Most social psychologists believe that temporary deception is often necessary in order to obtain valid research results. Deception involves efforts social psychologists to withhold or conceal information about the purposes of a study from participants. They play a key role in social psychological research. Theories are frameworks for explaining various events or processes. Research designed to investigate mediating variables adds to understanding of how specific variables influence certain aspects of social behavior or social thought. Furthermore, it cannot be used in some situations because of practical or ethical considerations. Although it is a very powerful research tool, the experimental method is not questions concerning the external validity of findings so obtained often arise. Successful use of the experimental method requires random assignment of participants to conditions and holding all other factors that might also influence behavior constant so as to avoid confounding of variables. Experimentation involves systematically altering one or more variables (independent variables) in order to determine whether changes in this variable affect some aspect of behavior (dependent variables). The existence of even strong correlations between variables does not indicate that they are causally related to each other. When the correlational method of research is employed, two or more variables are measured to determine how they might be related to one another. Survey methods often involve large numbers of people who are asked to respond to questions about their attitudes or behavior.
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In naturalistic observation, such observations are made in settings where the behavior naturally occurs. With systematic observation, behavior is carefully observed and recorded. This perspective recognizes the importance of cultural factors in social behavior and social thought, and notes that research findings obtained in one culture do not necessarily generalize to other cultures. Social psychology currently adopts a multicultural perspective. Growing attention to such implicit (nonconscious) processes is another major theme of modern social psychology. Our behavior and thought is often shaped factors of which we are unaware. Yet another major trend involves growing interest in social to relate activity in the brain to key aspects of social thought and behavior. The formation and development of relationships is another major trend in the field. There is growing interest among social psychologists in the role of emotion in social thought and social behavior.
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Social psychologists currently recognize that social thought and social behavior are two sides of the same coin, and that there is a continuous, complex interplay between them. Important causes of social behavior and thought include the behavior and characteristics of other people, cognitive processes, emotions, cultures, and genetic factors.
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Social psychology seeks to establish basic principles of social life that are accurate across huge cultural differences and despite rapid and major changes in social life. Social psychology focuses on the behavior of individuals, and seeks to understand the causes of social behavior and thought, which can involve the behavior and appearance of others, social cognition, environmental factors, cultural values, and even biological and genetic factors. Social psychologists adopt the scientific method because provides an unreliable guide to social behavior, and because our personal thought is influenced many potential sources of bias. o A commitment to changing views that are strongly existing evidence suggests that these views are inaccurate. o Objectivity: obtaining and evaluating information without bias o Skepticism: Verify repeatedly. To be considered scientific in nature, it has to adopt the following values: o Accuracy: A commitment to gathering and evaluating information about the world in as careful, precise, and a manner as possible.
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It is scientific in nature because it adopts the values and methods used in other fields of science. Preview text Ch Social psychology is the scientific field that seeks to understand the nature and causes of individual behavior and thought in social situations.