceptical points summarising key content in the chapter.
and critical of money, and especially of the desire for A more novel feature of our textbook is the inclusion
money. Although the Bible says ‘the love of money is the of many self-tests. Each major header in each chapter
root of all evil’ (1 Timothy 6:10), money is a fact of life ends with a series of multiple-choice questions. We can
and an almost indispensable ingredient to the good life understand why many books don’t include them – they
in modern society. We hope that this series of boxes will were an immense amount of work to prepare, and we
stimulate students to see money through the prism of wrote them ourselves rather than hiring them out to
social psychology’s diverse interests. someone less familiar with the content – but we think the
Following are the Money matters topics included in effort was worth it. Every time students finish reading a
the book: section of a chapter, they can get a quick check on how
well they understood it by answering those questions and
●● Nature, culture and money (Chapter 2) verifying whether their answers are correct. Research
●● Doing it for money, not love (Chapter 3) shows that taking quizzes / self-assessments is one of the
●● How money can trick you into making bad
best ways to learn new material,4 far more effective than
decisions (Chapter 4) other techniques such as highlighting and underlining
●● Does money make a difference? (Chapter 5)
textbooks, re-reading and summarisation.5
●● Emotions and prices (Chapter 6)
●● Would you sell your soul for $1? (Chapter 7)
●● Even a cent will help (Chapter 8) More with less

●● Money, prosocial behaviour and self-sufficiency
When we embarked on this textbook, we made ‘doing
(Chapter 9)
●● Money and antisocial behaviour (Chapter 10)
more with less’ one of our guiding mottos. As we saw it,
●● Is manhood measured in rands or centimetres?
social psychology was approaching a turning point. The
early textbooks often went into lively detail about many
(Chapter 11)
●● Mating, money and men (Chapter 12)
specific studies. That was possible because back then
●● Racial discrimination in sports: Paying more to
there wasn’t a great deal of material to cover. Since then,
the body of knowledge in the field has expanded year by
win (Chapter 13)
●● Money, power and laughter (Chapter 14)
year, with new findings being continuously documented
in established journals along with new journals popping
Other themes run through the book without being up all the time. It is no longer possible to cover all the
formally reflected in specific boxes. The ‘duplex influential studies in great detail.
mind,’ divided into the automatic/deliberate and the Some textbooks have responded to information
controlled/conscious sets of processes, has become overload by packing more and more findings into
a powerful theme in the field’s thinking about a great the same amount of space. This plainly cannot go
many issues, and we want students to appreciate it. on forever. Either textbooks have to get longer and
It is a profound insight into how the human mind is longer, or they have to become more and more
organised. ‘The long road to social acceptance’ reflects selective. We chose the latter course. As things turned
how much work humans have to do to gain and keep out, we were able to cover most of what has become
xv ii i P re face
standard in textbooks, but we do not claim or pretend understanding: nature and culture worked together, such
to be exhaustive. Our model for this is introductory that nature designed the human being to be capable of
psychology. Once upon a time, perhaps, introductory culture. The stock notion of ‘the social animal’ is shown
textbooks could provide a comprehensive overview of to be correct but far too limited, whereas the ‘cultural
psychology, but it has by now become standard practice animal’ captures what is special about human beings.
for them merely to select a few topics for each chapter This chapter then sets up many of the integrative
to illustrate rather than fully cover what that field has themes that will run through the book to help make
to offer. We think social psychology is reaching the sense of the many facts and findings that will be
same point and that the way forward is to accept the covered.
impossibility of covering it all.
To be sure, the review process did push us to be more CHAPTER 3
thorough. One thing experts are very good at is saying, The self
‘Well, you could also cover topic X,’ and we heeded The human self is a complex and marvellous participant
many such comments from our expert reviewers. But in the social world. This chapter provides a coherent
our goal all along has been to offer students an in-depth understanding of the human self that is based on both
look at some information, with all its implications and classic and recent research in social psychology.
connections highlighted, rather than to make sure to
cite every relevant study. We hope instructors will add CHAPTER 4
their personal favourites to the lectures, to augment Choices and actions: The self in control
what we have included. But to keep the book to a
The self is not just an idea but also a doer. This chapter
manageable length and still do justice to our goals, we
covers key social psychology topics of choice, decision-
had to leave out many important and worthy studies.
making, self-regulation and the psychology of action.
Even some large topics ended up getting short shrift.
The remarkable recent progress in this work lends extra
Most notably, we devote fairly little space to the social
excitement to this material.
neuroscience work that has become an important theme
in the field. We don’t dispute its importance. We simply
think it is not what is best for introductory students. Our
CHAPTER 5
Social cognition
recommendation is that universities offer a subsequent
course that can focus on brain processes and their link to Social cognition revolutionised social psychology
social behaviour. For the first course, we think students in the 1980s. Now it has settled into a core basis for
would prefer to learn about the more familiar and more understanding many spheres of social life. Cognition is
readily understood questions about how people think, vital to cultural animals, because cultures operate on the
feel and act in recognisable social situations. basis of information. This is a showcase for many of the
great achievements of social psychology.
Content overview CHAPTER 6

Emotion and affect
CHAPTER 1 Studying emotion has proven much harder than
The mission and the method studying cognition, and so Chapter 6 cannot compare
The opening chapter explains what social psycho with Chapter 5 in being able to point to a solid body
logists do and why students may want to learn about of accepted knowledge. Despite that, much has been
it. It explains social psychology’s place among the learned, and the ‘work-in-progress’ flavour of the social
different fields that study human behaviour. It offers a psychology of emotion – combined with the natural
brief introduction to the methods social psychologists human interest in emotion that students can readily
use to tell the difference between right and wrong share – should make this chapter an appealing read.
theories.
CHAPTER 7
CHAPTER 2 Attitudes, beliefs and consistency
Culture and nature The study of attitudes has a long and distinguished
Chapter 2 sets up the big picture. How do we explain history in social psychology. This chapter brings
people? Departing from the old and tired battle of nature together the influential early, classic studies with the
against nurture, this book follows a newly emerging latest advances.
P refac e xix
CHAPTER 8 CHAPTER 12
Social influence and persuasion Close relationships: Passion, intimacy and sexuality
Social influence and attempted persuasion are In its first decades, social psychology mainly studied
deeply woven into the fabric of human social life, interactions among strangers – but most social life
and indeed it is the rare social interaction that has involves ongoing relationships. The study of close,
absolutely none. As information-using cultural intimate relationships blossomed in the 1980s from a
animals, humans often find themselves wanting to small, underappreciated corner into a profound and
influence others or being the targets of influence. exciting enterprise that changed the field. This chapter
This chapter covers how people exert that influence, covers this work, much of it quite recent. It emphasises
why they do – and how sometimes people manage to romantic and sexual relationships, showcasing what
resist influence. social psychology has contributed to understanding of
these grand, perennial human dramas. Human romance
CHAPTER 9 and sex are eternal problems that reveal our evolutionary
Prosocial behaviour: Doing what’s best for others background but also highlight the many striking ways in
In this chapter, we look at what people do in order to which humans are unique.
make possible the success of their cultural and social
groups. Many textbooks have a chapter on helping. We CHAPTER 13
cover helping in this chapter, but the broad focus is Prejudice and intergroup relations
on all prosocial behaviour. The integrative focus helps Prejudice occurs all over the world, often contributing to
resolve some long-running debates, such as whether violence and oppression and other forms of misery. This
helping is genuinely altruistic and prosocial or merely chapter examines the many forms and faces of prejudice,
egoistic and selfish. We also break with the Milgram ranging from the standard topics of racism and sexism to
tradition of depicting obedience and conformity as the less remarked prejudices against obese people, Arabs
bad, because culture and thus human social life would and Muslims, foreigners, people with albinism and
collapse without them. This chapter also discusses homosexuals. Special emphasis is given to the emerging
morality. and uplifting work on how people overcome prejudice.
CHAPTER 10 CHAPTER 14
Aggression and antisocial behaviour Groups
Just as Chapter 9 replaced the traditional, narrow All over the world, human beings live in small groups.
focus on helping with a broader focus on prosocial This chapter takes a fresh and exciting look at the social
behaviour, this chapter replaces the traditional focus psychology of groups. The first part addresses one often
on aggression with a broader treatment of antisocial overlooked but basic question, namely why are some
behaviour. Aggression is treated here as a holdover groups more and others less than the sum of their parts?
from the social animal stage – which is why cultures Classic material on group processes is mixed with new
mainly struggle to reduce and prevent aggression, and exciting research.
favouring non-violent means of resolving conflicts.
Other antisocial behaviours covered include cheating, Supplements
lying, stealing and littering.
Instructor’s Resource Manual
CHAPTER 11 The Online Instructor’s Research Manual includes the
Interpersonal attraction and rejection following tools for each chapter:
This chapter combines two very different but complemen ●● Chapter outline. Detailed review of the chapter
tary sets of findings. The study of interpersonal attraction with key terms underlined and defined.
has a long history and, despite the occasional new ●● Lecture/discussion ideas. Helpful ways to address
finding, is a fairly well-established body of knowledge. topics in text, cover topics tangential to what is in
The study of interpersonal rejection is far more recent text, or provide alternative examples to what are
but has become a thriving, fast-moving area. Together presented in the text.
they constitute the two sides of the coin of people trying ●● Class activity/demonstration ideas. Ideas and
to connect with each other. prompts for in-class activities.
xx P re face
●● Student projects/homework. Short- and longer- to instructor preference. These are available online
term assignments, as well as substantial prompts to both students and lecturers. The five modules are:
for projects that students can do on their own as (Module A) Applying social psychology to consumer
out-of-class assignments or short-term projects. behaviour; (Module B) Applying social psychology
●● Video clip suggestions. Our Research in Action to health; (Module C) Applying social psychology
video collection, YouTube and other videoclip to the workplace; (Module D) Applying social
suggestions. psychology to law; and (Module E) Applying Social
●● Handouts. Each chapter includes helpful handouts psychology to the environment. These modules
correlated with suggested activities and homework. enable an instructor to tailor a course that can
encompass some of the most important applied fields
Test Bank Questions of study that have had long, close relationships with
Questions in the Online Test Bank include a vast and social psychology.
rich range of multiple choice, true or false, completion
and essay questions for each chapter. Acknowledgements
Manuscript Reviewers
PowerPoint
This first South African edition is based on the fourth
The Online PowerPoint slides for every chapter feature
US edition, entitled Social Psychology and Human
lecture outlines and key images from the text.
Nature. We thank our US colleagues for their diligent
and thoughtful fourth edition pre-revision surveys, as
Online Application Modules well as to those who reviewed earlier editions of Social
Another exciting feature of this book is the set of five Psychology and Human Nature. Their suggestions
application modules that can be assigned according pointed the way to make this a better book.
US FOURTH EDITION
Anila Putcha-Bhagavatula, Stephanie Afful, Julie Blaskewicz Boron, Nao Hagiwara,
California State University, Fontbonne University Youngstown State Virginia Commonwealth U.
Fullerton Lindsey Rodriguez, Fionnuala Butler, Ken Cheung,
Kathleen Schiaffino, University of Houston Carthage College Brooklyn College
Fordham University Corey Cook, Melanie Covert, Carrie V. Smith,
Mary Shuttlesworth, Skidmore College Brenau University University of Mississippi
Mt Aloysius College Ashlee Lien, Luis Vega, Erin Ward Sparks,
Heidi Dempsey, SUNY College at Old California State University, Purdue University
Jacksonville State Westbury Bakersfield Alisa Aston,
University University of North Florida
US THIRD EDITION
Keith Davis, Lisa Finkelstein, Philip Mazzocco, Randall Renstrom,
University of South Northern Illinois The Ohio State University Loyola University, Chicago
Carolina, Columbia University at Mansfield
Michael Dudley, Evan Kleiman, Eirini Papafratzeskakou,
Southern Illinois University George Mason University Virginia Tech, Blacksburg
P refac e xxi
US SECOND EDITION
Gordon Bear, Kimberly Fairchild, Mark Muraven, University of Alabama,
Ramapo College of New Manhattan College University at Albany Birmingham
Jersey Jennifer Feenstra, Ernest Park, Heidi Wayment,
Khanh Bui, Northwestern College Cleveland State University Northern Arizona
Pepperdine University Joseph R. Ferrari, Ludmila Praslova, University
Nilanjana Dasgupta, Vincent DePaul University Vanguard University of
University of Massachusetts – Kathleen McKinley, Southern California
Amherst Cabrini College Christopher Robinson,
US FIRST EDITION
Nancy L. Ashton, Layton Curl, Elizabeth Gray, Charles Kimble,
The Richard Stockton Metropolitan State College Northpark University University of Dayton
College of New Jersey of Denver Jeffrey D. Green, Linda Kline,
Melissa Atkins, Deborah Davis, Soka University California State
Marshall University University of Nevada–Reno Hillary Haley, University–Chico
Kevin Bennett, John Davis, Santa Monica College Elisha Klirs,
Pennsylvania State Texas State University–San Darlene Hannah, George Mason
University–Beaver Marcos Wheaton College University
John Bickford, Dorothee Dietrich, Judith Harackiewicz, C. Raymond Knee,
University of Hamline University University of Wisconsin University of Houston
Massachusetts– Nancy Dye, Susan Kraus,
Amherst Lora Harpster,
Humboldt State University Salt Lake City Community Fort Lewis College
Kurt Boniecki, Sarah Estow, College Neil Kressel,
University of Central Dartmouth College William Patterson
Arkansas Helen C. Harton,
Jennifer Feenstra, University of Northern University
Thomas Britt, Northwestern College Iowa Joachim Kreuger,
Clemson University
Joe R. Ferrari, Sandra Hoyt, Brown University
Jonathan Brown, DePaul University Ohio University Roger Kreuz,
University of Washington
Lisa Finkelstein, Jon Iuzzini, University of Memphis
Jeff Bryson, Northern Illinois University University of Douglas Krull,
San Diego State University Tennessee–Knoxville
Phil Finney, Northern Kentucky
Shawn Burn, Southeast Missouri State Norine Jalbert, University
California Polytechnic State University Western Connecticut State Barry Kuhle,
University University
Wendi Gardner, Dickinson College
Jennifer L. Butler, Northwestern University Robert Johnson, Paul Kwon,
Wittenberg University Arkansas State University
Bryan Gibson Washington State
Keith Campbell, Central Michigan Deana Julka, University
University of Georgia University University of Portland Benjamin Le,
Laurie Couch, Tom Gilovich, Patrice Karn, Haverford College
Morehead State University Cornell University University of Ottawa Lisa Lockhart,
Traci Y. Craig, Traci Giuliano, Benjamin R. Karney, University of the Incarnate
University of Idaho Southwestern University University of Florida Word
Janet Crawford, Wind Goodfriend, Timothy Ketelaar, Britton Mace,
Rutgers University Buena Vista University New Mexico State University Southern Utah University
xxii P re face
Stephanie Madon, Jim Previte, Paul Silvia, David Trafimow,
Iowa State University Victor Valley College University of North New Mexico State
Mark Muraven, Mary Pritchard, Carolina–Greensboro University
State University of New Boise State University Royce Singleton, David Ward,
York–Albany Joan Rollins, Holy Cross University Arkansas Tech University
Matt Newman, Rhode Island College Alexander Soldat, Dolores Ward,
Bard College Tonya Rondinone, Idaho State University Spring Hill College
Nelse Ostlund, St. Joseph College Sam Sommers, Keith Williams,
University of Nevada–Las Barry R. Schlenker, Tufts University The Richard Stockton
Vegas University of Florida Weylin Sternglanz, College of New Jersey
Stephen Phillips, Brandon Schmeichel, NOVA Southeastern Kevin Woller,
Broward Community Texas A&M University University Rogers State University
College Jeff Stone, Jennifer Yanowitz,
Sherry Schnake,
Gregory Pool, Saint Mary of the Woods University of Arizona University of Minnesota
St. Mary’s University College Rowena Tan, Ann Zak,
Jacqueline Pope- Brian W. Schrader, University of Northern College of Saint Rose
Tarrance, Emporia State University Iowa
Western Kentucky Stephanie Tobin,
Gretchen Sechrist,
University University of Houston
State University of New
Jack Powell, York–Buffalo Tamara Towles-Schwen,
University of Hartford Buffalo State College
EDITORIAL BOARD
We are grateful to the members of the US first edition
editorial board for their guidance and suggestions.
Bruce Bartholow, Cheryl Kaiser, Daniel Molden, Jeff Sherman,
University of Missouri University of Northwestern University University of
Jennifer Crocker, Washington Richard Ryan, California–Davis
The Ohio State University Marc Kiviniemi, University of Rochester Jean Twenge,
Wendi Gardner, University of Kennon M. Sheldon, San Diego State University
Northwestern University Nebraska–Lincoln University of Missouri Kathleen Vohs,
University of Minnesota
CONTENT AREA EXPERT REVIEWERS

