Applied Social Psychology – UGC NET – Notes

Meaning and Definition of Applied Psychology

social psychology is a basic science that seeks to understand the social behaviour of human beings, including their cognitions, emotions, and motivations. For example, social psychologists study why people engage in prosocial behaviour, show aggression, or change their decisions in the presence of others. They also explore questions such as why people struggle to control eating habits, why some individuals are more accident-prone, and why certain people exhibit higher levels of aggression. Understanding these behaviours helps in analysis, interpretation, and generalization of findings.

However, beyond understanding behaviour, it is also important to develop strategies and interventions to bring about positive change, such as reducing aggression or improving unhealthy habits. This is where applied social psychology plays a crucial role. The main concern of applied social psychology is to find ways to change or improve human behaviour. It uses findings from basic research and applies them to real-world problems, while both types of research continue to enrich each other.

Several psychologists have defined applied social psychology:

• According to Keizer, Buunk & Rothengatter (2017), applied social psychology combines the science of social psychology with the practical application of solving real-world social problems.
• According to Thompson (2003b), applied social psychology advances through the use of experimental research methodologies, especially the hypothetico-deductive method, where researchers develop hypotheses from theory and test them through experiments to establish cause-and-effect relationships.
• According to Steg, Buunk, and Rothengatter (2008), applied social psychology again emphasizes combining scientific knowledge with the practical solution of social issues.

These definitions clearly indicate that applied social psychology is a field that uses scientific methods and psychological principles to address and solve human problems. It applies social psychological theories, research findings, and experimental approaches to better understand social issues and provide effective real-world solutions.

Historical Development of Applied Psychology

By the beginning of the 20th century, psychologists began to show interest in studying human behaviour and related cognitive processes beyond the controlled setting of laboratories. They increasingly focused on applying existing theories within the social and real-world environment.

One of the early contributions was a book titled “The Theory and Practice of Advertising” (1903) by Walter Dill Scott, who suggested that emotional suggestions could influence the buying behaviour of consumers. This marked an important step toward the development of applied psychology, where research aimed to solve everyday life problems.

In 1908, Hugo Munsterberg defined applied psychology as research focused on adjusting to practical life problems. This was further supported by Hall (1917), who established the Journal of Applied Psychology, strengthening the field’s academic foundation.

By the 1920s, applied research gained importance in industries, addressing areas such as consumer behaviour, employee motivation, and teamwork development.

However, Kurt Lewin (1890–1947) is widely regarded as the pioneer of modern applied social psychology. He emphasized the importance of action research, where social psychologists actively engage in solving social problems. Lewin believed that real-world issues should guide social psychological research, and that such research should lead to practical solutions.

According to Lewin, action research involves defining, analyzing, and interpreting social problems, followed by suggesting solutions whose effectiveness can be evaluated through surveys, case studies, and experiments.

Thus, Kurt Lewin is considered the founder of both applied and theoretical social psychology, playing a crucial role in shaping the field.

Background of Social Psychology

While an earlier generation of psychologists focused mainly on the structure and measurement of mental processes within laboratories, the 20th century witnessed a growing interest in applying psychological theories to the real-world environment.

In 1903, experimental psychologist Walter Dill Scott authored The Theory and Practice of Advertising, suggesting that consumer behaviour could be influenced through emotional suggestions. Later, in 1908, Hugo Munsterberg defined applied psychology as research aimed at solving everyday life problems. Along with others, they explored applications in industrial psychology, advertising, and education, marking the emergence of applied psychology.

In 1917, G. S. Hall founded the Journal of Applied Psychology, further promoting research in this field. By the 1920s, applied research gained popularity despite being considered an “undignified” pursuit. It also became attractive due to better salaries in private corporations compared to academic institutions.

A notable example is John B. Watson, a former president of the American Psychological Association and a founder of behaviorism, who transitioned into advertising. At the J. Walter Thompson firm, he applied psychological principles such as celebrity endorsements and focus group research, achieving significant success.

Even laboratory researchers began emphasizing the practical applications of their work to justify research costs.

The work of Kurt Lewin (1890–1947) marks the beginning of modern applied social psychology. Known for his field theory, which states that behaviour is influenced by both personality and environment, Lewin advocated for action research.

Lewin believed that social issues should guide research, and that such research should lead to practical solutions. His approach involved defining social problems, suggesting countermeasures, and testing their effectiveness through community involvement, surveys, case studies, and experiments.

He established several organizations, including the Society for the Psychological Study of Social Issues and the Research Center for Group Dynamics, to study topics such as intergroup relations, leadership styles, and social conflicts.

During the 1950s and 1960s, as social psychology sought recognition as a scientific discipline, there was a shift toward basic academic research, and action research temporarily declined. However, during the late 1960s and 1970s, major social changes such as the civil rights movement, the Vietnam War, and the Watergate scandal led psychologists to return to applied research to better understand societal issues.

In the 1970s and 1980s, debates emerged on whether applied research should influence public policy, with many arguing that researchers must clearly communicate findings to avoid misinterpretation.

Since the 1980s, applied social psychology has gained significant prestige and recognition. Its applications now extend to areas such as criminal justice, education, and health. Increased funding from government and private organizations, along with opportunities in corporate research roles, has enabled psychologists to study a wide range of social phenomena in real-world contexts.