Social Identity Theory Man is a social animal. Our sense of identity stems from belonging to a group. We often…
Scarcity Principle When we are faced with scarcity, our desire to obtain the scarce object heightens because we fear possible…
Sleeper Effect In social psychology, this is used to describe the impact of a persuasive message. Generally, the power of…
Hot Hand Phenomenon The hot hand phenomenon is claimed to embody the essence of the saying ‘success breeds success’. It…
Halo Effect In social psychology, our tendency to classify a person as good or bad in one category makes it…
Amplification Hypothesis When communicating with another person, show certainty about an attitude to cause the attitude to increase or harden.…
Chameleon Effect It is every so often that we read in the glossies or persuasion manuals that playing copycat to…
Contact Hypothesis According to this hypothesis, if people in conflict are brought together then they will begin to understand each…
Repulsion Hypothesis According to popular psychological theories, we are most attracted to people who share similar attitudes with us. While…