Chapter 1 Introducing Psychology

The Problem of Intuition

The results of these “everyday” research projects can teach us many principles of human behavior. We learn through experience that if we give someone bad news, he or she may blame us even though the news was not our fault. We learn that people may become depressed after they fail at an important task. We see that aggressive behavior occurs frequently in our society, and we develop theories to explain why this is so. These insights are part of everyday social life. In fact, much research in psychology involves the scientific study of everyday behavior (Heider, 1958; Kelley, 1967).Heider, F. (1958). The psychology of interpersonal relations. Hillsdale, NJ: Erlbaum; Kelley, H. H. (1967). Attribution theory in social psychology. In D. Levine (Ed.), Nebraska symposium on motivation (Vol. 15, pp. 192–240). Lincoln: University of Nebraska Press.

The problem, however, with the way people collect and interpret data in their everyday lives is that they are not always particularly thorough. Often, when one explanation for an event seems “right,” we adopt that explanation as the truth even when other explanations are possible and potentially more accurate. For example, eyewitnesses to violent crimes are often extremely confident in their identifications of the perpetrators of these crimes. But research finds that eyewitnesses are no less confident in their identifications when they are incorrect than when they are correct (Cutler & Wells, 2009; Wells & Hasel, 2008).Cutler, B. L., & Wells, G. L. (2009). Expert testimony regarding eyewitness identification. In J. L. Skeem, S. O. Lilienfeld, & K. S. Douglas (Eds.), Psychological science in the courtroom: Consensus and controversy (pp. 100–123). New York, NY: Guilford Press; Wells, G. L., & Hasel, L. E. (2008). Eyewitness identification: Issues in common knowledge and generalization. In E. Borgida & S. T. Fiske (Eds.), Beyond common sense: Psychological science in the courtroom (pp. 159–176). Malden, NJ: Blackwell. People may also become convinced of the existence of extrasensory perception (ESP), or the predictive value of astrology, when there is no evidence for either (Gilovich, 1993).Gilovich, T. (1993). How we know what isn’t so: The fallibility of human reason in everyday life. New York, NY: Free Press. Furthermore, psychologists have also found that there are a variety of cognitive and motivational biases that frequently influence our perceptions and lead us to draw erroneous conclusions (Fiske & Taylor, 2007; Hsee & Hastie, 2006).Fiske, S. T., & Taylor, S. E. (2007). Social cognition: From brains to culture. New York, NY: McGraw-Hill.; Hsee, C. K., & Hastie, R. (2006). Decision and experience: Why don’t we choose what makes us happy? Trends in Cognitive Sciences, 10(1), 31–37. In summary, accepting explanations for events without testing them thoroughly may lead us to think that we know the causes of things when we really do not.

Once we learn about the outcome of a given event (e.g., when we read about the results of a research project), we frequently believe that we would have been able to predict the outcome ahead of time. For instance, if half of a class of students is told that research concerning attraction between people has demonstrated that “opposites attract” and the other half is told that research has demonstrated that “birds of a feather flock together,” most of the students will report believing that the outcome that they just read about is true, and that they would have predicted the outcome before they had read about it. Of course, both of these contradictory outcomes cannot be true. (In fact, psychological research finds that “birds of a feather flock together” is generally the case.) The problem is that just reading a description of research findings leads us to think of the many cases we know that support the findings, and thus makes them seem believable. The tendency to think that we could have predicted something that has already occurred that we probably would not have been able to predict is called the hindsight biasThe tendency to think that we could have predicted something that has already occurred that we probably would not have been able to predict..

Why Psychologists Rely on Empirical Methods

All scientists, whether they are physicists, chemists, biologists, sociologists, or psychologists, use empirical methods to study the topics that interest them. Empirical methods include the processes of collecting and organizing data and drawing conclusions about those data. The empirical methods used by scientists have developed over many years and provide a basis for collecting, analyzing, and interpreting data within a common framework in which information can be shared. We can label the scientific methodThe set of assumptions, rules, and procedures that scientists use to conduct empirical research. as the set of assumptions, rules, and procedures that scientists use to conduct empirical research.

Figure 1.2

Psychologists use a variety of techniques to measure and understand human behavior.

Sources: Poster photo courtesy of Wesleyan University, http://newsletter.blogs.wesleyan.edu/files/2009/04/psychposter11.jpg. Language lab photo courtesy of Evansville University, http://psychology.evansville.edu/langlab.jpg. Other photo © Thinkstock.

