香港科技大学_社会心理学_课件1

1SSMA504 Understanding Human Behavior

Introduction & research methods

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7 What social psychologists study

Angels or devils? Physical reality is constructed.

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Crowd of fans in stands at Princeton-

Dartmouth football game

After the game in November, 1951…

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Participants unconsciously presented with fast food logos read faster even when they were under no time pressure (Study 1. Zhong

Participants consciously exposed to fast food logos like time-saving products (e.g., 2-in-1 shampoo, 3-in-1 skin care) more (Study 2. Zhong

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Hurriedness affected helping, while participants’religiosity did not. (Darley & Batson, 1973)

Experimenter placed a colored paper on the cover page of an IQ analogy test

Data! Data! Data! I can make no bricks without clay!

~ Sherlock Holmes in The Adventure of the Copper Beeches

Psychology as a science

Scientific method

an approach through which

scientists systematically

acquire knowledge about a

phenomenon of interest

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Wenweipo, 24 May 2010 SCMP 24 May 2010

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(+0.9) (-0.9)(+0.5)

(-0.5)(-0.2)

(+0.2)

Correlations can be positive or negative (+ / -)

Interpreting correlation

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Independent Variable(IV): a variable that is manipulated by an

50IV

DV

Experimental condition : participants receive the manipulation

Control condition : participants receive no manipulation (for comparison) Manipulation Any difference?