Real EQ

• Residents at the home are given stickers when they carry out chores, such as making their beds and clearing away their plates. Skinner (1932) studied the effect of consequences on the rate of formation of a conditioned reflex.

  Explain, using Skinner (1932), the effect that receiving stickers will have on the behaviour of the residents. (3)

  • Skinner found that rats learnt to press levers to get food (1). This suggests that the residents will continue to carry out the chores (1) as they will want to recieve more stickers (1)
• Explain one limitation of using conditioning to understand gender (3).

  • A lot of research on conditioning was conducted on animals (1). Humans are more complex than animals (1). It may not be possible to generalise findings to understand human behaviour (1).
• George volunteers to ‘take charge’ of organising a cricket match for some of the residents. Psychologists believe the sex hormone testosterone influences gender before and after birth.

  Explain the effects of testosterone on George’s gender at two points during his development. (4)

  • Testosterone will have been released as his testes formed before birth (1). This would have masculinised George's brain (1).
  • At puberty (1) the rise in testosterone will cause the growth of facial hair (1)
• Give one key assumption from the social approach (1).

  • Other people / culture influence behaviour (1)
  • Behaviour occurs in a social context (1)
• Amara, Kylie and Jasmine are going to a festival. Amara and Kylie have each bought a pair of the brightly coloured wellies. Jasmine was going to buy black wellies but decided to buy brightly coloured wellies too.

  Explain why Jasmine also buys a pair of the brightly coloured wellies. You must use one explanation of conformity in your answer. (2)

  • This is normative social influence (1). Jasmine bought them to fit in with the group (1)
• An advert for the brightly coloured wellies is shown on a television screen in a shoe shop window. Groups of shoppers stop to watch it.

  Explain, using the study by Harris, Bargh and Brownell (2009), how watching the advert before entering the store could affect the behaviour of shoppers. (3)

  • Seeing the advert in the window might prime the shoppers to buy a pair of the wellingtons (1). Harris et al showed children a cartoon during which they saw either snack food or non-food adverts (1). Those who saw the snack food advert consumed more snack food while watching the cartoon (1).
• Explain one limitation of using the study by Harris, Bargh and Brownell (2009) to understand the likely behaviour of the shoppers. (3)

  • Harris et al's study was conducted in controlled conditions which may lack ecological validity (1). For example, the children watched the cartoons alone at school (1). The findings from the study might not apply to shoppers who are in groups (1).
• Patryk is planning on giving a speech at the party. Some people have told Patryk that he would be unable to give a speech because he has a stutter. Hannah tells him: ‘Anyone who says that is stupid’.

  Explain how stereotyping may affect Patryk’s decision to give the speech. (2)

  • The stereotypical views of others makes Patryk feel anxious (1). This makes him fearful to make the speech (1).
• Patryk became upset when he saw a photo of Hannah with a male friend. Buss et al. (1992) studied Sex differences in jealousy: Evolution, physiology and psychology.

  Explain, using the study by Buss et al. (1992), the most likely reason for Patryk becoming upset when he saw the photo. (3)

  • Patryk become upset because he believed Hannah was having sex with another man (1). Buss et al (1992) found that more men were upset when thinking about their partner having sex with someone else (1). Sexual infidelity could risk a man raising a child that is not his own (1).
• Explain one strength of using the study by Buss et al. (1992) to understand sex differences in jealousy. (3)

  • The study has good real life application (1), if a couple are experiencing relationship problems and see a counsellor (1), it would be helpful for them to understand origins of male and female jealousy (1).
• Patryk and his cousin, Marc, watched a boxing match at the bar during the party. Shortly after, Marc started a fight with one of the other guests who, he claims, pushed in front of him at the buffet.

  Explain, using the cognitive approach, two reasons for Marc’s aggression (4).

  • Priming for aggression (1). Watching the boxing match led Marc to pay more attention to threats from others (1).
  • Hostile attribution bias (1). Marc has interpreted the other man as being aggressive when this was not his intention (1).
• State the meaning of social categorisation (1).

  • Putting people into groups on the basis of characteristics they share (1)
• Give one example of social categorisation (1).