Although scientific research is an important method of studying human behavior, not all questions can be answered using scientific approaches. Statements that cannot be objectively measured or objectively determined to be true or false are not within the domain of scientific inquiry. Scientists therefore draw a distinction between values and facts. Values are personal statements such as “Abortion should not be permitted in this country,” “I will go to heaven when I die,” or “It is important to study psychology.” Facts are objective statements determined to be accurate through empirical study. Examples are “There were more than 21,000 homicides in the United States in 2009,” or “Research demonstrates that individuals who are exposed to highly stressful situations over long periods of time develop more health problems than those who are not.”

Because values cannot be considered to be either true or false, science cannot prove or disprove them. Nevertheless, as shown in Table 1.1 "Examples of Values and Facts in Scientific Research", research can sometimes provide facts that can help people develop their values. For instance, science may be able to objectively measure the impact of unwanted children on a society or the psychological trauma suffered by women who have abortions. The effect of capital punishment on the crime rate in the United States may also be determinable. This factual information can and should be made available to help people formulate their values about abortion and capital punishment, as well as to enable governments to articulate appropriate policies. Values also frequently come into play in determining what research is appropriate or important to conduct. For instance, the U.S. government has recently supported and provided funding for research on HIV, AIDS, and terrorism, while denying funding for research using human stem cells.

Although scientists use research to help establish facts, the distinction between values and facts is not always clear-cut. Sometimes statements that scientists consider to be factual later, on the basis of further research, turn out to be partially or even entirely incorrect. Although scientific procedures do not necessarily guarantee that the answers to questions will be objective and unbiased, science is still the best method for drawing objective conclusions about the world around us. When old facts are discarded, they are replaced with new facts based on newer and more correct data. Although science is not perfect, the requirements of empiricism and objectivity result in a much greater chance of producing an accurate understanding of human behavior than is available through other approaches.

Levels of Explanation in Psychology

The study of psychology spans many different topics at many different levels of explanationThe perspectives that are used to understand behavior., which are the perspectives that are used to understand behavior. Lower levels of explanation are more closely tied to biological influences, such as genes, neurons, neurotransmitters, and hormones, whereas the middle levels of explanation refer to the abilities and characteristics of individual people, and the highest levels of explanation relate to social groups, organizations, and cultures (Cacioppo, Berntson, Sheridan, & McClintock, 2000).Cacioppo, J. T., Berntson, G. G., Sheridan, J. F., & McClintock, M. K. (2000). Multilevel integrative analyses of human behavior: Social neuroscience and the complementing nature of social and biological approaches. Psychological Bulletin, 126(6), 829–843.

The same topic can be studied within psychology at different levels of explanation, as shown in Figure 1.3 "Levels of Explanation". For instance, the psychological disorder known as depression affects millions of people worldwide and is known to be caused by biological, social, and cultural factors. Studying and helping alleviate depression can be accomplished at low levels of explanation by investigating how chemicals in the brain influence the experience of depression. This approach has allowed psychologists to develop and prescribe drugs, such as Prozac, which may decrease depression in many individuals (Williams, Simpson, Simpson, & Nahas, 2009).Williams, N., Simpson, A. N., Simpson, K., & Nahas, Z. (2009). Relapse rates with long-term antidepressant drug therapy: A meta-analysis. Human Psychopharmacology: Clinical and Experimental, 24(5), 401–408. At the middle levels of explanation, psychological therapy is directed at helping individuals cope with negative life experiences that may cause depression. And at the highest level, psychologists study differences in the prevalence of depression between men and women and across cultures. The occurrence of psychological disorders, including depression, is substantially higher for women than for men, and it is also higher in Western cultures, such as in the United States, Canada, and Europe, than in Eastern cultures, such as in India, China, and Japan (Chen, Wang, Poland, & Lin, 2009; Seedat et al., 2009).Chen, P.-Y., Wang, S.-C., Poland, R. E., & Lin, K.-M. (2009). Biological variations in depression and anxiety between East and West. CNS Neuroscience & Therapeutics, 15(3), 283–294; Seedat, S., Scott, K. M., Angermeyer, M. C., Berglund, P., Bromet, E. J., Brugha, T. S.,…Kessler, R. C. (2009). Cross-national associations between gender and mental disorders in the World Health Organization World Mental Health Surveys. Archives of General Psychiatry, 66(7), 785–795. These sex and cultural differences provide insight into the factors that cause depression. The study of depression in psychology helps remind us that no one level of explanation can explain everything. All levels of explanation, from biological to personal to cultural, are essential for a better understanding of human behavior.

