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Subject PSYCHOLOGY

Paper No and Title Paper no.7: SOCIAL PSYCHOLOGY

Module No and Title Module no.32: INTRODUCTION TO APPLIED SOCIAL

PSYCHOLOGY
Module Tag PSY_P7_M32

TABLE OF CONTENTS
1. Learning Outcomes
2. Introduction
3. Historical context of applied social psychology
4. Applied social psychology as a science
5. Role of theory in applied social psychology

6. Features of applied social psychology

7. Various roles of applied social psychologists

8. Intervening in practical problems

9. Applied social psychology in India

10. Summary

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PSYCHOLOGY PSY_P7: SOCIAL PSYCHOLOGY

M_32: INTRODUCTION TO APPLIED SOCIAL PSYCHOLOGY
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1. Learning Outcomes
After studying this module, you shall be able to

 Know about the field of applied social psychology

 Learn the historical context and features of applied social psychology
 Identify the various roles of applied social psychologists
 Evaluate whether applied social psychology is a science
 Analyze the status of applied social psychology in India

2. Introduction
Applied Social Psychology is that branch of social psychology that applies social psychological
principles, theories, methods and researches in understanding social problems and helps in developing
intervention strategies to improve the functioning of individuals, organizations, groups, communities and
societies by helping them in resolving their social problems.

According to Oskamp & Schultz (1998), it can be defined as the systematic application of social
psychological constructs, theories, research methods, principles, intervention techniques, and research
findings to understand social problems.

Basic social psychology differs from applied social psychology:

1. Basic social psychologist aims at developing and testing theories, while applied social
psychologist aims at understanding and finding solutions for practical problems.

2. Basic social psychologists follow a deductive approach. Applied social psychologists, in contrast,
follow an inductive approach. Under deductive approach, they start with a particular theory, and examine
how it may be helpful in understanding various types of social behavior. While, under inductive approach,
they start from a specific social problem and examine how various theories help to understand this
specific problem.

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Despite these differences, basic and applied psychologies are also similar in some ways as both focus on
developing and testing theories; use scientific method, include similar factors for predicting behavior and
cognitions and both are motivated by the goals of science.

3. Historical Context of Applied Social Psychology

The scientific basis of applied social psychology can be traced back to the work of Kurt Lewin (1936)
who conducted studies on many social and practical issues. According to Reich (1981), the
foundation of applied social psychology was set by 1950 because the potential of using scientific
methods to solve social problems was demonstrated successfully by many researchers such as
Sherif’s work on conflict resolution in 1966; and Lewin et al.’s work on the effects of autocratic
leadership in 1939 etc.

The events around World War II and events of the 1960s sparked keen interest in applied social
psychology. Many powerful social and political events such as assassinations of John F. Kennedy,
women’s liberation movement, war in Vietnam, civil rights movement, race riots etc. forced increased
attention on a variety of pressing social issues endemic to American society (Ross, Lepper, & Ward,
2010). Other problems were violence, prejudice, social injustice etc. There were increased cries
within psychology and society for psychology to become more socially relevant (Jones, 1998; Reich,
1981). However, the over-reliance on laboratory experiments was criticized. Emergence of the field
of applied social psychology started with the publication of a series of articles in American
Psychologist in 1969 focusing on the relationship between science and social issues.

Several notable developments were also observed such as establishment of Journal of Applied Social
Psychology, in 1970s; first doctoral program in applied social psychology at Loyola University,
Chicago in 1974; Journal of Basic and Applied Social Psychology in 1980 and the first textbook in
applied social psychology named Fisher’s Social Psychology: An applied approach in 1982.

4. Applied Social Psychology as a Science

Both basic and applied social psychologies are sciences. Science refers to reliance on scientific methods,
and following the core values of science. A core set of values must be adopted to qualify as scientific
study which are accuracy i.e., gathering and evaluating information which is carefully examined and
error free; skepticism i.e., accepting findings only to the extent that they have been verified over and
over; objectivity i.e., minimizing bias in obtaining and evaluating data and open-mindedness i.e.,

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accepting evidence as valid even if the evidence is not

consistent with one’s initial beliefs and theories (Baron &
Byrne, 2004).

Goals of Science
Both basic and applied social psychologists are motivated by four main goals of science which are
description, causality, prediction and explanation.

Causes of behaviors and cognitions

Both basic and applied social psychologists are interested in understanding the factors that affect the
thoughts and behaviors of people regarding other people. Thus, psychologists should take social,
individual, situational, biological and cultural factors as well as interaction between these factors into
account.

Control in science is manipulating conditions that will cause changes in a phenomenon. Applied social
psychology aims to bring positive change. It aims at improving the functioning of people. Applied social
psychologists conduct researches that inturn help them in understanding the nature and causes of
phenomena that concern them.