We thank our colleagues for providing their expertise
on specific chapters. Their comments sharpened and
improved these chapters.
Craig A. Anderson, William D. Crano, Michael Hogg, George Levinger,
Iowa State University Claremont Graduate University of Queensland University of
James R. Averill, University Lee Jussim, Massachusetts–Amherst
University of Wind Goodfriend, Rutgers University Norman Miller,
Massachusetts–Amherst Buena Vista University Marc Kiviniemi, University of Southern
Donal E. Carlston, Anne K. Gordon, University of California
Purdue University Bowling Green State Nebraska–Lincoln Todd D. Nelson,
Eddie M. Clark, University Mark K. Leary, California State
St. Louis University Duke University University–Stanislaus
P refac e xxiii
Laurie O’Brien, Cynthia L. Pickett, Peter B. Smith, Kipling D. Williams,
University of California– University of University of Sussex Purdue University
Santa Barbara California–Davis Jeff Stone,
B. Keith Payne, Deborah Richardson, University of Arizona
University of North Augusta State University Duane T. Wegener,
Carolina–Chapel Hill Brandon J. Schmeichel, The Ohio State University
Louis A. Penner, Texas A&M University
Wayne State University
CONTRIBUTORS OF APPLYING SOCIAL PSYCHOLOGY MODULES

Special thanks go to our colleagues who wrote the could not have done these ourselves even half as well.
application modules, which are available online. These These modules add to the breadth and flexibility of
are specialised topics outside our own expertise, and we what can be taught with this textbook.
Module A: Applying social psychology to consumer behaviour Iowa State University

Curtis Haugtvedt,
Module D: Applying social psychology to the law Margaret
The Ohio State University Bull Kovera,
Module B: Applying social psychology to health Regan A. R. John Jay College of Criminal Justice, City University of
Gurung, New York
University of Wisconsin–Green Bay Module E: Applying social psychology to the environment
Module C: Applying social psychology to the workplace Kathy Richard L. Miller,
Hanisch, University of Nebraska at Kearney
xxiv P re face
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for example, a testbank, PowerPoint slides and
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example, useful weblinks and glossary terms.
Lecturers: to discover the dedicated lecturer digital

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The mission and the method
Chapter outline
A brief history of social

psychology
What do social psychologists do?
Social psychology’s place in the
world
Social psychology’s place
in the social sciences
Social psychology’s place within
psychology
Why people study social
psychology
Curiosity about people
Experimental philosophy
Making the world better
Social psychology is fun!
How do social psychologists
answer their own questions?
Accumulated common wisdom
Overview of the scientific method
Scientific theories
Research design
How much of social psychology
is true?
Self-correcting nature of science
Reliance on student samples
Cultural relativity
Food for thought