Figure 1.3 Levels of Explanation

The Challenges of Studying Psychology

Understanding and attempting to alleviate the costs of psychological disorders such as depression is not easy, because psychological experiences are extremely complex. The questions psychologists pose are as difficult as those posed by doctors, biologists, chemists, physicists, and other scientists, if not more so (Wilson, 1998).Wilson, E. O. (1998). Consilience: The unity of knowledge. New York, NY: Vintage Books.

A major goal of psychology is to predict behavior by understanding its causes. Making predictions is difficult in part because people vary and respond differently in different situations. Individual differencesThe variations among people on physical or psychological dimensions. are the variations among people on physical or psychological dimensions. For instance, although many people experience at least some symptoms of depression at some times in their lives, the experience varies dramatically among people. Some people experience major negative events, such as severe physical injuries or the loss of significant others, without experiencing much depression, whereas other people experience severe depression for no apparent reason. Other important individual differences that we will discuss in the chapters to come include differences in extraversion, intelligence, self-esteem, anxiety, aggression, and conformity.

Because of the many individual difference variables that influence behavior, we cannot always predict who will become aggressive or who will perform best in graduate school or on the job. The predictions made by psychologists (and most other scientists) are only probabilistic. We can say, for instance, that people who score higher on an intelligence test will, on average, do better than people who score lower on the same test, but we cannot make very accurate predictions about exactly how any one person will perform.

Another reason that it is difficult to predict behavior is that almost all behavior is multiply determined, or produced by many factors. And these factors occur at different levels of explanation. We have seen, for instance, that depression is caused by lower-level genetic factors, by medium-level personal factors, and by higher-level social and cultural factors. You should always be skeptical about people who attempt to explain important human behaviors, such as violence, child abuse, poverty, anxiety, or depression, in terms of a single cause.

Furthermore, these multiple causes are not independent of one another; they are associated such that when one cause is present other causes tend to be present as well. This overlap makes it difficult to pinpoint which cause or causes are operating. For instance, some people may be depressed because of biological imbalances in neurotransmitters in their brain. The resulting depression may lead them to act more negatively toward other people around them, which then leads those other people to respond more negatively to them, which then increases their depression. As a result, the biological determinants of depression become intertwined with the social responses of other people, making it difficult to disentangle the effects of each cause.

Another difficulty in studying psychology is that much human behavior is caused by factors that are outside our conscious awareness, making it impossible for us, as individuals, to really understand them. The role of unconscious processes was emphasized in the theorizing of the Austrian neurologist Sigmund Freud (1856–1939), who argued that many psychological disorders were caused by memories that we have repressed and thus remain outside our consciousness. Unconscious processes will be an important part of our study of psychology, and we will see that current research has supported many of Freud’s ideas about the importance of the unconscious in guiding behavior.

Early Psychologists

The earliest psychologists that we know about are the Greek philosophers Plato (428–347 BC) and Aristotle (384–322 BC). These philosophers asked many of the same questions that today’s psychologists ask; for instance, they questioned the distinction between nature and nurture and the existence of free will. In terms of the former, Plato argued on the nature side, believing that certain kinds of knowledge are innate or inborn, whereas Aristotle was more on the nurture side, believing that each child is born as an “empty slate” (in Latin a tabula rasa) and that knowledge is primarily acquired through learning and experience.

Figure 1.7

The earliest psychologists were the Greek philosophers Plato (left) and Aristotle. Plato believed that much knowledge was innate, whereas Aristotle thought that each child was born as an “empty slate” and that knowledge was primarily acquired through learning and experience.

Sources: Plato photo courtesy of http://commons.wikimedia.org/wiki/File:Platon2.jpg. Aristotle photo courtesy of Giovanni Dall'Orto, http://commons.wikimedia.org/wiki/File:Busto_di_Aristotele_conservato_a_Palazzo_Altaemps, _Roma._Foto_di_Giovanni_Dall%27Orto.jpg.

European philosophers continued to ask these fundamental questions during the Renaissance. For instance, the French philosopher René Descartes (1596–1650) also considered the issue of free will, arguing in its favor and believing that the mind controls the body through the pineal gland in the brain (an idea that made some sense at the time but was later proved incorrect). Descartes also believed in the existence of innate natural abilities. A scientist as well as a philosopher, Descartes dissected animals and was among the first to understand that the nerves controlled the muscles. He also addressed the relationship between mind (the mental aspects of life) and body (the physical aspects of life). Descartes believed in the principle of dualism: that the mind is fundamentally different from the mechanical body. Other European philosophers, including Thomas Hobbes (1588–1679), John Locke (1632–1704), and Jean-Jacques Rousseau (1712–1778), also weighed in on these issues.

