Announcement
Next Week: VCD on Psychological Disorder
(TA will ask you questions at the end.)
Ch. 17 – won’t be on the midterm
Midterm: Week 9 -- This room
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Chapter 16
Social Cognition & Relationships
Copyright © Allyn and Bacon 2005. Developed and prepared by Joseph A. Davis, Ph.D. This Allyn and Bacon multimedia
product and its contents are protected under copyright law. The following are prohibited by law: any public performance or
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Social Psychology
 Social Psychology:
 我們如何影響他人的想法和行為
(也包括他人如何影響我們的想法和行為)
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Making sense of the world
 People are constantly trying to make
sense of our social world.
 Our brains are powerful, but imperfect.
 We try to be rational, but we aren’t always.
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Fundamental Attribution Error
根本歸因誤差
 我們在解釋別人的行為時,
常高估了性格因素, 卻低估了情境因素.
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Fundamental Attribution Error
根本歸因誤差
 e.g., Jerry hits his classmate
because ……
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Fundamental Attribution Error
根本歸因誤差
 e.g., Mary speeds when driving
because……
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Fundamental Attribution Error
根本歸因誤差
 e.g., Kevin swears because……
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Fundamental Attribution Error
根本歸因誤差
• Ross et al. (1977): Quiz Show –
Questioner vs. Contestant
- random assignment of roles
- observers saw one smart person and
one stupid person.
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 The Impact of Social Role or Situation
社會角色&情境
 e.g., students (in class; out of class)
** Our attributions may not always be
correct.
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Self-Fulfilling Prophecies
自我實現的預言
一個人對事情的期望，使得事情真的發生了
 When you go to a party
 “Hey, it’s going to be fun!”
 “It’s going to be so boring….”
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Self-Fulfilling Prophecies 自我實現的預言
 Robert Rosenthal experiment on teachers’
expectancy
 Fortune telling
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Attitudes, Attitude Change, and Action
Two routes to persuasion
通往說服的兩大路線
 Central 中央 – consider facts, think
systematically
 Peripheral 周邊 – respond to simple, often
irrelevant cues without giving it much thought
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 If you decide to buy a particular computer
because the ad depicts it as: having the
processing speed, memory, data
storage…everything you need.
 Logic/Reason – Central Route
 If you decide to buy a particular computer
because your favorite star has it.
 Irrelevant Information – Peripheral Route
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Discussion
 With your classmates, talk about 1 - 2
commercials that persuaded you.
 Central or Peripheral route?
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Cognitive Dissonance Theory
認知失調理論
– Leon Festinger
 Whenever an individual simultaneously holds
two cognitions (ideas, beliefs, opinions, attitudes)
that are inconsistent  Dissonance
 Dissonance is unpleasant; people are motivated
to reduce it
 Change one or both cognitions so that they are
more compatible with each other
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Cognitive Dissonance Theory
認知失調理論
 The function of dissonance-reduction:
We can continue to think of ourselves as
“Good & Smart.”
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Cognitive Dissonance Theory
認知失調理論
e.g., You saved money to buy a cell
phone.
– When you finally got it, you found out
that it’s no good.
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Cognitive Dissonance Theory
認知失調理論
2 Thoughts:
– “I just spent all my money to buy the cell
phone.”
– “This cell phone is no good.”
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Cognitive Dissonance Theory
認知失調理論
 Freedman & Fraser (1966):
 Big & Ugly Sign: “Drive Carefully!”
 Can we place this sign in your front yard?
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
1) 請讓我們在你家門口放這個看板.

– Only 17% agreed
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2) 請幫我們在「安全駕駛」請願書上簽個名
 兩週後: 請讓我們在你家門口放這個看板.
55% agreed
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2 Thoughts:
 “I support save-driving.(I signed the petition)”
 “This sign will make my yard look ugly.”
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Foot-in-the-door technique
一隻腳已跨過門檻
 一腳已踏入，難抽身。
 提出小小請求先打破僵局，在別人無法拒絕的
情況下，有機會再提出較大的請求。
 侯文詠: 漸漸
http://www.lssh.tp.edu.tw/~lib/share/gradually.htm
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Prejudice 偏見
 對特定團體的人抱持負面的態度,只因他們
屬於那個團體.
 Stereotype 刻板印象:
將一群人概化; 將某些特徵分派到此一團體
所有成員身上,不管成員實際上的差異.
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e.g.,
 Blacks have violent tendencies.
 Whites are good-looking.
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 女生都______________________.
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 男生都______________________.
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 北部人都______________________.
 南部人都_____________________.
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Social Relationships
 Liking & Loving
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Q: Why do you like someone?
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1) Physical Attractiveness
外貌吸引力
 Your friend brought his/her
girlfriend/boyfriend to the gathering last
night.
 After they left, what did you talk about?
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1) Physical attractiveness
 We want to believe that we value other
characteristics more than physical
beauty…..
 However, consistent research evidence
shows that physical characteristics are
the key to all forms of attraction.
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2) Reciprocity 相互性
 A major determinant of whether we like
someone is whether the person has indicated
that they like us.
 Believing someone likes you increases your
liking for them and increases your pleasant
behavior toward them.
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Defining love




Not just intense liking
Complex and multifaceted
Experienced in a variety of relationships
Rubin’s Liking/Loving Scale
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Types of love
 Passionate love 狂熱式愛情
 Compassionate love 友誼式愛情
 Consummate love 圓熟之愛
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Passionate love




Strong emotions
Sexual desire
Intense preoccupation with beloved
Rapid onset
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Compassionate love






Companionate
Milder, but more stable feelings
Mutual trust
Dependability
Warmth
Deepens over time
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Consummate love
 Combines the characteristics of
passionate and compassionate love
 Includes passion, intimacy and
commitment
 Rarely achieved
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