Does chicken soup reduce cold
symptoms?
Trade-offs
Research ethics
iStockphoto.com/Yuri_Arcurs
1 Copyright 2018 Cengage Learning. All Rights Reserved. May not be copied, scanned, or duplicated, in whole or in part. Due to electronic rights, some third party content may be suppressed from the eBook and/or eChapter(s).
You are a member of a social Or consider Chaeli Mycroft
(22), who was diagnosed with
I bring them around to my way of
thinking?’ Social psychology can
world on a planet containing more cerebral palsy when she was only 11 also help you understand simpler
than seven billion people. This social months old. She became an activist things, such as taking a coffee
for people with disabilities when break. If your boss told you to make
world is filled with paradox, mystery,
she was still a child, and started 10 000 decisions before you got your
suspense and outright absurdity. In an organisation that helps other first cup of coffee, you’d probably
the USA recently, one man spent people with disabilities. She uses think you had a cruel boss! The
over R900 000 in an auction for eight a wheelchair for mobility, and is a Starbucks chain of coffee shops,
world-famous activist, having won the however, has advertised that they
stuffed squirrels wearing boxing
2011 International Children’s Peace offer 19 000 beverage options, if
gloves.1 In many parts of the world Prize. She breaks stereotypes about you count the different coffees,
less than R650 can feed a person for people with disabilities whenever teas, cold drinks, and all the things
a year, which means 1 400 people she can. She has, for example, you could add to them. In a sense,
climbed Mount Kilimanjaro (a difficult therefore, the customer who walks
could be fed for an entire year for achievement at the best of times!), into a Starbucks shop for a morning
the price paid for just eight dead does ballroom dancing and has drink is confronted with more than
squirrels. In South Africa, politician participated in marathons. In July 19 000 choices. After making 19 000
2017, Chaeli ascended Lion’s Head decisions, you can end up with a
Cyril Ramaphosa came under
on a very windy day with the help cup of coffee that costs over $50!
criticism for bidding R18 million for a of some friends. This was the first It is called the Sexagintuple Vanilla
buffalo on a wildlife auction (although time a person using a wheelchair has Bean Mocha Frappuccino. It has
he was outbid and did not end up made it up Lion’s Head. 60 shots and comes in a 3.79-litre
Can social psychology help us glass. Isn’t having so many choices
buying the buffalo).
make sense of the baffling diversity just a way to frustrate people? How
of human behaviour? The answer to does Starbucks make money? Why
this question is a resounding ‘Yes!’ don’t their customers protest? More
Social psychology is the scientific to the point (at least for a social
Or consider that a homeless study of how people affect and are psychologist), how do people get by
man in the USA went from having affected by others. Whether you in a world that offers them thousands
no money to having over R1 million know it or not, social psychology can of options at every turn, even for the
after he returned an engagement ring help you make sense of your own simplest decisions? In Chapter 5
that a woman accidentally dropped social world. The material discussed we discuss some of the heuristics
with some cash into the hat that he in this book is intensely relevant that people use to manage such
used to ask people for money. He to your life. For example, have you information overload. ●
returned it to her the next day when ever asked yourself questions such
she returned to see if he had it. The as these: ‘How can I get him to
woman was so happy to get her go along with my plan?’ ‘Should
I ask her right up front to do this social psychology the scientific study
ring back that she set up a website
big favour, or is there a better way of how people affect and are affected
seeking donations for him, and over
to get her to say yes?’ ‘How can by others
6 000 people responded.2
Starbucks opened its doors for the first time in Southern Africa in April 2016.
[ learning objectives
]
●● Define social psychology.
●● Name the early influences and key ideas that had a lasting influence on the field.
●● Describe the ABC triad of social psychology.
●● Explain how social psychology relates to other fields of study.
●● Assess the different methods of data collection in social psychology.
Chances are, something in this book will prove helpful participant. He found that as group size increased,
to you in the future. This is not to say that social individual effort decreased. This study can explain why
psychology is an instruction guide for how to influence people tend to slack off when working on group projects.
and manipulate others. Social psychology, however, can These two seminal studies started a long chain of
help you understand basic principles of social influence, subsequent studies. Note, though, that the two studies
as well as many other principles of social behaviour. It is pointed in opposite directions – one found that people
also just plain interesting to learn how and why people worked harder in the presence of others, and the other
act the way they do. found that people slacked off in the presence of others.
The point is that there are plenty of reasons why Chapter 14 will try to resolve this seeming contradiction,
you ought to be interested in social psychology. As you but for now the point is to get used to the idea that social
learn more, you can profit more and get more enjoyment behaviour is complicated.
from what social psychology has to offer. Let’s begin by The introduction of textbooks is an important
looking at how social psychology became the field it is. milestone in the development of a field. In 1908, the
first two books to bear the title Social Psychology were
A brief history of social psychology published, one by the psychologist William McDougall5
and the other by the sociologist Edward Ross.6 In 1924,
It is hard to know what the first social psychology Floyd Allport7 published another early social psychology
experiment was, but consider a few of the earliest ones book. Your own current textbook is another in a long
we know about. Indiana University professor Norman line of social psychology textbooks. It addresses many
Triplett conducted one of the first social psychology of the same issues as those early ones – but of course
experiments in 1897. 3 While examining the cycling it has much more information, thanks to the work of
records for the 1897 season, he noticed that bicycle riders researchers all over the world.
who competed against others performed better than During the early part of the 20th century, many
those who competed against the clock. Triplett proposed thinkers began to consider where human society was
that the presence of another rider releases a competitive going and why it had changed so much. Two world
instinct, which increases ‘nervous energy’ and thereby wars, the rise of communism and fascism, the spread of
enhances individual performance. Triplett tested his automobiles, the rapid changes in sexual behaviour, the
hypothesis by building a ‘competition machine’. He had rise of advertising, popular trends, the population shift
40 children wind up a reel, alternating between working from farms to cities, and shocking economic events such
alone and working parallel to each other. Winding times as the Great Depression all challenged intellectuals to
were faster when children worked side by side than when wonder what were the basic laws of how people relate to
they worked alone. Thus, the mere presence of another each other. They began to toss about various new and big
person enhanced performance on this simple task. ideas, including some that would shape the thinking of
Another early social psychological experiment early social psychologists. One idea was that modern life
was conducted in the 1880s by a French professor of makes people vulnerable to alienation and exploitation
agricultural engineering named Max Ringelmann.4 He by giant social systems. Another idea was that we learn
had men pull on a rope alone and as part of a group, who we are from other people and our interactions with
and he measured the amount of effort exerted by each them. Still another idea was that modern humans act
4 Cha p t e r 1 Th e mission an d th e met hod
The competition machine (pictured above), created by Triplett to test whether the presence of others affects
individual performance, is one of the first social psychology experiments. Triplett found that children wound the
fishing reel faster in the presence of other children than when they were alone. Ringelmann found that people
exert less effort in groups, such as in a tug-of-war, than as individuals.
less on the basis of firm inner moral principles than on World War II stimulated a great deal of research
the basis of following the crowd. in the social sciences, and in social psychology in
Two ideas from this period had a lasting influence on particular. Several factors contributed to this rise in
social psychology. One was Gordon Allport’s observation research. Some involved grand theoretical questions:
in 1954 that attitudes were “the most distinctive and Why did millions of citizens in a modern, civilised
indispensable concept in contemporary American social nation with a long tradition of religion, morality and
psychology” (p. 43).8 The study of attitudes dominated philosophy follow the cruel dictator Adolf Hitler in
social psychology research for decades and is still centrally his policies that included systematic mass murder and
important today (see Chapter 7). (Gordon Allport also violent invasion of neighbouring countries? Other
observed that the study of the self was going to be recognised factors were more practical: Why did soldiers seem to
as increasingly important in the coming years, and on that have so many psychological problems with stress? What
prediction he was also quite correct; see Chapter 3.) exactly motivates soldiers to continue doing their duty
The other key idea was Kurt Lewin’s formula that on modern battlefields where they could be killed at any
behaviour is a function of the person and the situation.9 moment? World War II also caused many researchers to
Thus, if you want to predict whether Vusi will finish leave Europe and migrate to the United States. The influx
his university assignment on time, you need two kinds of influential thinkers (including Kurt Lewin, whom
of information. First, you must know something about we already mentioned) swelled the ranks of American
Vusi: Is he lazy? Does he like the topic of the paper? Is thinkers and helped make the USA a world leader in
he smart enough to get the job done? Is he punctual? social psychology. This European ‘brain drain’ helped
Second, you must know something about his situation: Is social psychology flourish in the USA.
the task hard? Are other people bothering him? Is there In fact, the terrible events during World War II in
a penalty for being late? Is his printer broken? Knowing Nazi Germany were the impetus for the most well-
only one kind of information without the other is an known social psychology studies ever conducted. It was
inadequate basis for predicting what will happen. shortly after Adolf Eichmann (a high-ranking Nazi and
A b ri e f h i s tory of s o cia l p syc hol o g y 5
in terms of learning principles such as reward and
punishment. (Countless studies were conducted
with white laboratory rats in order to establish these
principles.) Behaviourists were opposed to talking
about the mind, thoughts, emotions, or other inner
processes, focusing instead on observable actions that
could be studied experimentally using the scientific
method. The other camp was Freudian psychoanalysis
which preferred elaborate interpretations of individual
experiences (especially from clinical practice) instead
of experimental studies that counted behaviours. Social
psychology was not really compatible with either
camp. Social psychology was more congenial to the
behaviourist camp, in that it favoured experiments and
The Nazis did not have support only in Germany. In South Africa, the scientific method, but it was also sympathetic to
pro-Nazi groups opposed South Africa’s fighting against Germany.
the Freudian camp with its interest in inner states and
The far reach of Nazism and the events of World War II stimulated
a great deal of social psychological research. processes. For a while it sought to steer a middle course.
Eventually (by the 1970s and 1980s), social psychology
found its own way, using scientific approaches to
SS officer) was captured, tried and hanged by an Israeli
measure not only behaviour but also thoughts, feelings
court that Stanley Milgram conducted his studies on
and other inner states.
obedience. During his trial, Eichmann did not dispute
What about the more recent past? Historians are
the facts of the Holocaust but said he was only ‘following
generally uncomfortable writing about recent times
orders’. He testified that he “never did anything, great or
because main themes are easier to see from a distance
small, without obtaining in advance express instructions
than from up close. Still, we can make a few broad
from Adolf Hitler or any of my superiors”. Milgram
statements about the recent history of social psychology.
asked, “Could it be that Eichmann and his million
The study of simple cognitive (mental) processes, such
accomplices in the Holocaust were just following orders?
as attribution theory (attributions are explanations
Could we call them all accomplices?”10 In summarising
people come up with to explain the behaviour of
his findings, Milgram said, “I set up a simple experiment
others), evolved in the 1970s and 1980s into a large and
at Yale University to test how much pain an ordinary
sophisticated study of social cognition (how people
citizen would inflict on another person simply because
think about people and the social world in general). This
he was ordered to by an experimental scientist. Stark
area of interest has continued up to the present.
authority was pitted against the subjects’ strongest moral
Another huge development from the 1990s
imperatives against hurting others, and, with the subjects’
onward was a growing openness to biology. The influx
ears ringing with the screams of the victims, authority
of biology was boosted by evolutionary psychology,
won more often than not.”11 In Chapter 9, we describe
which sought to extend and apply the basic ideas of
Milgram’s original study and subsequent studies in
evolution to understanding human social behaviour.
detail. We point out, however, that although obedience
It g ai n e d f u r t h e r m om e ntu m a s s om e s o c i a l
to malevolent authority is detrimental, obedience to non-
psychologists began to study the brain in order to
malevolent authority is often very beneficial to society
learn how its workings are related to social events.
(e.g., when motorists obey traffic laws).
Today, social neuroscience is an interdisciplinary
Social psychology began to come into its own as a
field of study that investigates how biological systems
field in the 1950s and 1960s. At the time, psychology
influence social thought and behaviour. Sophisticated
was divided between two camps. One camp, known as
instruments allow researchers to directly manipulate
behaviourism, sought to explain human behaviour
(e.g., transcranial direct current stimulation, tDCS)
and measure (e.g., functional Magnetic Resonance
behaviourism theoretical approach that seeks to explain Imaging, fMRI) brain processes.
behaviour in terms of learning principles, without reference to The study of the self has been another central theme
inner states, thoughts or feelings
of social psychology since the 1970s. It is hard to realise
Freudian psychoanalysis theoretical approach that seeks to that in the 1960s people hardly ever used the term
explain behaviour by looking at the deep unconscious forces self-esteem or cared about it. In recent decades, social
inside the person
psychologists have explored many different aspects of
conflict in the world and the main focus of conflict
studies. When the Soviet empire abruptly collapsed in
1989, the study of conflict between groups refocused
on racial and ethnic conflict, which in the USA meant
a sharp rise of interest in prejudice and stereotyping.
Today, the same theories have been applied to
understand stereotyping, prejudice and discrimination
of other stigmatised groups.
What do social psychologists do?