There is a guarantee that research findings are a valid reflection of the phenomenon because of adherence
to scientific values.

5. Role of theory in applied social psychology

 Theories help in understanding causes of social problems and in suggesting techniques to solve
problems.
 Theories provide explanations for human behavior and help in developing interventions.
 Theories provide coherent frameworks for understanding behaviors that cause social problems.
 Theories help in understanding and interpreting results of research.
 Theories help in understanding why and how things are related and whether further research work
is needed.

In an applied setting, theories can be made practical. This can be done by implementing intervention
based on a theory and collecting data to see if the expected results occur.

6. Features of applied social psychology

The role of personal values
When social psychologists start implementing control and developing strategies to change other’s lives,
their personal values take on added importance (Mayo & La France, 1980; Sapsford & Dallos, 1998).

Applied social psychology is not value free. The moment when applied social psychologists decide about
the problems to study, sample to study and about what changes should be brought about, explains that
values play an important role in applied social psychology. Therefore, applied social psychologists should
be aware of their personal values and the way their values might affect their work.

The use of multiple theories, intervention techniques and research methods

Since applied social psychologists use an inductive approach they often do not apply single theories
intervention techniques or methods. Since various factors can cause a particular social problem, a wide

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range of variables is considered when trying to understand such

problems. Also, since a single theory focuses on limited
variables, thus problems should be studied form different theoretical perspectives.

Interdisciplinary research
Many societal problems may occur due to a wide range of factors such as sociological, economic,
political or organizational factors. This implies that social psychologists should be aware of the research
contributions and should have knowledge bases of other science disciplines. Thus, along with social
science knowledge, knowledge from a wide range of other disciplines should be taken into consideration.

Social utility
Applied social psychology aims to understand and solve different kinds of social problems and to increase
quality of life. Knowledge and methods of social psychology are highly useful in achieving these goals.
The social utility of applied social psychology increases if scientists focus on those aspects of a social
problem where they are likely to have the most impact in resolving the problem. According to Zimbardo
(2002), applied social psychologists should focus their attention on problems such as AIDS, prejudice and
discrimination, substance abuse, crime and juvenile delinquency, minority student dropout rates etc.

7. Various Roles of Applied Social Psychologists

Researcher
Applied social psychologists conduct researches on social and practical issues and apply the findings for
resolving problems. They do so in different ways. Applied social psychologists study the antecedents of
behavior that causes social problems. They also evaluate the effects of intervention on behavior,
cognitions, social problems and individual quality of life.

Consultant
As a consultant, applied social psychologists assist individual, organizations, groups or communities to
resolve particular problems they are facing. They are concerned with training and development,
managing, coaching, public relations, marketing and communication.

Policy Advisor
Applied social psychologists also take active part in policy making by public and governmental agencies
or business or civic organizations. As a policy advisor, they advise policy makers on ways to change
behavior and cognitions to solve social problems. They also assist agencies and organizations in
designing intervention programs.

Program designer
The applied social psychologists are also involved in developing or improving interventions designed to
find solutions for social and practical problems.

Evaluation researcher
As an evaluation researcher, the applied social psychologist applies the research methods of social science
to evaluate the process and outcomes of interventions such as social programs and policies.

Action researcher
As an action researcher, the applied social psychologist actively participates in a change situation while
simultaneously conducting research. Larger organizations or institutions also take help of action
researcher, guided by professional researchers, to improve their strategies, practices and knowledge of the
environments within which they practice. They work with others to propose a new course of action to
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help their community improve its work practices. Thus, as an

action researcher, the applied social psychologist works closely
with an organization or a community group to resolve a particular problem.

Advocate
As an advocate, the applied social psychologist functions within the political domain. According to Fisher
(1982), “The advocate uses his/her expertise to press for social change, usually in collaboration with a
specific group, lobby, or institution that is working to change some aspect of the socio-political system.

8. Intervening in practical problems

It is important to understand which behavior causes the given problem in order to design an effective
solution for social problem. Focus should be on those aspects of a social problem where interventions
would have the most impact. It is also important to examine which factors influence the particular
behavior. Thus, it is required to understand which intervention techniques are available.

For instance, in case of road accidents, interventions should focus on changing attitudes and social norms
related to speeding, wearing helmets, curbing drunk driving or encouraging the use of seat belts etc. with
the help of information campaigns. They should also evaluate the effects of interventions by examining to
what extent interventions did indeed change behavior and also how they can be improved.

To summarize, applied social psychologists must focus on those aspects of a social problem where they
would have the most impact in bringing about a change. This basic principle should be kept in mind when
deciding which problem to focus upon, which variables to concentrate on and what kind of interventions
to use in managing the problem.

