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| Proposed gain-loss principle (an evaluation that changes wil 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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| Performed study on doll preferences in African American children; the results were used in the 1954 Brown Vs. Board |
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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 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 dalance theory to explain 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 cane 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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| 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 |
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| Performed prison simulation and used concept of deindividuation to explain results |
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