Attitudes and Attitude Change. Attitudes have generally been regarded as learned predispositions that exert some consistent influence on responses toward objects, persons, or groups. Attitudes are usually seen as the products of socialization and therefore as modifiable. Because the behavior of a person toward others is often, although not always, consistent with his or her attitudes toward them, the investigation of how attitudes are formed, how they are organized in the mind, and how they are modified has been considered of great practical as well as theoretical importance.

The discovery that attitudes follow from behavior as well as vice versa emerges from the well-tested assumption that people desire to preserve logical consistency in their views of themselves and their environments. A number of theories of cognitive consistency have become important in social psychological thinking. These theories stress the idea that individuals have a personal stake in believing that their own thoughts and actions are in agreement with one another, and that perceiving inconsistency between one’s actions and thoughts leads to attempts to reduce the inconsistency. Through research, social psychologists attempt to understand the conditions under which people notice an inconsistency and the conditions under which they will attempt to reduce it by changing significant attitudes. Studies support the consistency-theory prediction that the attitudes of a person about a group of people can often be changed by inducing the person to change his or her behavior toward the group; the attitude change represents the efforts of the person to bring his or her ideas about the group into agreement with how he has just acted toward its members.

Social Affiliation, Power, and Influence. The factors that govern whether and with whom people will affiliate, as well as whether and how they will attempt to influence or be influenced by others, have received much attention by social psychologists. Researchers have determined, for example, that if people are unsure of how they should feel or behave in response to a new or unpleasant situation, they will seek the company of others who may be able to provide the lacking information. Social psychologists have also found that firstborn and only children are generally more inclined to join groups throughout their lives than are those born later.

Group Structure and Functioning. Social psychologists have studied many issues related to questions of how the group and the individual affect one another, including problems of leadership functions, styles, and effectiveness. Social psychologists investigate the conditions under which people or groups resolve their conflicts cooperatively or competitively and the many consequences of those general modes of conflict resolution. Research is conducted also to determine how the group induces conformity and how it deals with deviant members.

Personality and Society. Some social psychologists are particularly concerned with the development and consequences of stable individual differences among people. Differences in the degree of achievement motivation have been found to be measurable and to have important consequences for how a person behaves in various social situations. Systems of attitudes toward authority, such as the notion of the authoritarian personality, have been found to relate to attitudes toward ethnic minorities and to certain aspects of social behavior. A personality syndrome known as Machiavellianism, named after the Italian political philosopher Niccolò Machiavelli, has been used to predict the social manipulativeness of people in interaction and their ability to dominate certain interpersonal situations.

Investigative Techniques

Numerous kinds of research methods and techniques are being used in social psychology. The tradition of theory-based investigation remains strong in the discipline. In recent years rigorously exact mathematical models of social behavior have been used increasingly in psychological studies. Such models are projections, based on theory and in arithetic detail, of social behavior in a possible system of social relationships.

Other techniques include the questionnaire and the interview, both used widely in public opinion polls and studies of consumer preferences. These two methods pose a considerable challenge to investigators. The kind of control of the environment that is possible in the laboratory is not available in the field, and the effects of subtle variables that can be observed in experiments are easily obscured by other variables that may exist in natural environments.

Frequently, behavior in natural settings is systematically observed, or computers are programmed to simulate social behavior. Special techniques are used for analysis of statistics and other data and for attitude measurement as well as measurement of social choice and interpersonal attractiveness. Also important is psychophysiological measurement, that is, the measurement of shared mental and physiological characteristics. Cross-national and cross-cultural research is one of the modern techniques, designed to provide comparisons of behavior between nations and cultures; the same research study is carried out in several different countries in order to determine the cross-cultural validity of the research.

In the study of social behavior in animals, a laboratory environment facilitates controlled experimentation, that is, experimentation considering the previous history of the animals as well as their present environmental conditions. Simple behavioral acts, such as a pigeon pecking at an object, can be isolated and schedules of reinforcement—that is, repetition of stimuli—can be maintained. Social psychological research with animals has led to important new techniques for their training.

Applied Social Psychology

The principles developed in laboratory and field research in social psychology have been applied to many social situations and problems. Applied researchers and consultants have worked to ameliorate problems found in ethnic relations, international relations, industrial and labor relations, political and economic behavior, education, advertising, and community mental health. Industries, organizations, schools, and task groups of many kinds regularly use the services of applied social psychologists to improve interpersonal relations, to increase understanding of relations between members of groups in conflict with one another, and to diagnose and help correct problems in group and organizational productivity.

10. Psychiatry and mental health

Psychiatry is the realm in which medical science and psychology join to provide help for persons whose mind (as one says) is disturbed and whose behavior does not conform to accept social patterns. Psychopathology and clinical psychology are integral sub-fields of this branch of medical psychology which, of necessity, also includes neurology, mental deficiency or retardation, forensic psychology, certain aspects of abnormal psychology, social psychology and psychotherapy.Mental illness has been recognized as such since the days of Aristotle and Hippocrates, and its long modern history has been able described by some scientists.

Mental Health, state characterized by psychological well-being and self-acceptance. The term mental health usually implies the capacity to love and relate to others, the ability to work productively, and the willingness to behave in a way that brings personal satisfaction without encroaching upon the rights of others. In a clinical sense, mental health is the absence of mental illness.

The Mental Health Movement

Concern for the mentally ill has waxed and waned through the centuries, but the development of modern-day approaches to the subject dates from the mid-18th century, when reformers such as the French physician Philippe Pinel and the American physician Benjamin Rush introduced humane “moral treatment” to replace the often cruel treatment that then prevailed. Despite these reforms, most of the mentally ill continued to live in jails and poorhouses—a situation that continued until 1841, when the American reformer Dorothea Dix campaigned to place the mentally ill in hospitals for special treatment. )