Social Pyschology: Prejudice

What is the cause of the bias? This is one of the few interests issues in the field of social psychology. This article evaluates the psychosocial approach to understanding prejudice. Social psychology is a scientific form that explains human behavior. Developed by Gordon Allport in 1985, Social Psychology focuses on social interactions leading to various behaviors. That is scientific. Because behavior is observed and is therefore measured in several ways. This is an objective data collection method and can be used as evidence to support various theories.

Understanding consumer behavior has attracted knowledge / factors in various fields such as psychology, cultural and social psychology, physiology - psychology, genetics anthropology etc. One of them is psychology. Emotions, beliefs, and attitudes are related to consumer behavior. Research on emotion in marketing has developed three methods: category method, dimension method, and cognitive evaluation method (Azevedo, Pereira, Ferreira, and Pedroso, 2008). In addition to personality and emotional features, cognitive factors are considered to be one of the other factors affecting behavior over the long term. Cognitive responses to recognized negative changes are less positive evaluation of the environment and subsequent actions are corrected based on these changes. In addition, environmental conditions can adversely affect the nature of service interactions (McGoldrick, Betts, & Keeling, 1999).

Prejudice and stereotypy in social psychology helps to understand the relationship between individual perception, prejudice (ie, negative social attitude), and discriminatory behavior against various groups, and to multicultural psychology It is essential. Cornerstone John F. Dovidio, Ana Validzic, Samuel L. Gaertner quoted a study on "contact hypothesis" to understand prejudice among groups. Exposure hypothesis argues that bias arises from limited contact with groups other than yourself and increasing contact with other groups is a way to reduce bias. However, not only the contact but also the conditions under which contact occurs will also reduce the bias between the groups (eg, cooperative interaction between the groups).

In social psychology there is a framework called a contact hypothesis that shows that biasing can be reduced by long-term contact with people with different backgrounds, perspectives, and culture. Developed by psychologist Gordon Allport as a way to understand discrimination, it is widely considered as one of the most successful tools to reduce prejudice and enhance sympathy. This is a measurable and reputable way to help people get along. Due to lack of diversity, we are systematically losing sympathy. This is what I am looking at in a wider world, from Brexit to Trump, to the world super-nationalist movement. People all over the world no longer have the same motivation to seek common understanding. This is not just globalization or dissatisfaction with the current situation. This is how we change our society by not seeing each other.