The fundamental problem that these philosophers faced was that they had few methods for settling their claims. Most philosophers didn’t conduct any research on these questions, in part because they didn’t yet know how to do it, and in part because they weren’t sure it was even possible to objectively study human experience. But dramatic changes came during the 1800s with the help of the first two research psychologists: the German psychologist Wilhelm Wundt (1832–1920), who developed a psychology laboratory in Leipzig, Germany, and the American psychologist William James (1842–1910), who founded a psychology laboratory at Harvard University.

Structuralism: Introspection and the Awareness of Subjective Experience

Wundt’s research in his laboratory in Liepzig focused on the nature of consciousness itself. Wundt and his students believed that it was possible to analyze the basic elements of the mind and to classify our conscious experiences scientifically. Wundt began the field known as structuralismA school of psychology whose goal was to identify the basic elements (or “structures”) of psychological experience., a school of psychology whose goal was to identify the basic elements or “structures” of psychological experience. Its goal was to create a “periodic table” of the “elements of sensations,” similar to the periodic table of elements that had recently been created in chemistry.

Structuralists used the method of introspection to attempt to create a map of the elements of consciousness. IntrospectionA method of learning about psychological processes in which research participants are asked to describe exactly what they experience as they work on mental tasks. involves asking research participants to describe exactly what they experience as they work on mental tasks, such as viewing colors, reading a page in a book, or performing a math problem. A participant who is reading a book might report, for instance, that he saw some black and colored straight and curved marks on a white background. In other studies the structuralists used newly invented reaction time instruments to systematically assess not only what the participants were thinking but how long it took them to do so. Wundt discovered that it took people longer to report what sound they had just heard than to simply respond that they had heard the sound. These studies marked the first time researchers realized that there is a difference between the sensation of a stimulus and the perception of that stimulus, and the idea of using reaction times to study mental events has now become a mainstay of cognitive psychology.

Figure 1.8

Wilhelm Wundt (seated at left) and Edward Titchener (right) helped create the structuralist school of psychology. Their goal was to classify the elements of sensation through introspection.

Sources: Wundt photo courtesy of Kenosis, http://commons.wikimedia.org/wiki/File:Wundt-research-group.jpg. Titchener photo courtesy of Amaro Studios, http://www.flickr.com/photos/39584782@N08/4197763373.

Perhaps the best known of the structuralists was Edward Bradford Titchener (1867–1927). Titchener was a student of Wundt who came to the United States in the late 1800s and founded a laboratory at Cornell University. In his research using introspection, Titchener and his students claimed to have identified more than 40,000 sensations, including those relating to vision, hearing, and taste.

An important aspect of the structuralist approach was that it was rigorous and scientific. The research marked the beginning of psychology as a science, because it demonstrated that mental events could be quantified. But the structuralists also discovered the limitations of introspection. Even highly trained research participants were often unable to report on their subjective experiences. When the participants were asked to do simple math problems, they could easily do them, but they could not easily answer how they did them. Thus the structuralists were the first to realize the importance of unconscious processes—that many important aspects of human psychology occur outside our conscious awareness, and that psychologists cannot expect research participants to be able to accurately report on all of their experiences.

Functionalism and Evolutionary Psychology

In contrast to Wundt, who attempted to understand the nature of consciousness, the goal of William James and the other members of the school of functionalismA school of psychology whose goal was to understand why animals and humans have developed the particular psychological aspects that they currently possess. was to understand why animals and humans have developed the particular psychological aspects that they currently possess (Hunt, 1993).Hunt, M. (1993). The story of psychology. New York, NY: Anchor Books. For James, one’s thinking was relevant only to one’s behavior. As he put it in his psychology textbook, “My thinking is first and last and always for the sake of my doing” (James, 1890).James, W. (1890). The principles of psychology. New York, NY: Dover.

James and the other members of the functionalist school were influenced by Charles Darwin’s (1809–1882) theory of natural selection, which proposed that the physical characteristics of animals and humans evolved because they were useful, or functional. The functionalists believed that Darwin’s theory applied to psychological characteristics too. Just as some animals have developed strong muscles to allow them to run fast, the human brain, so functionalists thought, must have adapted to serve a particular function in human experience.

Figure 1.9

The functionalist school of psychology, founded by the American psychologist William James (left), was influenced by the work of Charles Darwin.

Source: James photo courtesy of http://commons.wikimedia.org/wiki/File:William_James,_philosopher.jpg. Darwin portrait courtesy of George Richmond, http://commons.wikimedia.org/wiki/File:Charles_Darwin_by_G._Richmond.jpg.

