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| Proposed gain-loss principle (an evaluation that changes will have more effect than an evaluation that remains constant) |
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| Studied conformity by asking subjects to compare the lengths of lines. |
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| Developed self-perception theory as an alternative to cognitive dissonance theory. |
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| Performed study on doll preferences in African-American children; the results were used in the 1954 Brown v. the Topeka Board of Education Supreme Court case. |
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| Proposed that there were two factors that could lead to non-helping; social influence and diffusion of responsibility. |
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| Suggested that gender differences in conformity were not due to gender per se, but to differing social roles. |
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| Developed cognitive dissonance theory; also developed social comparison theory |
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| studied norms for interpersonal distance in interpersonal interactions. |
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| developed balance theory to explain why attitudes change; also developed attribution theory and divided attributions into two categories: dispositional and situational. |
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| Developed the concept of groupthink to explain how group decision-making can sometimes go awry. |
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| proposed concept of belief in a just world |
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| Divided leadership styles into three categories: autocratic, democratic, and laissez-faire. |
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| studied how psychological inoculation could help people resist persuasion. |
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| studied obedience by asking subjects to administer electroshock; also proposed stimulus-overload theory to explain differences between city and country dwellers. |
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| Petty, R., & Capioppo, J. |
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| developed elaboration likelihood model of persuasion (central and peripheral routes to persuasion) |
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| studied relationship between anxiety and the need for affiliation. |
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| used autokinetic effect to study conformity; also performed Robber's Cave experiment and found that having superordinate goals increased intergroup cooperation. |
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| studied the mere exposure effect; also resolved problems with the social facilitation effect by suggesting that the presence of others enhances the emission of dominant responses and impairs the emission of nondominant responses. |
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| performed prison simulation and used concept of deindividuation to explain results. |
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