9. Applied Social Psychology in India

There was hardly any mention of social psychology in textbooks before 1950. It was first mentioned in
the textbook by Krech & Crutchfield in 1948 with a subheading "applied social psychology". Handbook
of Social Psychology by Lindzey (1954) had one chapter on applied social psychology. Post World War
II, interest in applied social psychology started increasing.

In India, there were two surveys (sponsored by the ICSSR); one till 1970 (edited by Mitra, 1972) and the
other till 1976 (edited by Pareek (1980-1981). These surveys reflect the nature of work done by Indian

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scholars in the field of applied social psychology. In India,

social psychology is sometimes characterized as Questionnaire
Psychology (Sinha, 1981). Contribution of psychologists in India in analyzing rural problems is
noteworthy (Jahoda, 1980). In India, applied social psychologists focus on issues such as motivational
dimensions of rural development; population control; communication and diffusion of innovations related
to agriculture, family, law, health, poverty, prejudice, problems of identity and violence etc.

9.1 Challenges and Possibilities

In India, responses to social problems have been diverse. On one extreme, scholars think that psychology
plays a vital role in almost all areas of change and management. For example, psychology plays a crucial
role in policy formulation, its implementation and its evaluation. On the other extreme, scholars think that
the main concern of psychology is to understand and explain behavioral phenomena. They try to analyze
the problem from purely academic perspective. The majority of psychologists fall in between the two
extremes.

9.2 Emerging Themes

Need for Indigenization

Realization of the limits of western theories and models is very important for understanding and
interpreting Indian social reality. Since some social behaviors are culture specific, Western concepts have
limited value in understanding and interpreting our reality (Misra, 1987; Mogaddam, 1987; Tripathi,
1988). Therefore, social psychology should rely on the constructs which are relevant to the societal and
cultural context. This shows that it is important to redefine variables and adopt culturally relevant terms.

Multidisciplinary Approach to the Study of Social Change

Developing countries often face issues of regulating social change. Poverty and deprivation are individual
as well as group level phenomena. Their manifestations are related to social reality. Both the individual
and systemic levels are involved. A comprehensive analysis of the problem would be possible only if
social scientists communicate with each other and accept the contributions of each other.

Toward a Policy Oriented Research

According to Sinha (1988), psychologists have to operationalize the indicators of development and
demonstrate how the goals of development can be realized by modifying or introducing new systems;
applying psychological principles of resource allocation and utilization and lastly implementing the
schemes through individuals’ participation. This requires action research; confronting the interests and
helping out individuals to claim the resources they deserve.

9.3 Need for Reorienting Social Psychology

Social psychology should also focus on the socio- economic transformation occurring in the society.
Contemporary social psychology is not suitable for dealing with macro- level variables as it focuses much
on the individual (Sinha, 1985). The studies tend to pay little attention to the changes across different time
periods. Thus, rather than using experimental method and self- report measures, researchers must use
quasi experimental designs and unobtrusive measures.

According to Fisher (1982), applied social psychology aims at understanding human behavior as a
complex multi-determined process and seeks to ameliorate social problems through the application of
theories, research methods, and practice skills. He has laid down the main concerns of applied social
psychology to interdisciplinary collaboration, continuous integration of theory research and practice,
application of a variety of research methods, commitment to continuous professional development and

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role versatility etc. (Fisher, 1987). This requires the researchers

to go beyond the boundaries of theoretical assumptions and
methodological framework.

10. Summary
 According to Oskamp & Schultz (1998), applied social psychology can be defined as the
systematic application of social psychological constructs, theories, research methods, principles,
intervention techniques, and research findings to understand social problems.

 The scientific basis of applied social psychology can be traced back to the work of social
psychologist Kurt Lewin in 1936. The events around World War II and events of the 1960s
sparked keen interest in applied social psychology.

 Both basic and applied social psychologies are sciences. Science refers to reliance on scientific
methods and following the core values of science.

 The main features of applied social psychology involve the role of personal values, the use of
multiple theories, intervention techniques and research methods, interdisciplinary research and
social utility.

 The various roles of applied social psychologists include researcher, consultant, policy advisor,
program designer, action researcher, evaluation researcher, advocate etc.

 Applied social psychologists should focus their attention on those aspects of a social problem
where they would have the most impact in bringing about a change.

 In India, applied social psychologists focus on issues such as motivational dimensions of rural
development; population control; communication and diffusion of innovations related to
agriculture, family, law, health, poverty, prejudice, problems of identity and violence etc.

PSYCHOLOGY PSY_P7: SOCIAL PSYCHOLOGY

M_32: INTRODUCTION TO APPLIED SOCIAL PSYCHOLOGY