Although functionalism no longer exists as a school of psychology, its basic principles have been absorbed into psychology and continue to influence it in many ways. The work of the functionalists has developed into the field of evolutionary psychologyA branch of psychology that applies the Darwinian theory of natural selection to human and animal behavior., a branch of psychology that applies the Darwinian theory of natural selection to human and animal behavior (Dennett, 1995; Tooby & Cosmides, 1992).Dennett, D. (1995). Darwin’s dangerous idea: Evolution and the meanings of life. New York, NY: Simon and Schuster; Tooby, J., & Cosmides, L. (1992). The psychological foundations of culture. In J. H. Barkow & L. Cosmides (Eds.), The adapted mind: Evolutionary psychology and the generation of culture (p. 666). New York, NY: Oxford University Press. Evolutionary psychology accepts the functionalists’ basic assumption, namely that many human psychological systems, including memory, emotion, and personality, serve key adaptive functions. As we will see in the chapters to come, evolutionary psychologists use evolutionary theory to understand many different behaviors including romantic attraction, stereotypes and prejudice, and even the causes of many psychological disorders.

A key component of the ideas of evolutionary psychology is fitness. FitnessThe extent to which having a given genetic characteristic helps an individual organism survive and reproduce at a higher rate than do other members of the species who do not have the characteristic. refers to the extent to which having a given characteristic helps the individual organism survive and reproduce at a higher rate than do other members of the species who do not have the characteristic. Fitter organisms pass on their genes more successfully to later generations, making the characteristics that produce fitness more likely to become part of the organism’s nature than characteristics that do not produce fitness. For example, it has been argued that the emotion of jealousy has survived over time in men because men who experience jealousy are more fit than men who do not. According to this idea, the experience of jealously leads men to be more likely to protect their mates and guard against rivals, which increases their reproductive success (Buss, 2000).Buss, D. M. (2000). The dangerous passion: Why jealousy is as necessary as love and sex. New York, NY: Free Press.

Despite its importance in psychological theorizing, evolutionary psychology also has some limitations. One problem is that many of its predictions are extremely difficult to test. Unlike the fossils that are used to learn about the physical evolution of species, we cannot know which psychological characteristics our ancestors possessed or did not possess; we can only make guesses about this. Because it is difficult to directly test evolutionary theories, it is always possible that the explanations we apply are made up after the fact to account for observed data (Gould & Lewontin, 1979).Gould, S. J., & Lewontin, R. C. (1979). The spandrels of San Marco and the Panglossian paradigm: A critique of the adaptationist programme. In Proceedings of the Royal Society of London (Series B, Vol. 205, pp. 581–598). Nevertheless, the evolutionary approach is important to psychology because it provides logical explanations for why we have many psychological characteristics.

Psychodynamic Psychology

Perhaps the school of psychology that is most familiar to the general public is the psychodynamic approach to understanding behavior, which was championed by Sigmund Freud (1856–1939) and his followers. Psychodynamic psychologyAn approach to understanding human behavior that focuses on the role of unconscious thoughts, feelings, and memories. is an approach to understanding human behavior that focuses on the role of unconscious thoughts, feelings, and memories. Freud developed his theories about behavior through extensive analysis of the patients that he treated in his private clinical practice. Freud believed that many of the problems that his patients experienced, including anxiety, depression, and sexual dysfunction, were the result of the effects of painful childhood experiences that the person could no longer remember.

Figure 1.10

Sigmund Freud and the other psychodynamic psychologists believed that many of our thoughts and emotions are unconscious. Psychotherapy was designed to help patients recover and confront their “lost” memories.

Source: Photo courtesy of Max Halberstadt, http://commons.wikimedia.org/wiki/File:Sigmund_Freud_LIFE.jpg.

Freud’s ideas were extended by other psychologists whom he influenced, including Carl Jung (1875–1961), Alfred Adler (1870–1937), Karen Horney (1855–1952), and Erik Erikson (1902–1994). These and others who follow the psychodynamic approach believe that it is possible to help the patient if the unconscious drives can be remembered, particularly through a deep and thorough exploration of the person’s early sexual experiences and current sexual desires. These explorations are revealed through talk therapy and dream analysis, in a process called psychoanalysis.

The founders of the school of psychodynamics were primarily practitioners who worked with individuals to help them understand and confront their psychological symptoms. Although they did not conduct much research on their ideas, and although later, more sophisticated tests of their theories have not always supported their proposals, psychodynamics has nevertheless had substantial impact on the field of psychology, and indeed on thinking about human behavior more generally (Moore & Fine, 1995).Moore, B. E., & Fine, B. D. (1995). Psychoanalysis: The major concepts. New Haven, CT: Yale University Press. The importance of the unconscious in human behavior, the idea that early childhood experiences are critical, and the concept of therapy as a way of improving human lives are all ideas that are derived from the psychodynamic approach and that remain central to psychology.