Behavioural psychologists conducted countless studies using
white rats. Social psychology aims for a broad understanding of the
social factors that influence how human beings think,
act and feel. It focuses particularly on normal adult
the self – not only self-esteem but also self-control, self- human beings, though some social psychologists do
concept, and self-presentation. We discuss these topics study children and people who suffer from mild mental
in Chapters 3 and 4. illness (such as depression). Very little of what people do,
The field continues to change and evolve. In the other than those with severe mental illness, is off-limits
1980s, the conflict between the so-called free world to social psychology. Clinical psychologists study people
and communist totalitarian systems was the dominant with severe mental illness.
Social psychology is concerned with the effect
of other people (real or imagined) on our thoughts,
Test yourself feelings and behaviours. These three dimensions or
building blocks of social psychology are known as the
A brief history of social psychology ABC triad (see ● FIGURE 1.1). The A stands for Affect
(pronounced ‘AF-ekt; note that this word is a noun,
1. The earliest social psychological experiments not a verb, which is pronounced ‘e-’fekt) – how people
were conducted in the late 1800s by researchers feel inside. Social psychologists are interested in how
such as Max Ringelmann and Norman Triplett. people feel about themselves (e.g., self-esteem), how
What was the topic of these early studies? they feel about others (e.g., prejudice), and how they
a b c d feel about various issues (e.g., attitudes). The B stands
Aggression Attitude Presence of Prosocial for Behaviour – what people do, their actions. Social
change others on behaviour psychologists are interested in all the various behaviours
individual
B
performance
2. According to Gordon Allport, what was the most
Behaviour
central concept in social psychology?
a b c d
A C
Aggression Altruism Attitudes Attributions
3. According to Kurt Lewin’s formula, behaviour is
a function of what two variables? Affect
Cognition
a b c d
Affect and Appraisals and Attitudes and Person and
cognition attributions beliefs situation
4. In the 1950s and 1960s, psychology was divided
between what two camps?
a b c d ● FIGURE 1.1 Affect, Behaviour and Cognition are the ABCs of
what social psychologists study.
Behaviourist Behaviourist and Cognitive and Cognitive and
and cognitive psychoanalytical comparative psychoanalytical
ABC triad Affect (how people feel inside), Behaviour (what
camps camps camps camps
people do), Cognition (what people think about)
answers: see p. 29
What d o s o cial psyc holo gi s t s d o ? 7
people engage in, such as joining groups, helping others,
hurting others, loving others, working, playing, praying Test yourself
and relaxing. The C stands for Cognition – what people
think about. Social psychologists are interested in what What do social psychologists do?
people think about themselves (e.g., self-concept), what
they think about others (e.g., forming impressions), and 1. Unconscious forces are to reinforcement
what they think about various problems and issues in histories as ___ to ___.
the social world (e.g., protecting the environment). a b c d
Social psychologists study the effects of personal and affect; cognition; behaviourism; psychoanalysis;
situational influences on these ABCs – especially the cognition affect psychoanalysis behaviourism
power of situations. That is, when trying to explain some 2. What research methodology do most social
pattern of behaviour, the first place social psychologists psychologists use?
generally look is to the situation. In this focus, social
a b c d
psychology departed from two powerful traditions in
psychology. Freudian psychoanalysis sought to explain Experimental Longitudinal Quasi- Survey studies
studies studies experimental
behaviour by looking at the deep unconscious forces inside
studies
the person, whereas behaviourist learning theory sought
to explain behaviour by looking at reinforcement histories 3. What are the components of the ABC triad?
(e.g., what behaviours were previously rewarded or a b c d
punished). Social psychology emphasises how people react Affect, Affect, Beliefs, Attitudes, Affect,
to the world around them, and how small changes in their Behaviour, Cognition Beliefs, Behaviour,
immediate circumstances can produce substantial changes Cognition Compliance Conformity
in behaviour. Social psychologists even study the influence
4. What is the primary approach that social
of situational factors that people may not even be aware of.
psychologists use to uncover the truth about
For example, participants in one famous study 12
human social behaviour?
arranged scrambled words to form sentences.
Participants were shown five words and were told to a b c d
choose four of the words to make a sentence. By the flip Reliance on Introspection Rationalism Scientific
of a coin, participants received either words associated authority figures method
with the elderly (e.g., A LET’S KITE FLY OLD, which
answers: see p. 29
can make the sentence LET’S FLY A KITE), or words
not associated with the elderly (e.g., A LET’S KITE FLY
COLOUR, which can make the same sentence LET’S people, such as reading a novel, watching people at the
FLY A KITE). After participants completed the task, the shopping mall, living in a foreign country, or talking
researcher thanked them for participating and told them with friends for hours at a time. All those approaches
that the lift was down the hall. Using a hidden stopwatch, may provide valuable lessons, but the scientific method
the researchers timed how long it took participants to has important advantages over them. In particular, it is
walk to the elevator. Participants who had unscrambled hard to know whether the insights taken from reading
the elderly words took significantly longer to walk a novel or watching people are correct. The scientific
to the elevator than did participants who had method is the most rigorous way of sorting out the valid
unscrambled the neutral words. In contrast, participants lessons from the mistaken ones. We discuss the scientific
in another study 13 who were subliminally exposed to method later in this chapter.
entitlement words (e.g., SPECIAL, SUPERIOR) walked
significantly faster when they left the study than did Social psychology’s place in the world
participants who were subliminally exposed to neutral
Social psychology is related to other social sciences and
words (e.g., WATER, NUMBER), presumably because
to other branches of psychology. Yet it also differs from
they felt like they were very important people who had
them in important ways.
better things to do with their ‘precious’ time.
Social psychology embraces the scientific method.
Most social psychologists conduct experiments, which Social psychology’s place
are careful and systematic ways of testing theories. You in the social sciences
will learn more about how experiments are conducted Social scientists study people and the societies in which
later in this chapter. There are many ways to learn about they live. Social scientists are interested in how people
relate to one another. The various social sciences focus religions and organisations, and work from there. Some
on different aspects of social life. sociologists call themselves social psychologists, and
Anthropology is the study of human culture. Human the exchange of ideas and findings between the two
culture consists of the shared values, beliefs and practices fields has sometimes been quite positive because they
of a group of people, which are passed down from one bring different perspectives to the same problems. For
generation to another. Human beings are not only social example, one social psychology textbook titled Two
animals, but they are also cultural animals. This is one of Social Psychologies: An Integrative Approach tried to
the central themes of this book (see Chapter 2). Social integrate sociological and psychological perspectives of
psychologists cannot understand human behaviour fully human behaviour.15
unless they understand the cultural context in which
that behaviour occurs. Social psychology’s place within psychology
E conomics is the study of the production, Psychology is the study of human behaviour. Psychology
distribution and consumption of goods and services. is like a big tree that contains many branches. Social
Social psychologists are very interested in these topics. psychology is just one of those branches, but it is
In fact, some social psychological theories are based on intertwined with some of the other branches (see
economic principles. For example, social exchange theory TABLE 1.1).
predicts commitment to relationships by considering People are biological creatures, and everything
factors such as the costs, rewards, investments and the that people think, do or feel involves some bodily
number of alternatives available. Economics also calls processes such as brain activity or hormones. Biological
our attention to large social systems (such as the labour psychology or physiological psychology and (more
market or money system) and to how these systems recently) neuroscience have focused on learning about
shape human behaviour. Again, a full understanding of what happens in the brain, nervous system and other
human behaviour requires appreciating not just what aspects of the body. Until recently, this work had little
goes on inside one person’s head and what is happening contact with social psychology, but during the 1990s (the
in his or her immediate environment at the time, but ‘Decade of the Brain’) many social psychologists began
also how the person’s behaviour fits into the larger social looking into the biological aspects of social behaviour,
system. and that interest has continued into the 21st century.
History is the study of past events. For humans Social neuroscience and social psychophysiology are
to progress, they should understand past events and now thriving fields.
learn from them. As Spanish philosopher George Clinical psycholog y focuses on ‘abnormal’
Santayana said, “Those who cannot remember the behaviour, whereas social psychology focuses on ‘normal’
past are condemned to repeat it”. 14 Society progresses behaviour. Social psychological theory sheds a great
when members can avoid repeating the same mistakes deal of light on so-called normal behaviour. Although
others have made. Social psychologists sometimes
debate whether the behaviours they study have changed
historically, but until recently little interaction has
anthropology the study of human culture – the shared values,
occurred between social psychologists and historians.
beliefs and practices of a group of people
Politi c a l s ci ence is t he stu dy of p ol it i c a l
organisations and institutions, especially governments. economics the study of the production, distribution and
consumption of goods and services, and the study of money
Social psychologists conduct research on political
behaviour. They study political issues such as voting, history the study of past events
party identification, liberal versus conservative views political science the study of political organisations and
and political advertising. Political leaders can have a institutions, especially governments
tremendous influence on the people they govern. Social sociology the study of human societies and the groups that form
psychologists are also interested in what makes some those societies
people better leaders than others (see Chapter 14).
psychology the study of human behaviour
Sociology is the study of human societies and
the groups that form those societies. Although both biological psychology (physiological psychology, neuroscience)
sociologists and social psychologists are interested in the study of what happens in the brain, nervous system and other
aspects of the body
how people behave in societies and groups, they differ
in what they focus on. Psychologists tend to start clinical psychology branch of psychology that focuses on
from inside the individual and work outward, whereas behaviour disorders and other forms of mental illness, and how
to treat them
sociologists start with large units such as countries,
S o cial psychol o gy ’s pl ac e i n t he worl d 9
Table 1.1 Descriptions of psychology subdisciplines
Psychology subdiscipline Description
Biological psychology Biological psychologists focus on what happens in the brain, nervous system and other
aspects of the body.
Clinical psychology Clinical psychologists focus on ‘abnormal’ behaviour.
Cognitive psychology Cognitive psychologists focus on thought processes, such as how memory works and
what people notice.
Developmental psychology Developmental psychologists study how people change across their lives, from
conception and birth to old age and death.
Personality psychology Personality psychologists focus on important differences between individuals, as well as
inner processes.
Social psychology Social psychologists focus on how human beings think, act and feel. Thoughts, actions
and feelings are a joint function of personal and situational influences.
abnormal and clinical cases may seem different, in fact to the research on child development to see how these
social and clinical psychology have had a long tradition patterns get started.
of exchanging ideas and stimulating insights into each Personality psychology focuses on important
other’s fields. In particular, clinical psychologists have differences between individuals, as well as inner processes.
made good use of social psychological theories. For example, some people are introverted and avoid social
Cognitive psychology is the basic study of thought contact, whereas other people are extroverted and crave
processes, such as how memory works and what events social contact. Social and personality psychology have had
people notice. In recent decades, social psychology has
borrowed heavily from cognitive psychology, especially
by using their methods for measuring cognitive Test yourself
processes (e.g., reaction times to various stimuli). Under
the rubric of ‘social cognition’, social psychologists
study how people think about their social lives, such as
Social psychology’s place in the world
thinking about other people or solving problems in their
1. A social psychologist is usually interested in
world. Conversely, however, cognitive psychology has
studying the ___.
not borrowed much from social psychology except the
occasional theory. a b c d
Developmental psychology is the study of how people community group individual institution
change across their lives, from conception and birth 2. Social psychology has most heavily borrowed
to old age and death. In practice, most developmental methodological tools from what other
psychologists study children. Developmental psychology psychology branch?
has borrowed much from social psychology and built on a b c d
it, such as by studying at what age children begin to show Cognitive Clinical Counselling Developmental
various patterns of social behaviour. Developmental
3. A researcher is interested in studying how the
psychology also has often borrowed social psychology
annual divorce rate changes as a function of the
theories. Until now, social psychology has not taken
unemployment rate. This researcher is probably
much from developmental psychology, though this
a(n) ___.
may be changing. Social psychologists interested in
self-regulation, emotion, gender differences, helping a b c d
behaviour and antisocial behaviour sometimes look anthropologist political psychologist sociologist
scientist
4. ‘Abnormal’ behaviour is to ‘normal’ behaviour
cognitive psychology the study of thought processes, such as how
memory works and what people notice as ___ psychology is to ___ psychology.
developmental psychology the study of how people change a b c d
across their lives, from conception and birth to old age and death biological; clinical; clinical; social personality;
cognitive cognitive social
personality psychology the branch of psychology that focuses on
important differences between individuals
answers: see p. 29
10 Cha p t er 1 Th e mission an d th e met hod
a long and close relationship,16 as reflected in the titles of Jones was able to make it his life’s work. Jones thought
four of the top scientific journals in the field: Journal of that understanding people was an end in itself and did
Personality and Social Psychology, Personality and Social not need to be justified on other grounds (such as making
Psychology Bulletin, Personality and Social Psychology money, though as a successful professor he earned a
Review and Social Psychological and Personality Science. The comfortable living). Only careful scientific research, like
relationship between personality and social psychology has that practiced by social psychologists, can ultimately lead
been sometimes complementary (personality psychologists to a more reliable and valid understanding of people.
looked inside the person, whereas social psychologists (Reliability and validity have precise scientific meanings,
looked outside at the situation) and sometimes competitive which will be covered later in this chapter.)
(is it more important to understand the person or the We think curiosity about people is still an excellent
situation?). In recent years, the line between these two reason for studying social psychology. Social psychology
fields has become blurred, as social psychologists have can teach you a great deal about how to understand
come to recognise the importance of inner processes and people. If this book does not help you to understand
personality psychologists have come to recognise the people significantly better, then either you or we (or
importance of circumstances and situations. both) have failed. But more likely you will be able to see
Of course, we did not cover all branches of psychology your fellow human beings in a new light once you have
(e.g., community psychology, counselling psychology, finished this book and course.
educational psychology, environmental psychology,
forensic psychology, health psychology, industrial/ Experimental philosophy
organisation [I/O] psychology, media psychology). Our Philosophy (from the Greek philo-sophia) means ‘love of
list is by no means exhaustive, but it should give you a feel wisdom’. Over the centuries philosophers have thought
for how social psychology differs from some other main deeply about many of the most interesting and profound
branches of psychology in the tree we call ‘psychology’. questions in the world. Most fields of study, including
psychology, were originally part of philosophy. Psychology
Why people study social psychology separated itself from philosophy around 1900, which in
the context of Western civilisation is pretty recent.
Curiosity about people
Psychology addresses many questions that relate to
Some social events make you wonder why people act the love of wisdom and that also interest philosophers:
the way they do. For example, why does the man usually Why are human beings sometimes cruel to each other?
pay for the date even when the woman also earns money What is knowledge, and where does it come from? Is
and could pay her own way? Why do so many people altruism (selflessly helping others) truly possible, or are
fail to vote in elections yet still complain about the helpers merely trying to feel better about themselves?
government? Why are actors and celebrities so admired What is virtue? Why do people so often give in to
when their success depends mainly on saying words temptation? What is the nature of the self and identity?
that other people write for them and pretending to have What separates philosophy from psychology is
emotions they do not really have? Why did the president psychology’s heavy reliance on the scientific method.
of Kenya tell everyone in his country to abstain from sex Philosophers deal with problems by thinking carefully and
for two years (and do you think people obeyed him)? systematically about them; psychologists address the same
Why do the French live longer than people in just about problems by systematically collecting data. Psychology,
any other country but also report much lower average including social psychology, thus offers a marvellous
happiness in life? Why do many people spend more than opportunity to combine an interest in profound questions
they earn? Why do people sheepishly follow fashion with the scientific method of seeking answers.
trends?
One of the most highly respected and influential Making the world better
social psychologists, Edward E. Jones, was once asked
how he could justify spending his entire life studying Many social psychologists (and social scientists) are
social psychology, even though his research did not motivated by a wish to make the world a better place.
translate directly into plans for how to cure human They come to this field because they are troubled by
suffering or make lots of money. He looked at his injustice, violence, pollution, poverty, or the sufferings
questioner with genuine puzzlement and explained that
he, and presumably everyone else, had a ‘basic curiosity philosophy ‘love of wisdom’; the pursuit of knowledge about
fundamental matters such as life, death, meaning, reality and
about people’. For most people, this curiosity is merely a
truth
personal interest, but by becoming a social psychologist,
Wh y pe opl e s t u dy s o c ia l p syc hol o g y 11
Social scientists disagree among themselves as to
the nature of many problems and the desired solutions,
but most share a belief that better knowledge will in the
long run enable society to deal with its problems more
effectively. If a government passes new laws and makes
new policies based on wrong information, those laws
and policies are not likely to bring about the desired
effects. That is why scientific research is so important,
and not just to the field of psychology.
The desire to fix particular problems causes some
social scientists to focus their study on the specific
problem, such as the plight of teen mothers, or why
people don’t wear seat belts, or how to get people to use
less power and water. These scholars conduct what is
called applied research because the research is applied
to a specific problem. There are specific journals in
social psychology that focus on applied research, such
as the Journal of Applied Social Psychology. Others,
however, try to advance the cause of knowledge
generally, in the hope that creating a solid knowledge
base will eventually result in a general understanding
of basic principles that can be applied to many different
problems. These scholars conduct what is called basic
research. When Kurt Lewin, one of the founding fathers
of social psychology, was asked whether his research had
sufficient practical value, he answered, “There is nothing
as practical as a good theory”.17
A passion to make the world a better place is a fine
reason to study social psychology. Sometimes, however,
researchers let their ideals or their political beliefs cloud
With almost every decision there are trade-offs. Coal mines, such their judgement, such as in how they interpret their
as those in Mpumalanga, provide coal for energy, but they can
also lead to environmental pollution, kill wildlife and destroy their research findings. Social psychology can only be a science
habitats, and make natural areas less pristine. if it puts the pursuit of truth above all other goals. When
researchers focus on a topic that is politically charged,
such as race relations or whether divorce is bad for
of some group. They want to understand the causes
children, it is important to be extra careful in making sure
of these problems and perhaps begin to find ways of
that all views (perhaps especially disagreeable ones, or
fixing them.
ones that go against established prejudices) are considered
Hardly anyone thinks our society is perfect.
and that the conclusions from research are truly justified.
Changing it is often a tricky business, however, because
many so-called remedies do not work, and sometimes
the steps one takes to fix one problem end up creating Social psychology is fun!
a new or different problem. For example, coal mining Another reason to study social psychology is that it is
can increase energy supplies, but it can also lead to fun. Not only do social psychologists get to spend their
environmental pollution and make natural areas less working lives dealing with many of the most fascinating
beautiful. questions that occupy other people in their free time, but
the process is also enjoyable.
To be good at social psychology, especially once you
reach the stage of conducting research, it is helpful to be
applied research research that focuses on solving particular
practical problems
creative. The questions are exciting, but the challenge
of testing them scientifically is often difficult. Social
basic research research that focuses on a general understanding psychologists constantly try to come up with new and
of basic principles that can be applied to many different problems
clever ways to test their ideas.
do not attract, but birds of a feather do flock together
Test yourself (see Chapter 11). People were offering proverbs long
before your grandma’s time. The problem with so-called
Why people study social psychology common wisdom or common sense is that it allows us to
happily and effortlessly judge proverbs as being true and,
1. Who said that he spent his entire life studying at the same time, judge their opposites as being true. For
social psychology because he had a ‘basic example, research participants rated the following actual
curiosity about people’? adages and their opposites as equally true.19
a b c d ●● ‘Fear is stronger than love.’ AND ‘Love is stronger than
Floyd Allport Edward E. Kurt Lewin Norman fear.’
Jones Triplett ●● ‘He that is fallen cannot help him who is down.’ AND
2. What term when translated means ‘love of ‘He that is down cannot help him who is fallen.’
wisdom’? ●● ‘Wise men make proverbs and fools repeat them.’ AND
a b c d ‘Fools make proverbs and wise men repeat them.’

