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Social Psychology: Examining the Principles of Persuasion Influencing Group Behavior
Table of Contents Introduction & Outline of the Essay 3 1. Research Evaluation 3 2. Concepts of Social Psychology 5 Attitudes and Persuasion 5 Social Identity Theory 6 3 Social Influences 7 4 Cultural and Gender Influences 9 Conclusion 12 References 13
Social Psychology: Examining the Principles of Persuasion Influencing Group Behavior Introduction & Outline of the Essay Social psychology deals with different aspects of social life and social behavior. People not only have feelings and opinions about nearly everything they come into contact with, but the argument has been made that we need to have these feelings and opinions. The current essay is aimed at exploring the principles of persuasion influencing group behavior. The foundation for this essay is text book “Social Psychology” by Myers (2010) which discusses the attitude theory and persuasion, reviewing how attitudes are structured and how this structure influences their susceptibility to change The essay is divided into four sections. In the first section the researcher will evaluate latest research and pertinent literature allied to social psychology and group behavior. The researcher will focus on trends in recent literature, the rising topics/apprehensions in this field of research. In second section, the author will discuss the concepts of psychology specially focusing on what are the ways in which different factors effect our perceptions and attitudes and how we react. Third section describes the ways in which different social factors like our relationship with our family and friends as well as our socioeconomic status, etc persuade our attitudes and behaviors. What are some of the positive influences, and conversely, how can these influences have a negative impact on our behaviors?
In section 4, the author discusses cultural and gender influences. This section examines how social behavior is impacted by way of life in a culture. The influence of culture on our identity, the influence of group/norm and peer persuaiton on our behavior 1. Research Evaluation Attitude change that is directly influenced by exposure to a communication is called persuasion (Petty & Cacioppo, 1986). Persuasion research boomed as a psychological topic of inquiry following World War II. Researchers clamored to map out the properties of persuasive messages and began with the source. Three main features of a source were determined to best predict attitude change: expertise, attractiveness, and trustworthiness. Messages sourced by an expert, or someone who was attractive or trustworthy seemed to most often result in the desired change in receiver attitudes (Hovland, Janis, & Kelley, 1953). But this was not always the case, and researchers began looking into message content for more information. The strength of arguments presented an intriguing variable to predict persuasion, but even well-built arguments were not at all times more persuasive than fragile arguments. Finally, psychologists turned to the

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