Behaviorism and the Question of Free Will

Although they differed in approach, both structuralism and functionalism were essentially studies of the mind. The psychologists associated with the school of behaviorism, on the other hand, were reacting in part to the difficulties psychologists encountered when they tried to use introspection to understand behavior. BehaviorismA school of psychology that is based on the premise that it is not possible to objectively study the mind, and therefore that psychologists should limit their attention to the study of behavior itself. is a school of psychology that is based on the premise that it is not possible to objectively study the mind, and therefore that psychologists should limit their attention to the study of behavior itself. Behaviorists believe that the human mind is a “black box” into which stimuli are sent and from which responses are received. They argue that there is no point in trying to determine what happens in the box because we can successfully predict behavior without knowing what happens inside the mind. Furthermore, behaviorists believe that it is possible to develop laws of learning that can explain all behaviors.

The first behaviorist was the American psychologist John B. Watson (1878–1958). Watson was influenced in large part by the work of the Russian physiologist Ivan Pavlov (1849–1936), who had discovered that dogs would salivate at the sound of a tone that had previously been associated with the presentation of food. Watson and the other behaviorists began to use these ideas to explain how events that people and other organisms experienced in their environment (stimuli) could produce specific behaviors (responses). For instance, in Pavlov’s research the stimulus (either the food or, after learning, the tone) would produce the response of salivation in the dogs.

In his research Watson found that systematically exposing a child to fearful stimuli in the presence of objects that did not themselves elicit fear could lead the child to respond with a fearful behavior to the presence of the stimulus (Watson & Rayner, 1920; Beck, Levinson, & Irons, 2009).Watson, J. B., Rayner, R. (1920). Conditioned emotional reactions. Journal of Experimental Psychology, 3(1), 1–14; Beck, H. P., Levinson, S., & Irons, G. (2009). Finding Little Albert: A journey to John B. Watson’s infant laboratory. American Psychologist, 64(7), 605–614. In the best known of his studies, an 8-month-old boy named Little Albert was used as the subject. Here is a summary of the findings:

In line with the behaviorist approach, the boy had learned to associate the white rat with the loud noise, resulting in crying.

Figure 1.11

B. F. Skinner was a member of the behaviorist school of psychology. He argued that free will is an illusion and that all behavior is determined by environmental factors.

Source: Photo courtesy of http://commons.wikimedia.org/wiki/File:B.F._Skinner_at_Harvard_circa _1950.jpg.

The most famous behaviorist was Burrhus Frederick (B. F.) Skinner (1904–1990), who expanded the principles of behaviorism and also brought them to the attention of the public at large. Skinner used the ideas of stimulus and response, along with the application of rewards or reinforcements, to train pigeons and other animals. And he used the general principles of behaviorism to develop theories about how best to teach children and how to create societies that were peaceful and productive. Skinner even developed a method for studying thoughts and feelings using the behaviorist approach (Skinner, 1957, 1968, 1972).Skinner, B. (1957). Verbal behavior. Acton, MA: Copley; Skinner, B. (1968). The technology of teaching. New York, NY: Appleton-Century-Crofts; Skinner, B. (1972). Beyond freedom and dignity. New York, NY: Vintage Books.

The behaviorists made substantial contributions to psychology by identifying the principles of learning. Although the behaviorists were incorrect in their beliefs that it was not possible to measure thoughts and feelings, their ideas provided new ideas that helped further our understanding regarding the nature-nurture debate as well as the question of free will. The ideas of behaviorism are fundamental to psychology and have been developed to help us better understand the role of prior experiences in a variety of areas of psychology.

The Cognitive Approach and Cognitive Neuroscience

Science is always influenced by the technology that surrounds it, and psychology is no exception. Thus it is no surprise that beginning in the 1960s, growing numbers of psychologists began to think about the brain and about human behavior in terms of the computer, which was being developed and becoming publicly available at that time. The analogy between the brain and the computer, although by no means perfect, provided part of the impetus for a new school of psychology called cognitive psychology. Cognitive psychologyA field of psychology that studies mental processes, including perception, thinking, memory, and judgment. is a field of psychology that studies mental processes, including perception, thinking, memory, and judgment. These actions correspond well to the processes that computers perform.