History Philosophy Psychology Sociology Thus, human intuition is a poor method for
3. What is the main factor that separates discovering truth.
philosophy from psychology? Common wisdom is probably right more often than
a b c d it is wrong, but that is not good enough for science. In
The length The types The methods All of the the long run, science can find the right answers to almost
of time the of problems used to study above everything that can be measured in a reliable and valid
disciplines studied problems manner. (In the short run, scientists have to be content
have been with slowly making progress toward the truth, such as
around replacing a partly right and partly wrong theory with
4. Which of the following researchers would be another theory that is still partly wrong but a little more
classified as a ‘basic researcher’? right.) So, social psychologists do not rely too heavily
a b c d
on common sense or accumulated wisdom. If anything,
they have often had to justify their scientific studies by
Dr Trash Dr Conflict Dr Brain Comparative
studies why studies studies and finding patterns that go against common sense. At most,
people litter. aggression memory psychoanalytical common sense provides a good starting point for social
between processes. camps. psychologists to do their work. They can take ideas that
siblings. everyone assumes to be true and find out which ones
really are true, as opposed to which ones are always false.
answers: see p. 29 As for those that are sometimes true and sometimes false,
social psychologists can study what factors determine
when they are true and when they are false. For example,
How do social psychologists answer their under which circumstances does absence make the heart
own questions? grow fonder, and which circumstances cause people to
Accumulated common wisdom forget about their absent friends or lovers and refocus on
the other people?
It turns out that world knowledge, or accumulated
common wisdom, is loaded with social psychological Overview of the scientific method
‘truths’. Consider these English proverbs that your
Most people think that science is chemistry or biology
grandmother might have taught you:18
or physics. Science is, however, a method for discovering
●● ‘Idle hands are the devil’s workshop.’ truth, not a discipline. So what constitutes the scientific
●● ‘Absence makes the heart grow fonder.’ method? What steps does it involve? The scientific
●● ‘Birds of a feather flock together.’ method involves five basic steps:
●● ‘Opposites attract.’
●● ‘Out of sight, out of mind.’

●● The researcher states a problem for study.
●● The researcher formulates a testable hypothesis as
Note that some of these proverbs contradict each a tentative solution to the problem. The Cambridge
other! For example, how can ‘birds of a feather flock Dictionary defines a hypothesis as ‘an idea or
together’ and ‘opposites attract’? Opposites actually explanation for something that is based on known
How d o s o cial psychol o gi s t s ans w e r t h e i r own qu es t ion s ? 13
facts but has not yet been proved’. Lay people often and not just a random fluke. Thus, only 5% of research
define a hypothesis as an ‘educated guess’. But scientists conclusions should be ‘flukes’. Moreover, the pressures
aren’t just ‘good guessers’. Hypotheses are generally to replicate studies will sharply reduce the number and
derived from theories. For example, one hypothesis is proportion of such false, invalid conclusions.
that playing violent video games increases aggressive ●● The researcher reports the study results to the scientific
behaviour. community. The researcher submits a manuscript

●● The researcher designs a study to test the hypothesis describing what exactly was done and what was
and collects data. Anyone following the same data found to the editor of a scientific journal. The editor
collection process should be able to get similar results then selects a few experts (usually 2–5) in the area to
if they want to replicate the study. review the article. The editor reads the manuscript
●● A test is made of the hypothesis by confronting it with independently, reads the reviewers’ comments, and
the data. Statistical methods are used to test whether then decides whether or not to accept the manuscript
the data are consistent or inconsistent with the for publication. Only about 10%–20% of submitted
hypothesis. No single study can prove anything beyond manuscripts to the best social psychology journals are
all doubt. There is always the possibility that the data accepted. These high standards help ensure that only
turned out a certain way as a fluke, by random chance. the best research is published in social psychology
Usually researchers test their hypotheses at the .05 (or journals. Once an article is published, it is in the public
5%) significance level. If the test is significant at this domain. If other social psychologists don’t believe the
level, it means that researchers are 95% confident that results, they can replicate the study themselves to see if
the results from their studies indicate a real difference they obtain similar results. Food for thought illustrates
the various steps of the scientific method.
theories unobservable constructs that are linked together in some
logical way Scientific theories
hypothesis an idea about the possible nature of reality; a
Social psychologists are not content to know what people
prediction tested in an experiment do; they also want to know why they do it. That is why
psychologists derive their hypotheses from theories.
within-subjects design participants are exposed to all levels of
the independent variable
Theories are composed of constructs (abstract ideas
or concepts) that are linked together in a logical way.
between-subjects design participants are exposed to only one They are called constructs because the researcher must
level of the independent variable
construct them or build them up by specifying their
Food for Thought He prepared a number of samples Rennard wrote up exactly what
of chicken soup and fed them to he did and what he found in a formal
participants. article (he even provided the recipe
Does chicken soup Neutrophil counts were recorded for the chicken soup) and submitted
reduce cold symptoms? before and after participants ate the
soup. The dependent variable was
it to the editor of the scientific journal
Chest. The editor sent the article to
neutrophil counts. The independent experts in the area for peer review.
variable had two levels: before versus After reading the article and the peer
Dr Stephen Rennard, a professor of after eating chicken soup. Researchers reviews, the editor decided that
medicine, and his colleagues applied call this a within-subjects design the study was good enough to be
the scientific method to the age-old because participants are exposed to published. The article, titled ‘Chicken
observation that chicken soup makes all levels of the independent variable. Soup Inhibits Neutrophil Chemotaxis
people with colds feel better. Rennard In a between-subjects design the In Vitro,’ is in the scientific journal
wondered if something in chicken soup researcher would have flipped a coin Chest, Volume 118 (2000), pages
might reduce the upper respiratory to determine who ate chicken soup 1150–1157. You (or anyone) can look
inflammation that makes people with and who did not. By carefully recording it up. If you think the conclusion was
colds feel miserable. This was his these observations, he collected data. mistaken, you are welcome to
hypothesis. Rennard designed a study As hypothesised, Rennard found conduct a further experiment to
to test the effect of chicken soup on that chicken soup reduced neutrophil show why.
white blood cells called neutrophils, the counts. People were less congested
immune cells that cause congestion. after eating chicken soup than before.
difference variables, such as gender, age, intelligence,
Theoretical Theoretical ability, personality and attitudes, can be measured but
stimulus response
cannot be manipulated. For example, a researcher cannot
manipulate whether participants will be male or female
Operational
definitions
or whether they will be high or low in intelligence.
Participants arrive for the experiment already possessing
these attributes. A researcher can only draw cause–
Independent Dependent
variable variable effect conclusions about the true independent variables
that were manipulated in the experiment. This is
important: we cannot ever really know that intelligence
● FIGURE 1.2 Representation of a theoretical model. or gender causes a particular outcome because only
Unobservable constructs are represented as dashed boxes on the top experimentation can establish causality, and those
level. Observable variables are in solid boxes on the bottom level.
variables cannot be manipulated in an experiment. Still,
we can learn a great deal about what typically correlates
dimensions.20 For example, the construct of ‘aggression’ with gender or intelligence.
may have multiple dimensions such as physical versus The dependent variable is any observable behaviour
verbal, direct versus indirect, passive versus active. 21 A a person produces. It is ‘dependent’ in the sense that
theory is more than a hunch – it explains why something the researcher assumes that its values depend upon the
is expected to occur. values of the independent variable. In a study of the effect
Because constructs cannot be observed directly, the of alcoholic versus non-alcoholic beer on aggression,
researcher connects them with concrete, observable for example, aggression is the dependent variable. (The
variables using operational definitions. ● FIGURE 1.2 alcoholic versus non-alcoholic beer is the independent
illustrates the relationship between unobservable variable.) A researcher could use different measures of
constructs (in dashed boxes) and observable variables aggression (e.g., hostile verbal insults or physical acts
(in solid boxes). For example, one early theory proposed such as hitting, kicking or choking someone).
that frustration causes aggression.22 Frustration was R e s e arc h e r s mu s t at s om e p oi nt t i e t h e i r
defined as blocking someone from achieving a goal. unobservable constructs to concrete representations
Aggression was defined as intentionally harming of those constructs. This is accomplished by using
another person. operational definitions. An operational definition
In science, a theory is not just a guess. It’s a well- classifies theoretical constructs in terms of observable
substantiated, well-supported, well-documented operations, procedures and measurements. The
explanation for observations. For example, just because more abstract the construct, the more difficult it is to
it’s called the ‘theory of gravity’ doesn’t mean that it is operationally define.
just a guess. The theory of gravity is based on principles An example will help illustrate these abstract
in physics, has been tested many times, and has been concepts. In a study23 that tested frustration–aggression
supported by many observations. Likewise, social theory, participants were waiting in long lines at various
psychological theories are not just guesses or hunches shops, banks, restaurants, ticket windows and airport
about human behaviour. passenger check-in stands, when a confederate crowded
The independent variable is any observable event in front of them in the queue. They didn’t even realise
that causes the person to do something. It is independent they were in a study. (A confederate is somebody who
in the sense that its values are created by the researcher is secretly working for the researcher.) By the flip of a
and are not affected by anything else that happens in the coin, the confederate crowded in front of the 2nd person
experiment. In other words, the independent variable is
independent of the participant’s control. It is a variable
because it has at least two levels, categories, types or independent variable the variable manipulated by the researcher
groups (e.g., frustration and a non-frustrated condition). that is assumed to lead to changes in the dependent variable
Manipulated independent variables are different dependent variable the variable in a study that represents the
from measured variables, such as measurements of result of the events and processes
naturally occurring differences among persons, in operational definitions observable operations, procedures and
one very important way. Social psychologists have measurements that are based on the independent and dependent
variables
long recognised that behaviour is a function of both
situational and individual difference factors. Situational confederate a research assistant pretending to be another
participant in a study
factors can be manipulated in experiments. Individual
Frustration Aggression
Operational
definitions
Low frustration: 0 = no response

Crowd in front of 1 = somewhat
12th person in line aggressive response
High frustration: (e.g., ‘Watch it!’)
Crowd in front of 2 = very aggressive
2nd person in line response (e.g., push)
Standing in a queue is generally frustrating. Having someone push

