Social Psychology

Social Psychology , the scientific study of how people think, feel, and behave in social situations. This area of specialization draws on two disciplines: sociology, which focuses on groups; and psychology, which centers on the individual.
Social psychologists seek to answer a wide variety of questions, among them: Why do we help or ignore others in need? Why are people romantically attracted to each other? How do people form stereotypes about racial and ethnic groups, and how can they overcome them? What techniques of persuasion do advertisers use to sell their products? Why do people usually conform in group situations? What makes someone an effective leader?

As in other branches of psychology, social psychologists use a wide variety of research methods, including laboratory experiments, observations in the real world, case studies, and public opinion surveys. Some social psychologists conduct basic research to test general theories about human social behavior, while others seek to apply that research to solve real-world social problems.

Social psychology and sociology are often confused, because both fields study groups and group behavior. However, their perspectives differ. Whereas sociologists strive to understand group behavior in terms of society and social institutions, social psychologists focus on individuals and how they perceive, interact with, and influence each other. They study how individuals exert influence on groups and how group situations affect the behavior of individuals