Although cognitive psychology began in earnest in the 1960s, earlier psychologists had also taken a cognitive orientation. Some of the important contributors to cognitive psychology include the German psychologist Hermann Ebbinghaus (1850–1909), who studied the ability of people to remember lists of words under different conditions, and the English psychologist Sir Frederic Bartlett (1886–1969), who studied the cognitive and social processes of remembering. Bartlett created short stories that were in some ways logical but also contained some very unusual and unexpected events. Bartlett discovered that people found it very difficult to recall the stories exactly, even after being allowed to study them repeatedly, and he hypothesized that the stories were difficult to remember because they did not fit the participants’ expectations about how stories should go. The idea that our memory is influenced by what we already know was also a major idea behind the cognitive-developmental stage model of Swiss psychologist Jean Piaget (1896–1980). Other important cognitive psychologists include Donald E. Broadbent (1926–1993), Daniel Kahneman (1934–), George Miller (1920–), Eleanor Rosch (1938–), and Amos Tversky (1937–1996).

Figure 1.12

Cognitive psychologists, such as (from left to right) Jean Piaget, George Miller, and Eleanor Rosch work to understand how people learn, remember, and make judgments about the world around them.

Sources: Piaget photo courtesy of David Kauppi, http://www.flickr.com/photos/vansterpsykologerna/3407151541/in/photostream. Miller photo courtesy of Association for Psychological Science http://www.psychologicalscience.org/anniversary/timeline.cfm. Rosch photo courtesy of the University of Pittsburgh, http://www.sis.pitt.edu/~mbsclass/hall_of_fame/rosch.html.

In its argument that our thinking has a powerful influence on behavior, the cognitive approach provided a distinct alternative to behaviorism. According to cognitive psychologists, ignoring the mind itself will never be sufficient because people interpret the stimuli that they experience. For instance, when a boy turns to a girl on a date and says, “You are so beautiful,” a behaviorist would probably see that as a reinforcing (positive) stimulus. And yet the girl might not be so easily fooled. She might try to understand why the boy is making this particular statement at this particular time and wonder if he might be attempting to influence her through the comment. Cognitive psychologists maintain that when we take into consideration how stimuli are evaluated and interpreted, we understand behavior more deeply.

Cognitive psychology remains enormously influential today, and it has guided research in such varied fields as language, problem solving, memory, intelligence, education, human development, social psychology, and psychotherapy. The cognitive revolution has been given even more life over the past decade as the result of recent advances in our ability to see the brain in action using neuroimaging techniques. NeuroimagingThe use of various techniques to provide pictures of the structure and function of the living brain. is the use of various techniques to provide pictures of the structure and function of the living brain (Ilardi & Feldman, 2001).Ilardi, S. S., & Feldman, D. (2001). The cognitive neuroscience paradigm: A unifying metatheoretical framework for the science and practice of clinical psychology. Journal of Clinical Psychology, 57(9), 1067–1088. These images are used to diagnose brain disease and injury, but they also allow researchers to view information processing as it occurs in the brain, because the processing causes the involved area of the brain to increase metabolism and show up on the scan. We have already discussed the use of one neuroimaging technique, functional magnetic resonance imaging (fMRI), in the research focus earlier in this section, and we will discuss the use of neuroimaging techniques in many areas of psychology in the chapters to follow.

Social-Cultural Psychology

A final school, which takes a higher level of analysis and which has had substantial impact on psychology, can be broadly referred to as the social-cultural approach. The field of social-cultural psychologyA field of psychology that focuses on how the social situations and the cultures in which people find themselves influence thinking and behavior. is the study of how the social situations and the cultures in which people find themselves influence thinking and behavior. Social-cultural psychologists are particularly concerned with how people perceive themselves and others, and how people influence each other’s behavior. For instance, social psychologists have found that we are attracted to others who are similar to us in terms of attitudes and interests (Byrne, 1969),Byrne, D. (1969). Attitudes and attraction. In L. Berkowitz (Ed.), Advances in experimental social psychology (Vol. 4, pp. 35–89). New York, NY: Academic Press. that we develop our own beliefs and attitudes by comparing our opinions to those of others (Festinger, 1954),Festinger, L. (1954). A theory of social comparison processes. Human Relations, 7, 117–140. and that we frequently change our beliefs and behaviors to be similar to those of the people we care about—a process known as conformity.