● FIGURE 1.3 Theoretical stimulus, theoretical response,
in in front of you is even more so, particularly if you are closer to
independent variable and dependent variable for the study on crowding
the front of the queue.
in a queue that was used to test frustration-aggression theory.23
in the queue or in front of the 12th person in the queue. validity of the cause means that the independent variable
According to frustration–aggression theory, events are is a valid representation of the theoretical stimulus.
more frustrating if you are close to the goal (e.g., 2nd Construct validity of the effect means that the dependent
person in the queue) than if you are far from the goal variable is a valid representation of the theoretical response.
(e.g., 12th person in the queue). It is especially frustrating Consider our example in Figure 1.3. Is crowding in front
if you can ‘almost taste it’, but someone gets in your way. of someone in a queue a valid way to define ‘frustration’?
The confederate then recorded the participant’s reaction. If so, the construct validity of the cause is high. Is pushing
No response was coded 0; a somewhat aggressive someone a valid way to define ‘aggression’? If so, the
response was coded 1 (e.g., participant tells confederate construct validity of the effect is high.
‘Watch it!’); and a very aggressive response was coded 2 For a theory to be scientific, it must be testable. To
(e.g., participant pushes confederate). The results test a theory, one must be able to define its theoretical
showed that participants 2nd in the queue responded constructs operationally. If the theoretical constructs
more aggressively to the confederate who crowded in cannot be operationally defined, the theory is beyond
front of them than did participants 12th in the queue, the realm of science. It might fall within the realm of
which is consistent with frustration–aggression theory. philosophy or religion instead.
● FIGURE 1.3 contains the theoretical stimulus,
theoretical response, independent variable, and Research design
dependent variable for this study. Social psychologists use both experimental and non-
Other factors can influence how aggressive people experimental studies. In this section we describe both
become when someone crowds in front of them in a types of studies.
queue. For example, participants in a similar study were
more aggressive if the confederate who crowded in front Experimental studies
of them wore a shirt that said ‘Drop dead,’ and they were Most social psychologists favour experimental studies
less aggressive if the confederate used a crutch or said: over non-experimental studies, partly because a
‘Please, I’m in a hurry’.24 well-designed experiment can show causality. An
If the operational definitions of the constructs are valid, experiment has two essential features. First, the
the study is said to have construct validity.25 Construct researcher has control over the procedures. The
researcher manipulates the independent variable
construct validity of the cause extent to which the independent and holds all other variables constant. All those who
variable is a valid representation of the theoretical stimulus
participate in an experiment are treated the same,
construct validity of the effect extent to which the dependent except for the level of the independent variable they
variable is a valid representation of the theoretical response
are exposed to. By exercising control, the researcher
experiment a study in which the researcher manipulates an tries to make sure that any differences observed on the
independent variable and randomly assigns people to groups dependent variable were caused by the independent
(levels of the independent variable)
variable and not by other factors.
Test yourself
How do social psychologists answer their own questions?
1. A testable prediction about the conditions under which an event will occur is called a ___.
a b c d
construct hypothesis theory variable
2. Which of the following is an operational definition of racial prejudice?
a b c d
A negative attitude toward The number of negative traits The tendency to believe that All of the above could be
individuals based on their the person selects from a list of people of a particular race are operational definitions of
membership of a particular race. traits when doing the list for his less deserving than are people prejudice.
or her own race versus another of another race.
race.
3. With random assignment, each participant ___.
a b c d
is exposed to all levels of the is exposed to all levels of the has an equal chance of being has an equal chance of being
dependent variable independent variable exposed to each level of the exposed to each level of the
dependent variable independent variable
4. Which of the following correlations shows the strongest relationship between the variables?
a b c d
The correlation between alcohol The correlation between The correlation between time The correlation between
consumption and traffic deaths height and IQ is r = 0. spent partying and marks among watching media violence and
is r = .36. university students is r = –.80. aggression is r = .20.
answers: see p. 29
Second, participants are randomly assigned to the variable is manipulated, these differences should be due
levels of the independent variable. A different group to the independent variable rather than to any initial,
experiences each level of the independent variable. If the pre-existing differences between participants.
independent variable has two levels (e.g., experimental Some social psychology experiments involve deception.
group versus control group), the researcher can flip a See the Trade-offs box for a discussion of the trade-off
coin to assign participants to groups. If the independent between potential harm to participants and potential gain
variable has more than two groups, the researcher to society that comes from scientific knowledge.
can draw a number from a hat or roll a die to assign If a researcher can manipulate an independent
participants to groups. Random assignment means variable but cannot use random assignment, the study
that each participant has an equal chance of being in is called a quasi-experiment. In a quasi-experiment, the
each group. By randomly assigning participants to researcher ‘takes people as they are’. Researchers often use
groups, the researcher attempts to ensure no initial pre-existing groups (e.g., classrooms or athletic clubs)
differences between groups. Random assignment is the because random assignment is not possible. For example,
great equaliser, especially if the study includes a large if you wanted to learn about marriage, you would ideally
number of participants. Think about flipping a coin 20 like to assign people randomly to be married or single
times versus 200 times. Getting 20 heads in 20 flips is (and whom to marry), but this is clearly not feasible!
much more likely than getting 200 heads in 200 flips.
If participants are randomly assigned to groups, the
participants in one group should be no different – no random assignment procedure whereby each study participant
has an equal chance of being in each treatment group
smarter, no taller, no more liberal or conservative, no
more bad-tempered, no more eager for love – than the quasi-experiment a type of study in which the researcher can
participants in another group. If differences between manipulate an independent variable but cannot randomly assign
participants to conditions
groups of participants do appear after the independent
Research ethics the micturition duration (the in a stall and recorded measurements
time between the onset and using a periscopic prism embedded
completion of urination). As you in a stack of books lying on the floor.
The following research can see in ● FIGURE 1.4 men The participant’s face was not visible,
example illustrates the trade- had trouble urinating when but his penis was. Participants were
off between the potential
harm research can have on trade their space was invaded – it
took them longer to begin
forced to use the leftmost urinal (next
to the stall) under one of three levels
Offs
participants and the potential urinating, and they spent less of interpersonal distance that were
benefits research can have on time doing it. randomly determined. In the close
society. The research group distance condition (41–46 cm), a
For men visiting public followed up this correlational confederate stood at the middle urinal,
toilets, proper etiquette is to study with a field experiment. and a ‘Don’t use, washing urinal’ sign
leave at least one empty urinal Participants were 60 men using accompanied by a bucket of water and
between them and the next guy. a public toilet that contained a sponge was placed on the rightmost
If the urinals are not all being two toilet stalls next to three urinal. In the moderate distance
used, it seems a violation of urinals. The men had no idea they condition (132–137 cm), a confederate
personal space to use an adjacent were in a study. An observer sat stood at the rightmost urinal, and the
urinal, which may increase stress
levels. As one group of researchers 34
8.0
noted, ‘At the onset of micturition
Micturition delay
[the act of urination], the detrusor 32
Micturition persistence
muscles of the bladder contract,
7.5
increasing intravesical pressure and 30
forcing urine out of the bladder. At the
Micturition persistence
same time, the two sphincters of the
Micturition delay
28
urethra relax, particularly the external 7.0
sphincter, allowing urine to flow. Social 26
stressors appear to affect both these
mechanisms of micturition’ (p. 542).26 6.5
24
This research group conducted
two studies to test their hypothesis. 22
In both studies, the laboratory was 6.0
actually a lavatory and the participants 20
did not know they were in a study.
In the first study, 48 male university 5.5 18
students entered a public toilet that 1 2 3 or more
contained two banks of five urinals.
The researcher, who was at a sink Space between urinals
pretending to groom himself, recorded
● FIGURE 1.4 Effects of personal space (number of urinals
the selected urinal and the placement between men) on micturition delay (the time between when a
of the next nearest user. He also participant unzips his fly and when urination began) and micturition
timed the micturition delay (the time persistence (the time between the onset and completion of
between when a participant unzipped urination).
his fly and when urination began) and Source: Middlemist et al. (1976).
So you rely on comparing people who are already certain that the independent variable (X) caused differences
married with those who happen to be single. in the dependent variable (Y). Note that one cannot
Suppose that a researcher is interested in determining conclude that Y caused X in an experiment. We know
whether a relationship exists between two variables, say what caused X, and it wasn’t Y. The researcher caused X,
X and Y. For example, a researcher might be interested because the researcher manipulated X. Thus, we know that
in the relationship between feeling happy (X) and X preceded Y in time. Because Y came after X, Y could not
spending money (Y). When two variables are related in cause X. In an experiment it is also unlikely that some other
a systematic manner, three possible explanations for the variable (Z) caused both X and Y. The researcher controlled
relationship are possible: (a) X caused Y; (b) Y caused X; many other variables by treating groups of participants
(c) some other variable (e.g., Z) caused both X and Y. identically. Random assignment is used to spread out the
The two essential features of an experiment (control effect of other variables that cannot be controlled (e.g., the
and random assignment) allow the researcher to be fairly mood participants are in, their personalities).
bucket and sign were placed in the research in all their departments – want to help the researcher out by
middle urinal. In the control condition, especially those that use humans as confirming the hypothesis. Other
no confederate was present in the participants. The purpose of such codes participants want to do the opposite
lavatory and both the middle and right is to ensure that researchers respect and disprove the researcher’s
urinals had signs on them with the the dignity and rights of participants hypothesis.
water bucket in between them. The as well as everyone else involved in To reduce demand characteristics,
results replicated the first study. the research, that human well-being is researchers sometimes give
Are studies like this ethical? For promoted by the research, that trust is participants false information about
example, the men in the second study engendered in people with regard to the purpose of the study. These
had no idea that an observer could the execution of scientific activity, and so-called deception studies must
see their penis (but not their face) in that appropriate ethical decision making include a debriefing at the end where
a periscope and was measuring how is promoted. Every university also has participants are given a full description
quickly and how long they urinated. ethics committees that ensure that of the purpose of the study, including
Then again, do you think the men were the university’s ethical code is strictly revealing any deception that was
harmed in any way, other than possibly applied in all instances of research involved. One might think participants
having spending a few extra seconds pursued. would be angered after learning they
standing at the toilet? And meanwhile, Almost all studies require have been deceived. In actuality,
how much do those data contribute to researchers to give participants they usually understand the need for
advancing scientific knowledge? a consent form. This means that deception and actually enjoy studies
Psychologists weren’t the only participants must be given enough that use deception more than studies
ones conducting possibly unethical information about the study that employ no deception, mainly
research. After the Tuskegee syphilis procedures, including any potential because they think the deception
study, in which medical doctors from harm they (or others) might experience, studies are more interesting to
the US Public Health Service studied so they can decide whether they want participate in.28
the natural progression of untreated to participate. Willingness to participate For a researcher to use deception,
syphilis in rural African American men is indicated by the participant’s he or she must demonstrate that the
who thought they were receiving free signature on the consent form. potential scientific gains outweigh any
health care from the U.S. government However, even if a participant signs a potential costs to participants. This is
from 1932 to 1972, the US Congress consent form, he or she can withdraw the big trade-off in social psychology
passed the National Research Act consent and discontinue participation at studies that employ deception. There
in 1974. This act created ways to any time. No researcher can force any are other trade-offs as well. Some
oversee and regulate the use of participant to remain in a study. Neither researchers argue that the ethical
human participants in research studies. the Tuskegee study nor the urinal study constraints are far too conservative
It required that all federally funded would receive approval to be conducted and therefore limit the importance
studies must first receive Institutional today. of the types of experiments that
Review Board (IRB) approval. Today It is natural for research participants can be conducted. Thus, there is a
both funded and unfunded studies to try to figure out what a study trade-off between potential harm
conducted at universities must first is about. They want to know what to participants and potential gains
obtain IRB approval. The IRB committee the researcher’s hypothesis is. Any to society that can develop by
makes sure the research being cues that convey the hypothesis conducting important, high impact
conducted is ethical. to participants are called demand research. Indeed, many important
Similarly, all South African characteristics,27 and they can have a social psychological studies from the
universities have strict ethical significant effect on how participants past probably would not be granted
guidelines that govern and control behave. For example, some participants approval today.
A study is said to have internal validity if the independent variable caused changes in the dependent
researcher can be relatively confident that changes in the variable. 29 Internal validity is usually very high in
experimental studies.
consent form a document that participants receive before a study
deception studies research studies that withhold information
begins; the form contains enough information about the study
from participants or intentionally mislead them about the
procedures, including any potential harm they (or others) might
purpose of the study
experience, so participants can decide if they want to participate
debriefing an oral or written statement participants receive at
demand characteristics any clues in a study that suggest to
the end of a psychological study; it serves two main purposes:
participants what the researcher’s hypothesis is
(1) to fully inform participants about the study and answer any
internal validity the extent to which changes in the independent questions they have, and (2) to reduce or eliminate any stress or
variable caused changes in the dependent variable harm the participant experienced by being in the study
Consider the violent video game example again. In a Violent
true experiment, the researcher doesn’t ask participants No Yes
if they would rather play a violent or a non-violent video
game. If the researcher let people choose what video Control
No
group
game they wanted to play, people choosing the violent
Frustrating
game might be very different from those choosing the
non-violent game. For example, people choosing the
violent game might be more aggressive, less intelligent, Experimental
Yes
or less socially skilled to begin with. That is why the group
researcher flips a coin to determine what video game

