This chapter discusses both attitudes and social cognitions. Attitudes are composed of affective, behavioral, and cognitive components. People show consistency between their attitudes and behavior, and we form schemas to help us categorize people and events in the world around us. This helps us to predict the actions of others. Following this, the chapter explores the effects that social influence has on an individual. These behaviors include behaviors that result from the actions of others, as found in conformity, compliance, and obedience. The issue of prejudice is addressed as a consequence of stereotyping and both of these create challenges for people living in a diverse society. How prejudice originates and its relationship to stereotyping and discrimination are discussed. Finally, both positive and negative social behaviors are presented. These behaviors include the study of liking and loving, the influence of friendship between people and the behavior involved in helping others.

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Section 1: Attitudes and Social Cognition Persuasion: Changing Attitudes Psychology at Work: Ann Altman, Advertising Executive Social Cognition: Understanding Others Exploring Diversity: Attributions in a Cultural Context: How Fundamental Is the Fundamental Attribution Error?

Section 2: Social Influence Conformity: Following What Others Do Compliance: Submitting to Direct Social Pressure Obedience: Obeying Direct Orders Applying Psychology in the 21st Century: Reading Your Mind, Reaching Your Wallet: Using Computer Technology to Increase Compliance.

Section 3: Prejudice and Discrimination The Foundations of Prejudice Working to End Prejudice and Discrimination

Section 4: Positive and Negative Social Behavior Liking and Loving: Interpersonal Attraction and the Development of Relationships Aggression and Prosocial Behavior: Hurting and Helping Others Becoming an Informed Consumer of Psychology: Dealing with Anger Effectively