An important aspect of social-cultural psychology are social normsThe ways of thinking, feeling, or behaving that are shared by group members and are perceived by them as appropriate.—the ways of thinking, feeling, or behaving that are shared by group members and perceived by them as appropriate (Asch, 1952; Cialdini, 1993).Asch, S. E. (1952). Social psychology. Englewood Cliffs, NJ: Prentice Hall; Cialdini, R. B. (1993). Influence: Science and practice (3rd ed.). New York, NY: Harper Collins College. Norms include customs, traditions, standards, and rules, as well as the general values of the group. Many of the most important social norms are determined by the culture in which we live, and these cultures are studied by cross-cultural psychologists. A cultureA common set of social norms, including religious and family values and other moral beliefs, shared by the people who live in a geographical region. represents the common set of social norms, including religious and family values and other moral beliefs, shared by the people who live in a geographical region (Fiske, Kitayama, Markus, & Nisbett, 1998; Markus, Kitayama, & Heiman, 1996; Matsumoto, 2001).Fiske, A., Kitayama, S., Markus, H., & Nisbett, R. (1998). The cultural matrix of social psychology. In D. Gilbert, S. Fiske, & G. Lindzey (Eds.), The handbook of social psychology (4th ed., pp. 915–981). New York, NY: McGraw-Hill; Markus, H. R., Kitayama, S., & Heiman, R. J. (1996). Culture and “basic” psychological principles. In E. T. Higgins & A. W. Kruglanski (Eds.), Social psychology: Handbook of basic principles (pp. 857–913). New York, NY: Guilford Press; Matsumoto, D. (Ed.). (2001). The handbook of culture and psychology. New York, NY: Oxford University Press. Cultures influence every aspect of our lives, and it is not inappropriate to say that our culture defines our lives just as much as does our evolutionary experience (Mesoudi, 2009).Mesoudi, A. (2009). How cultural evolutionary theory can inform social psychology and vice versa. Psychological Review, 116(4), 929–952.

Psychologists have found that there is a fundamental difference in social norms between Western cultures (including those in the United States, Canada, Western Europe, Australia, and New Zealand) and East Asian cultures (including those in China, Japan, Taiwan, Korea, India, and Southeast Asia). Norms in Western cultures are primarily oriented toward individualism, which is about valuing the self and one’s independence from others. Children in Western cultures are taught to develop and to value a sense of their personal self, and to see themselves in large part as separate from the other people around them. Children in Western cultures feel special about themselves; they enjoy getting gold stars on their projects and the best grade in the class. Adults in Western cultures are oriented toward promoting their own individual success, frequently in comparison to (or even at the expense of) others.

Norms in the East Asian culture, on the other hand, are oriented toward interdependence or collectivism. In these cultures children are taught to focus on developing harmonious social relationships with others. The predominant norms relate to group togetherness and connectedness, and duty and responsibility to one’s family and other groups. When asked to describe themselves, the members of East Asian cultures are more likely than those from Western cultures to indicate that they are particularly concerned about the interests of others, including their close friends and their colleagues.

Figure 1.13

In Western cultures social norms promote a focus on the self (individualism), whereas in Eastern cultures the focus is more on families and social groups (collectivism).

© Thinkstock

Another important cultural difference is the extent to which people in different cultures are bound by social norms and customs, rather than being free to express their own individuality without considering social norms (Chan, Gelfand, Triandis, & Tzeng, 1996).Chan, D. K. S., Gelfand, M. J., Triandis, H. C., & Tzeng, O. (1996). Tightness-looseness revisited: Some preliminary analyses in Japan and the United States. International Journal of Psychology, 31, 1–12. Cultures also differ in terms of personal space, such as how closely individuals stand to each other when talking, as well as the communication styles they employ.

It is important to be aware of cultures and cultural differences because people with different cultural backgrounds increasingly come into contact with each other as a result of increased travel and immigration and the development of the Internet and other forms of communication. In the United States, for instance, there are many different ethnic groups, and the proportion of the population that comes from minority (non-White) groups is increasing from year to year. The social-cultural approach to understanding behavior reminds us again of the difficulty of making broad generalizations about human nature. Different people experience things differently, and they experience them differently in different cultures.

The Many Disciplines of Psychology

Psychology is not one discipline but rather a collection of many subdisciplines that all share at least some common approaches and that work together and exchange knowledge to form a coherent discipline (Yang & Chiu, 2009).Yang, Y.-J., & Chiu, C.-Y. (2009). Mapping the structure and dynamics of psychological knowledge: Forty years of APA journal citations (1970–2009). Review of General Psychology, 13(4), 349–356. Because the field of psychology is so broad, students may wonder which areas are most suitable for their interests and which types of careers might be available to them. Table 1.3 "Some Career Paths in Psychology" will help you consider the answers to these questions. You can learn more about these different fields of psychology and the careers associated with them at http://www.apa.org/careers/psyccareers/.