(a)
participants play. That way, the two groups should be
similar before they play the game. If the researcher flips Violent
a coin to determine what game participants are assigned No Yes
to play, it is very unlikely that all the aggressive people

will end up playing the violent game, especially if the Control
No
group
experiment involves a large number of participants.
Exciting
Suppose there are 200 participants in the experiment
(100 in each group). There should be a 50/50 chance
of an aggressive person playing a violent game. Think Experimental
Yes
group
about flipping a coin 200 times. On average, you should
get about 100 heads. It would be very unlikely to get 200
(b)
heads in a row, or even 150 heads out of 200 flips. Rare
events are much less common when sample sizes are ● FIGURE 1.5 When two variables are confounded, their
individual effects are mixed together and cannot be separated. (a)
large. That is why researchers try to test a large number
Violent content is confounded with frustration. (b) Violent content is
of participants in their studies, rather than just a few. confounded with excitement.
Next, one group plays a violent game, and the other
group plays a non-violent game. In all other respects,
the researcher must treat the two groups of participants the dictionary, to confound is defined as ‘to mingle so
identically. For example, the researcher is not rude that the elements cannot be distinguished or separated’.
to the participants who play a violent game and nice In this case, frustration and violent content are mingled
to the participants who play a non-violent game. together in the same game, so their individual effects
Indeed, the researcher tries to avoid contact with the cannot be separated. Similarly, if the violent game is
participant whenever possible, and to give instructions competitive (as most are), but the non-violent game is
on the computer screen or via a recorded message, so as non-competitive, any differences in subsequent aggressive
to keep everything standard and consistent. In a carefully behaviour might be due to how competitive the games are
conducted experiment, the violent and non-violent video rather than to how violent they are (see ● FIGURE 1.5B).
games would be matched on other dimensions that Of course, there are other possible confounding variables
could increase aggression, such as how frustrating and too, such as how action-packed the game is.
competitive they are. For example, it is well known that In addition, the researcher should use several
frustration increases aggression.21 If the violent video different violent video games and several different
games are difficult and frustrating to play, and the non- non-violent games. This technique is called stimulus
violent video games are easy and non-frustrating, any sampling because the researcher samples several
differences in subsequent aggressive behaviour might be different versions of the stimulus of interest.30 Otherwise,
due to how frustrating the games are rather than to how the comparison is between two particular video games –
violent they are. In other words, the effects of video game not between violent and non-violent video games in
violence and frustration cannot be separated because the general. The results might be due to something peculiar
two variables are confounded (see ● FIGURE 1.5A). In about the particular games used rather than about
violent and non-violent games in general.
Last, the researcher measures the aggressive
confounded occurs when the two effects of variables cannot be
separated
behaviour of both groups of participants. For example,
participants are given an opportunity to hurt another
stimulus sampling using more than one exemplar of a stimulus person, such as by administering electric shocks. The
(e.g., more than one violent video game)
‘other person’ is actually a confederate of the researcher
Another random document with
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se començo la çena a seruir, la
qual era tan sumptuosa y
opulenta de viandas y aparato de
oro, plata, riqueza y seruiçio que
no hay injenio que la pueda
descreuir en particular.
Miçilo.—Alguna parte della nos
falta agora aqui.
Gallo.—Fueron alli seruidos en
oro y plata todos los manjares
que la tierra produçe y los que el
ayre y el mar crian, y los que ha
inquirido por el mundo la ambiçion
y gula de los hombres sin que la
hambre ni neçesidad lo
requiriesse. Seruian a las manos
en fuentes de cristal agua rosada
y de azahar; y el vino en perlas
cabadas muy grandes, y no se
preçiauan[438] alli de beuer uinos
muy preçiados de Castilla; pero
traidos de Candia, de Greçia y
Egipto. Eran las mesas de çedro
coxido del Libano, y del çipres
oloroso asentadas sobre peanas
de marfil. Los estrados y sillas en
que estauamos sentados al
comer eran labradas a manera de
taraçes de gemas y jaspes finos;
los asientos y respaldares eran de
brocado y de muy fino carmesi de
Tiro.
Miçilo.—¡O gallo! qué sabroso
me es este[439] tu canto: no me
pareçe sino que poseo al
presente el oro de aquel rico
Midas y Creso, y que estoy
asentado a las opulentas mesas
del emperador Eliogabalo.
Querria que en çien años no se
me acabasse esta
bienaventurança en que agora
estoy. Mucho me entristeze la
miseria en que pienso venir
quando amanezca.
Gallo.—Todos aquellos
caualleros entendian con sus
damas en mucho regoçijo y
palaçio, en motejarse y en
discantar donayres y motes y
sonetos de amores: notandose
vnos a otros de algunos graçiosos
descuydos en las leyes del amor.
La mi diosa puesta en mí su
coraçon me sacaua con fabores y
donaires á toda cortesania. Cada
vez que me miraua, agora fuesse
derecho, agora al traues, me
encantaua y me conuertia todo en
si sacandome de mi natural.
Sentime tan preso de su gran
valor que no pudiendo disimular le
dixe: ¡O señora! no más. Piedad,
señora, que ya no sufre paçiençia
que no me dé a merçed. Como
fueron acabadas las viandas y
alçadas las mesas, cada qual se
apartó con su dama sobre tapetes
y coxines de requamados de
diuerso color. Donde en el entre
tanto que se llegaua la hora del
dormir ordenaron vn juego para
su solaz. El qual era: que cada
qual con su dama muy secreto y á
la oreja le[440] preguntasse lo que
más se le antoje; y la primera y
mas prinçipal ley del juego es:
que infalibremente se responda la
verdad. Fue este juego gran
ocasion y aparejo para que entre
mí y mi diosa se declarasse[441]
nuestro deseo y pena: porque yo
le pregunté conjurandola con las
leyes del juego, me diga en quien
tuuiesse puesta su fe, y ella muy
de coraçon me dixo, que en mí.
Con la qual confession se çerró el
proçeso, estando ella segura de
mi voluntad y amor; y ansi
conçertamos que como yo fuesse
recogido en mi camara en el
sosiego de la obscura noche, ella
se yria para mi. Con esta
promessa y fe se desbarató el
juego de acuerdo de todos, y ansi
pareçieron muchos pajes delante
con hachas que con su lunbre
quitauan las tinieblas, y hazian de
la noche dia claro, y despues que
con confites, canelones, alcorças
y maçapanes y buen vino
hezimos todos colaçion: hecha
por todos vna general reuerençia,
toda aquella graçiosa y exçelente
corte mostrando quererme
acompañar se despidio de mi; y
hecho el deuido cunplimiento á la
mi bella dama, dandonos con los
ojos á entender la palabra que
quedaua entre nos, me guiaron
las dos damas que me metieron
en el castillo hasta vna camara de
entoldo y aparato çelestial, donde
llegado aquellas dos diosas con
vn agraçiado semblante se
despidieron de mí. Dexaronme vn
escudero y vn paje de guarda que
me descalçó, y dexando vna vela
ençendida en medio de la camara
se fueron, y yo me deposité en
vna cama dispuesta á todo
deleyte y plazer, entre vnos
lienços que pareçia auerlos hilado
arañas con todo primor. Olia la
camara á muy suabes pastillas: y
la cama y ropa á agua de angeles
y azahar; y quedando yo solo
puse mi sentidos y oreja atento
todo á si mi diosa venia. Por muy
poco sonido que oya me alteraua
todo creyendo que ella fuesse, y
como me hallase engañado no
hazia sino enbiar sospiros que la
despertassen y luego de nueuo
me recogia con nueua atençion
midiendo los passos que de su
aposento al mio podia auer.
Consideraua cualquiera
ocupaçion que la podia estorbar;
lebantauame de la cama muy
pasito y abria la puerta y miraua á
todas partes si sentia algun
meneo o bulliçio, o via alguna luz:
y como no via cosa alguna con
gran desconsuelo me boluia
acostar. Deshaziame de zelos
sospechando por mi poco
mereçer, si burlandose de mí
estaua en los brazos de otro
amor, y estando yo en esta
congoja y fatiga estaua mi diosa
aparejandose para venir con la
quietud de la noche: no porque
tiene neçesidad de aguardar
tiempo, pues con echar en todos
vn sueño profundo lo podia todo
asegurar. Pero por encareçerme á
mí más el preçio de su valor, y la
estima que de su persona se
deuia tener, aguardaua
haziendoseme vn poco ausente,
estando siempre por su gran
poder y saber ante mí; y quando
me vi más desesperado siento
que con vn poco de rumor entre la
puerta y las cortinas me comiença
pasito á llamar, y yo como la oy,
como suele aconteçer si alguno
ha peleado gran rato en vn hondo
pielago con las malezas que le
querian ahogar, y ansi afanando
sale asiendose á las espadañas y
ramas de la orilla que no se
atreue ni se confia dellas porque
se le rompen en las manos, y con
gran trabajo mete las uñas en el
arena por salir, ansi como yo la oy
á mi señora y mi diosa salto de la
cama sin sufrimiento alguno: y
recogiendola en los[442] braços
me la comienço á bessar y
abraçar. Ella venia desnuda en
vna delgada camisa: cubiertos
sus delicados mienbros con vna
ropa sutil de çendal, que como las
rosas puestas en vn vidrio toda se
trasluzia. Traya sus hermosos y
dorados cabellos cogidos con vn
graçioso y rico garbin, y dexando
la ropa de acuestas, que avn para
ello no le daua mi sufrimiento
lugar, nos fuemos en vno á la
cama. No te quiero dezir más sino
que la lucha de Hercules y Anteo
te pareçiera alli. Tan firmes
estauamos afferrados como
puedes imaginar de nuestro amor:
que ninguna yedra que á planta
se abraza podia compararse á
ambos á dos. Venida la mañana
la mi diosa se leuantó: y lo más
secreto que pudo se fue á su
aposento, y luego con vn su
camarero me enbió vn vestido de
recamado encarnado con vnos
golpes sobre vn tafetan azul,
tomados con vnas cintas y clauos
de oro del mesmo color; y quando
yo senti el palaçio estar de
conuersaçion me leuanté y atauié
y salí á la gran sala donde hallé
vestida á la mi diosa de la mesma
librea, que con amoroso donayre
y semblante me reçibió; á la qual
siguieron[443] todos aquellos
cortesanos por saber que la
hazian mucho plazer; y ansi cada
dia mudauamos ambos dos y tres
libreas de vna mesma deuisa y
color á vna y otra vsança, de
diuersidad de naciones y
prouinçias; y luego todos nos
fuemos a ver muy lindos y
poderosos estanques, riberas,
bosques, jardines que auia en la
casa para entreternos hasta que
fue llegada la hora del comer. La
qual como fue llegada y el
maestresala nos fue a llamar
boluimos a la gran sala: donde
estaua todo aparejado con la
mesma sumptuosidad que la
noche passada; y ansi
conmençando la musica començo
el seruiçio del comer; fuemos
seruidos con la mesma magestad
y aparato que alli estaua en
costunbre, y despues como fue
acabado el yantar y se leuantaron
las mesas quedamos todos
hablando con diuersas cosas, de
damas, de amores, de fiestas,
justas y torneos. De lo qual
venimos a hablar en la corte del
Enperador Carlos Quinto deste
nonbre nuestro Rey y señor de
Castilla. En la qual platica me
quise yo mostrar adelantandome
entre todos por engrandeçer su
estado y magestad, pues de mas
de ser yo su vasallo, por lleuar
sus gajes era mi Señor. Lo qual
todos aquellos caualleros y
damas oyeron con atençion y
voluntad, y algunos que de su
corte tenian notiçia proseguian
comigo en la prueba de mi
intento; y como mi diosa me
conoçió tan puesto en aquel
proposito, sin darme lugar a
muchas palabras me dixo. Señor,
porque de nuestra corte y
hospedaje vayas contento, y
porque ninguno deste parayso
sale desgraçiado, quiero que
sepas agora como en esta
nuestra casa se honrra y se
estima ese bienauenturado
prinçipe por Rey y Señor. Porque
nuestra progenie y deçendençia
tenemos por derecha linea de los
Reyes de Castilla; y por tales nos
trataron los reyes catholicos don
Fernando y doña Ysabel, dignos
de eternal memoria; y como
fuesse de tanto valor ese nieto
suyo por los buenos hados que se
juntaron en él, esta casa siempre
le ha hecho gran veneraçion, y
ansi vna visabuela mia que fue en
esta tierra la más sabia muger
que en ella nunca naçió en las
artes y buen hado, se empleó
mucho en saber los suçesos
deste valeroso y inclito prinçipe, y
ansi edificó vna sala muy rica en
esta casa y todo lo que con sus
artes alcançó en vna noche lo
hizo pintar alli; y porque en
ninguna cosa aquella visabuela
mia mintió de quanto alli hizo a
sus familiares pintar conforme a lo
que por este feliçissimo prinçipe
pasara, te lo mostraré hecho por
muy gran orden doçientos años
ha. Alli verás su buena fortuna y
su buen hado de que fue hadado,
por las grandes vatallas que en
tiempos aduenideros vençerá, y
gentes belicosas que traera a su
subjeçion; y diziendo esto se
leuantó de donde estaua sentada,
y con ella yo y toda aquella corte
de damas y caualleros que por el
semejante lo deseauan ver, y ansi
nos fuemos todos donde nos
guió, que como con vna cadena
nos lleuaua tras si. Y porque ya
pareçe, Miçilo, que es tarde y
tienes gana de dormir, porque
siento que es ya la media noche,
quiero por agora dexar[444] de
cantar; y porque pareçe que nos
desordenamos cantando a prima
noche, nos boluamos a nuestra
acostunbrada hora de nuestra
cançion, que es quando el alua
quiere romper, porque es mas
conforme a nuestro natural; y ansi
para el canto que se sigue
quedará lo demas.
Miçilo.—¡O gallo! quan fuera de
mi me has tenido con esta tu
sabrosa cançion de comida y
aparato sumptuoso; y nosotros no
tenemos más de cada quatro
habas que comer oy. Solamente
quisiera tener el cargo de limpiar
aquella plata y oro que alli se
ensuçió, por gozar alguna parte
del deleyte que reçiben estos
ricos en lo tratar. Ruegote que no
me dexes de contar lo que en el
fin te suçedió; y agora, pues
quieres, vamonos a dormir.
Fin del quinto canto del gallo de