  • Gender (1)
  • Race (1)
  • Ethnicity (1)
  • Age (1)
• Ben strongly believes subjects like Art are ‘for girls’ whilst subjects such as Maths are ‘for boys’. Ben remembers his previous marks for Maths as being better than they really were. This effect was studied by Chartard et al (2007).

  Explain why the Chartard et al (2007) study could be used to understand Ben’s memory of his marks for Maths. (3)

  • Ben holds gender stereotypical views (1). Males with high stereotypical views conformed to gender stereotypes (1) and overestimated their own past performance in maths more than in art subjects (1).
• Describe how evolutionary psychology could be a reason for Ben believing men should have well-paid jobs. (3)

  • Having a well-paid job will enable Ben to provide for his family (1). Ben's children will have a good chance of surviving to adulthood (1) and will be likely to have children of their own (1).
• Describe, using operant conditioning, how the free biscuit will encourage people to visit the coffee shop more often. (3)

  • People are being rewarded for buying a cup of coffee as they are given a free biscuit (1). This pleasant consequence is positive reinforcement (1) and means people are likely to visit Janet's coffee shop more often because they expect a free biscuit again (1).
• Describe, using classical conditioning, how reducing the price of cakes for the rest of the month will encourage people to buy more cakes. (3)

  • Feeling happy is an unconditioned response to saving money (1). People come to associate buying a cake with saving money (1). Even when the price of cakes return to normal, they continue to feel happy when they buy the cake (1).
• State the meaning of social proof (1).

  • Using the information provided by others to inform our decision making (1)
• Janet was still not selling many cakes. She decided to invite some of her friends to the shop to eat free cakes at busy times. Now sales of cakes have improved.

  Explain, using social learning theory, one reason why sales of cakes have now improved. (3)

  • Customers observe Janet's friends eating cake (1). Customers notice they are enjoying the cake (1). Next time, they buy cake too, expecting that they will enjoy it (1).
• Explain one limitation of the study by Watson and Raynor (1920), which conditioned ‘Little Albert’ to fear a white rat. (3)

  • The study caused too much distress (1). The researchers conditioned little Albert to be fearful of the rat (1) the the fear could have remained after the research was over (1).
• Describe what psychologists mean by fundamental attribution error. (2)

  • A tendency to attribute events according to personality (1) while ignoring possible situational factors (1).
• Explain one strength of the case study of Phineas Gage (Harlow,1868). (3)

  • Harlow was able to collect rich, detailed data about Gage's behaviours (1) since he was the doctor who aided Gage's recovery and had first-hand knowledge of Gage (1). This means that the study is highly valid (1).
• State what is meant by 'vicarious reinforcement'. (1)

  • Observing other's behaviour and seeing that they are rewarded (1)
• Harris, Bargh and Brownell (2009) demonstrated the priming effects of television food advertising on eating behaviour.

  Explain why children such as Jack are susceptible to priming effects from food advertising. (4)

  • Children may have higher levels of TV viewing time (1) therefore they are exposed to adverts more (1) this means that they are exposed to higher amounts of priming (1) which means they are more likely to be affected by food advertising (1)
• State what is meant by the 'bandwagon effect'. (1)

  • Individuals do something that has been adopted by others (1)
• State what is meant by the term 'stereotype'. (1)

  • A generalised belief that is based on assumption (1)
• Describe one effect of stereotyping (3).

  • Stereotyping can lead to discrimination (1) because they hold specific views about a certain group (1) and this may lead to them behaving negatively towards that group (1).
• Explain two ways, using the social approach, that Chloe’s university friends may socially influence her. (4)

  • Chloe's friends may influence her through normative social influence (1) by making her feel like what they are doing is the norm, so she would change her behaviour to fit in (1)
  • Chloe's friends may influence her through informational social influence (1) by making her feel as though they know the right way to do things so that she behaves like them (1)
• State what is meant by the term 'subliminal messaging' (1).

  • Hidden messages that are trying to influence human behaviour (1)
• State what is meant by the term 'neuromarketing' (1).

  • Neuromarketing is marketing which targets the brain to encourage you to buy a product (1)
• Describe how the concept of neuromarketing may influence consumer spending (3).

  • Through the use of brain scans and eye tracking companies are able to know what parts of adverts are most appealing (1) so they can adapt their adverts to make their product more appealing (1). This will increase the amount of money consumers will spend (1).