Unit 3 - Social Challenges Flashcards
Three Methods of Social Change
- Behaviour Modification
- Social Cognitive Theory
- Social Persuasion Theory
Part One: Behaviour Modification
Process where behaviour is changed due to experiences and environmental changes
* Classical - learning by association
* Operant - learning by reward/punishment system
Who discovered Classical Conditioning?
Ivan Pavlov
Classical Conditioning Function
Process of repeatedly pairing a neutral stimulus with a natural response - eventually elicit the desired response from the neutral stimulus
Classical Conditioning Equation
Unconditioned Stimulus (UCS) - Uncondidtioned Response (UCR) - Neutral Stimulus (NS) - Conditioned Stimulus (CS) - Conditoned Response (CR)
Classical Conditioning Equation (Extra)
- UCS causes UCR
- automatically, naturally, untrained, untaught, universally
- NC becomes CS
- starts neutral, than changes
Who discovered Operant Conditioning?
B.F Skinner
Operant Conditioning Function
- operates on a reward - punishment basis
- systems of rewards and punishments can change behaviour
- uses positive and negative reinforcement
“rewarding behaviour is likely to occur” - Edward Thorndike’s “Law of Effect”
Operant Conditioning Equation
Spontaneous Behaviour (SB) - Consequence (C) - Stimulus (S) - Response (R)
Operant Conditioning with Children
- parents shape children’s action using operant conditioning: didnt finish dinner = no dessert
Learning by Observation
- conditioning minimizes how much is learned through observation and modeling
ex. Albert Bandura’s “Bobo Doll Study”
Part Three: Social Persuation Theory
all types of behaviour modification shape our behaviour
Robert Cialdini
- outlines the 6 levels of influence used by marketers to elicit automatic responses
- argues humans rely on mental shortcuts
Level 1: Reciprocation
rooted in the social belief that we should repay in kind what others do for us
ex. free samples of products
Level 2: Commitment and Consistency
created by two general characteristics:
1. inner desire to meet out commitments
2. dislike appearing inconsistent
both drive people to become attached to something once they’ve committed to it
Level 3: Liking
- more likely to buy from those we like - like those who are similar to us
Level 4: Social Proof
human behaviour
Liking vs Social Proof
Liking: small scale, direct connection, persuaded by someone (similar) that we know
Social Proof: large scale; broad social observations; general influence
Level 5: Authority
- most people obey those in authority - more likely to ober those we trust
Level 6: Scarcity
Human thought:
- opportunities seem more valuable when their availability is limited”
Define Stereotype
a belief about the personal attributes of a group of people
Define Prejudice
an attitude towards a person because of their group membership
Define Discrimination
behaviour or action towards a group or its members
Overt vs Subtle
Overt: out in the open
Subtle: less obvious
1970s Experiment With Whites
- group of white people watch a black man being pushed around by white men - seen as “playing aroud”; “horsing aroud”
- group of white people watch a white man being pushed around by black men - seen as “violent”; “aggression”
The 2 Social Discrimination Theories
- Socialization
2.
Socialization
stereotypes are taught at impressionable age especially by parents
Jane Elliott
American diversity educator and school teacher in Iowa
Blue eyes/Brown eyes Experiment
- the kids are told that Blue eyed kids are better (they get more recess, extra serving of lunch etc)
- Blue eyes kids begin to other the Brown eyed kids
- Next day the role is switched.
Impact on those facing discrimination
- lack of control; helplessness; increased anxiety
- self-esteem; not affected
- mental health; higher chance of depression
- stereotype threat: fear one will conform to negative stereotypes
Social Impacts
long-term social advantages: income, opportunities, choices
Muzafer Sherif Study
Name: Robber’s Cave Experiment
- experimented on 22 boys (11-12 years old), separate them in two groups (Eagles vs Rattlers)
Phase One of Robber’s Cave Experiment
In-group formation
- creates group identity, team-building
Phase Two Robber’s Cave Experiment
Friction
- create conflict between the two groups
- competitions added: one group wins at the expense of others
- name-calling, cabin raids, food fights
Phase Three of Robber’s Cave Experiment
Integration
- remixing the groups (doesnt work)
- mutual cooperation approach (works) - creates crisis to promote team work
Aislinn Bohren Experiment
Defines discrimination as “differences in observable outcomes (wages, hiring, evaluation) that cannot be attributed directly to underlying differences in performance.”
Possibility #1: Taste-Based Discrimination
- rooted in dislike for the group
Possibility #2: Belief-Based Discrimination
- expect different performance outcomes between groups
- no preference or dislike for the group
- action: judge an individual’s likely outcome based on the belief about group membership