Luçiano.
NOTAS:
[405] Tachado: Siguesse el quinto canto del Gallo de Luçiano,
orador griego, contrahecho en el castellano por el mesmo autor
prete.
[406] G., trabajo.
[407] G., musicos.
[408] G., por.
[409] G., quanto.
[410] G., hagais.
[411] G., Taxo.
[412] G., ofreçen.
[413] G., con.
[414] G., dexemos.
[415] R. (Tachado): quatrocientas.
[416] G., començamos a caminar por.
[417] G., montaña.
[418] G., y mandele.
[419] G., del.
[420] G., los.
[421] Lançamos.
[422] G., la qual.
[423] G., que tiene la mesma costumbre que yo en.
[424] G., buena dueña.
[425] G., os digo.
[426] G., esta.
[427] G., hermoso.
[428] G., auia musayco y muçaraues muy perfectos.
[429] G., entiende.
[430] G., en otra.
[431] G., sino en.
[432] G., se ocupan.
[433] G., juuenil.
[434] G., pareçeria.
[435] G., de inestimable valor.
[436] G., jazmines.
[437] G., el.
[438] G., contentauan.
[439] R., ese.
[440] R., se.
[441] R., declare.
[442] G., mis.
[443] G., siguiendo.
ARGUMENTO
DEL SEXTO
CANTO
En el sexto canto que se sigue el

auctor descriue por industria
admirable de vna pintura las
victorias que el nuestro
inuictissimo Emperador Carlos
quinto deste nombre obo en la
prision del Rey Francisco de
Françia en Pauia, y la que obo
en Tunez y en la batalla que
dio a Lansgraue y a Juan
duque de Saxonia y liga de
herejes alemanes junto al rio
Albis en Alemania[445].
Gallo.—Si duermes, Miçilo,

despierta.
Miçilo.—Di, gallo; que despierto

estoy y con voluntad de oyrte.
Gallo.—Deseo mucho oy
discantar aquella facunda historia
que alli descriuio aquel pintor.
Porque era de tanta exçelençia,
de tanto spiritu, y de tanta
magestad; de tanta extrañeça el
puesto y repuesto de todo quanto
alli pintó que no ay lengua que
pueda llegar allá. Dezian los
antiguos que la escriptura era la
Retorica sin lengua; y de aquella
pintura dixeran que era la
eloquençia hablada. Porque tanta
ventaja me pareçe que lleuaua
aquella pintura a lo que
Demostenes, Tullio, Esquines, y
Tito Liuio pudieran en aquel
proposito orar, como lo verdadero
y real lleua differençia y ventaja a
la sonbra y fiçion. Veras alli los
honbres vibos que no les faltaua
sino el spiritu y lengua con que
hablar. Si con grande affecto
hasta agora he hablado por te
conplazer, agora en lo que dixere
pretendo mi interes; que es
descriuiendo la sunptuosidad de
aquella casa y el gran saber de
aquella maga discantar el valor y
magestad de Carlos medio Dios;
porque sepan oy los honbres que
el gallo sabe orar.
Miçilo.—Pues de mí confiado
puedes estar que te prestaré la
deuida atençion.
Gallo.—Pues como al
mouimiento de la mi bella Saxe
toda aquella corte diuina se
leuantó en pie, tomando yo por la
mano a mi diosa nos fuemos a
salir a vn corredor; y en vn cuarto
dél llegamos a vnas grandes
puertas que estauan çerradas,
que mostrauan ser del parayso
terrenal. Eran todas, avnque
grandes, del hebano mareotico
sin mezcla de otra madera; y
tenia toda la clabazon de plata; y
no porque no fuesse alli tan façil
el oro de auer, sino porque no es
el oro metal de tanta trabazon.
Estauan por las puertas con
grande artifiçio entretexidas
conchas de aquel preçiado
galapago indio, y entresembradas
muchas esmeraldas que variaban
el color. Eran los vnbrales y
portada del marmol fino y marfil,
jaspe y cornerina; y no solamente
era destas preçiosas piedras lo
que pareçia por los remates del
edefiçio, pero avn auia tan
grandes piezas que por su
grandeza tenian fuerça bastante
para que cargasse en ellas parte
del edefiçio. La bella Saxe sacó
vna llaue de oro que mostró
traerla siempre consigo, porque
no era aquella sala de confiar, por
ser el secreto y vigor de sus artes,
encanto y memoria; y como
fueron las puertas abiertas
hizieron vn brauo ruydo que a
todos nos dió pabor. Pero al
animo que nos dió nuestra diosa
todos con esfuerço entramos. Era
tan sunptuoso aquel edefiçio
como el templo mas rico que en el
mundo fue. Porque excedia sin
comparaçion al que descriuen los
muy eloquentes historiadores de
Diana de Effeso y de Apolo en
Delphos quando quieren más
encareçer su hermosura y
sumptuosidad. No pienso que
diria mucho quando dixesse
exçeder a los siete edefiçios que
por admirables los llamaron los
antiguos los siete milagros del
mundo. Era el techo de artesones
de oro maçiço, y de mozaraues
cargados de riquezas. Tenia las
vigas metidas en grueso canto de
oro: y el marmol y marfil, jaspe,
oro y plata no tenia solamente la
sobrehaz y cubierta del preçiado
metal y obra rica, pero la coluna
era entera y maçiça, que con su
groseça y fortaleça sustentaua el
edefiçio; y ansi auia de pedazos
de oro y plata grandes piezas de
aquellas entalladuras y molduras.
Alli estaua la agata, no solo para
ser vista, pero para creçimiento
de la obra; y la colorada sardo
está[446] alli que a todo daua
hermosura y fortaleza; y todo el
pabimento era enladrillado de
cornerinas y turquesas y jacintos;
yua quatro palmos del suelo por
la pared por orla de la pintura vn
musayco de piedras finas del
Oriente, que desbaratauan todo
juizio con su resplandor.
Diamantes, esmeraldas, rubies,
zafires, topazios y carbuncos; y
luego començaba la pintura, obra
de gran magestad; y ansi luego
començo la mi bella Saxe a
mostrarnos toda aquella diuinada
historia, cada parte por si,
dandonosla a entender. Dixo:
veys alli ante todas cosas cómo
viendo el Rey Françisco de
Françia las alteraçiones que en
Castilla leuantaron las
Comunidades por la ausençia de
su Rey, pareçiendole que era
tiempo conueniente en aquella
disension para tomar façilmente el
Reino de Nauarra, enbió su
exerçito. El cual apoderado en la
çiudad de Pamplona y en todas
las villas y castillos della han
corrido hasta Estella y puesto
çerco sobre la çiudad de Logroño:
la cual çiudad como valerosa se
ha defendido con gran daño de
françeses. Agora veys aqui como
los gouernadores de Castilla
auiendo paçificado las
disensiones del reyno, auiendo
nueua del estado en que al
presente está el reyno de Nauarra
determinan todos juntos con su
poder venir a remediar el daño
hecho por françeses y restituir el
reyno a su rey de Castilla que al
presente estaua en Flandes: lo
qual todo que veys ha doçientos
años que se pintó; y quierote
agora, señor, mostrar lo que desta
tu guerra, a que ybas agora
suçederá. Ves aqui como
sintiendo los françeses venir los
gouernadores de Castilla leuantan
el çerco de Logroño, y retiranse a
la çiudad de Pamplona por
hazerse fuertes alli. Ves aqui
como el Condestable y todos los
otros Señores de Castilla,
ordenadas sus batallas los siguen
en el alcançe a la mayor furia y
ardid que pueden; ansi ves aqui
como los atajan el camino junto a
la çiudad de Pamplona[447],
donde el miercoles que verna,
que seran quinze deste mes,
todos con animo y esfuerço de
valerosos prinçipes los acometen
diziendo: España, España,
Sanctiago: y ansi veslos aqui
rotos y muertos mas de çinco mil
françeses sin peligrar veynte
personas de Castilla. Dexote de
mostrar las brauezas que estos
capitanes en particular hizieron
aqui conforme a lo que se pintó:
las quales no ay lengua que las
pueda encareçer. Entonçes le
demandé a mi diosa liçençia para
me hallar alli: y ella me dixo: no te
hago, señor[448], poco seruiçio en
te detener: porque yo he
alcançado por mi saber el peligro
en que tu persona auia de venir: y
ansi proueyeron tus hados que yo
te aya de saluar aqui. No quieras
más buenauentura que poseerme
a mi. Yo me le rendi por perpetuo
basallo y juré de nunca me
reuelar a su imperio. Y ansi luego
prosiguio diziendo: Veys aqui
cómo con esta vitoria quedó
desenbaraçado de françeses todo
el reyno de Nauarra, y los
gouernadores se bueluen en
Castilla dejando por virrey deste
reyno al conde de Miranda. El
qual va luego sobre el castillo de
Maya y le combate con gran
ardid, y le entra y mata a quantos
dentro estan. Veis aqui cómo
siendo Carlos auisado por los de
su reyno la neçesidad que tienen
de su venida y presençia,
despedidos muchos y muy arduos
negoçios que tenia en Alemania
se embarca para venir en España
en diez y ocho de julio del año de
mil y quinientos y veynte y tres
con gran pujança de armada.
Veys aqui cómo se viene por
Ingalaterra por visitar al rey y
reyna su tia, de los quales será
reçevido con mucha alegria, y le
hazen muchas y muy solenes
fiestas. Las quales acabadas y
despedido de aquellos
cristianissimos Reyes se viene a
España aportando a la villa de
Laredo, donde es reçibido con
plazer de los grandes del reyno
que le estaran alli aguardando.
Veis aqui cómo viendo el Rey
Françisco de Françia no auer
salido con la empresa de
Nauarra, y visto que el
Prinçipe[449] de Castilla Carlos
está ya en su reyno, determina en
el año de mil y quinientos y
veynte y quatro emprender vn
acometimiento de mayor interes,
y fue que acuerda con todo su
poder y muy pujante exerçito
tomar el ducado de Milan y
teniendo gente de su valia dentro
de[450] la çiudad de Milan su
mesma persona estando presente
poner[451] çerco a la çiudad de
Pauia, en que al presente está
por teniente el nunca vençido
capitan Antonio de Leyua con
alguna gente española y ytaliana
que tiene para en su defensa.
Veys aqui cómo teniendo el rey
de Françia çercada esta çiudad
acuden a su defensa todos los
capitanes y compañías que el
Rey de Castilla tiene en aquella
sazon por la Italia y Lombardia, y
todos los prinçipes y señores que
estan en su seruiçio y liga. Viene
aqui en defensa Carlo de Lanaya,
o Charles de Limoy que entonçes
estara por visorrey de Napoles, y
el marques de Pescara, y el

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Social Psychology: First South African

Edition Roy F. Baumeister

Social Psychology and Human Nature, Brief 4th Edition

Power and Ideology in South African Translation: A

Critical Social Psychology of Social Class Katy Day

Social Psychology 9th Edition, (Ebook PDF)

Ready for B2 First — 4th edition Student's Book with

African psychology: the emergence of a tradition

Social Psychology 1st Edition – Ebook PDF Version

Exploring Social Psychology 9th Edition David Myers

Roy F. Baumeister, Brad J. Bushman

Publisher: Marinda Louw

Text Design: Lumina Datamatics, Inc.

Cover Design: Design Deluxe British Library Cataloguing-in-Publication Data

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2 Culture and nature 30

4 Choices and actions: The self in control 102

5 Social cognition 132

6 Emotion and affect 164

7 Attitudes, beliefs and consistency 202

8 Social influence and persuasion 226

9 Prosocial behaviour: Doing what’s best for others 256

10 Aggression and antisocial behaviour 294

11 Interpersonal attraction and rejection 330

12 Close relationships: Passion, intimacy and sexuality 360

13 Prejudice and intergroup relations 396

1 The mission and the method 2

2 Culture and nature / 30

4 Choices and actions: The self in control / 102

What is social cognition? / 134 Anchoring and adjustment

6 Emotion and affect / 164

7 Attitudes, beliefs and consistency / 202

How attitudes are formed / 206 Beliefs and believing / 219

8 Social influence and persuasion / 226

Evolutionary benefits / 276 Summary 291

10 Aggression and antisocial behaviour / 294

12 Close relationships: Passion, intimacy and sexuality / 360

13 Prejudice and intergroup relations / 396

xii C ont e nts

a box that covers some findings showing how the (Chapter 7)

social processes. ●● Is marriage a group? (Chapter 14)

a box applying social psychology to sexuality. We suspect (Chapter 4)

personal interest in sexuality can be useful for illuminating keel? (Chapter 6)

●● Would you sell your soul for $1? (Chapter 7)

●● Even a cent will help (Chapter 8) More with less

Content overview CHAPTER 6

to connect with each other. prompts for in-class activities.

CONTENT AREA EXPERT REVIEWERS

CONTRIBUTORS OF APPLYING SOCIAL PSYCHOLOGY MODULES

Module A: Applying social psychology to consumer behaviour Iowa State University

• A password protected area for instructors with,

• An open-access area for students including, for

Lecturers: to discover the dedicated lecturer digital

4 Choices and actions: The self in control 102

5 Social cognition 132

8 Social influence and persuasion 226

9 Prosocial behaviour: Doing what’s best for others 256

12 Close relationships: Passion, intimacy and sexuality 360

Standing in a queue is generally frustrating. Having someone push