SS2613 Psychology for young professional

Behaviour, Feeling, Thinking

Rebate policy

Use of promotion scheme

(印仔？free？Ticker ->intermediate reward？盲盒？)
不需要的贈品-> 吸引購買
Who will be the target audience?
Do you really need it?
Will I buy more outside my original plan?

Primary school -> dictation (full mark->sticker->collect it and get gift)

Behaviour -> work hard / children need recognition

Observational learning -> follow other (run red light)

Conformity -> wait the first one leave (Deindividuation ->follow many people run
red light are easier)

Personality -> what are you looking for? Fast? Lowest price? Comfortable way?

Quiz 1: Module 1&2 / 60MCs / 1h15mins / 30%

Quiz 2: Module 3 / 1 Essay question(1 pg) application / 15MCs / 1h15mins / 30%

Group Project
Poster: Good graphic design + limited words
Booklet: No leaflet -> small book / mainly use words / need pictures
Oral Presentation: verbal language

Personality
⁃ Acting, Feeling, Thinking
⁃ Human behaviour : Consistency / Individual difference

Trait Theory
⁃ Personality traits are relatively stable
⁃ Five-Factor Model : universal / NEO-PI
1. Openness to experience : curiosity / More creative and aware of feeling
2. Conscientiousness : cautiousness / Planning / ability of regulating
self control / “Need for Achievement” / High efficiency
3. Extraversion : Assertiveness / Sociability / energetic
4. Agreeableness : Friendly / Cooperative / Optimistic view of human
nature
5. Neuroticism : Negative emotion / minor frustrations as hopelessly
difficult

Humanistic Personality
⁃ Emphasises on unique quality of human : freedom and potential for
personal growth
⁃ Maslow’s Hierarchy of needs
1. Physiological : Breathing, water, sleep
2. Safety : Security of body, employee, health, property
3. Love/Belonging : friendship, family, sexual intimacy
4. Esteem : Self-esteem, achievement, respect
 5. Self-actualisation : Morality, Creativity, Acceptance of facts

Social Cognitive Approach

⁃ Cognitive factors : conscious awareness, belief, expectation and goal
⁃ Self-concept : cognitive generalisation about oneself is derived from
past experience
⁃ Albert : Perceptions influence situation (Behaviour, environment,
cognitive factor)
⁃ Key Process
1. Observational learning
2. Personal control : External locus-external forces beyond control /
Internal - control own fate
3. Self-efficacy : Belief that one can succeed

Psychoanalytical Approach
⁃ Early childhood experiences, unconscious motives, conflicts / cope with
sexual and aggressive urges
⁃ Three Parts of Personality
1. Ego : Reality principle / help id in releasing sexual energy and
obtaining sexual gratification / Able to plan and evaluate information / Conscious
(Thought) + Preconscious (Memory)
2. Id : Sexual energy / Pleasure Principle / Primary process thinking /
Unconscious (unacceptable sexual desires, Selfish Needs)
3. Superego : monitor the functions of id and ego / moral and ethical
value / Guilty
⁃ Defence Mechanism
1. Repression : Unknowingly placing a painful memory in the unconscious
2. Denial : Refuse to accept the painful fact
3. Sublimation : Replacing socially unacceptable impulses with socially
acceptable behaviour (rechannelled and repressed)
4. Rationalisation : Creating false excuses for one’s unacceptable
feeling/behaviour
⁃ Psychosexual Development
⁃ Fixation : sexual energy remain in one of the stage because of
excessive frustration/gratification
⁃ Erogenous zones : produce strong sexual sensation and pleasures when
being stimulated
1. Oral(0-1.5) : lip by sucking
2. Anal(1.5-3) : Delivering and withholding faces ( toilet training)
3. Phallic(3-6) : manipulation of genital 操控生殖器 (possess opposite-sex
parent)
4. Latency(6-11) : forming important relationships among ego, id,
superego
5. Genital(11-18) : Commitment with opposite sex / satisfaction in love
and work

Motivation & Emotion

⁃ Emotion
1. Physical : Fight or flight / Physical respond ((heart rate, blood
pressure)
2. Behaviour : motor neurone / facial expression
3. Cognitive : Appraisal of the situation / what emotion we are
experiencing
⁃ Cultural difference
⁃ Western : individualism / encourage free expression of individual right
(anger, happiness)
⁃ Asian : collectivism / cooperation and harmony
⁃ Gender
⁃ Boys: anger, hostility / Girls: sadness, fear, shame
 ⁃ Socialisation: Boy - strong / Girl - emotional

James-Lange Theory
⁃ Emotional stimulus -> Body Arousal and behavioural response ->
Emotional Feeling
⁃ Emotional feelings follow bodily arousal and come from awareness of
such arousal

Cannon-Bard Theory
⁃ Emotional stimulus -> Thalamus -> Bodily Arousal + Behavioural response
+ emotional Feeling
⁃ Activity in thalamus causes emotional feeling and bodily arousal to
occur simultaneously

Schachter’s Cognition Theory

⁃ Emotional stimulus -> Arousal + Label -> Behavioural response +
Emotional Feelings
⁃ Emotions occur when physical arousal is labeled on basis of past
experience

Contemporary Model (Lazarus)

⁃ Emotional stimulus -> Cognitive appraisal ->Bodily arousal +
Behavioural response + emotion expression + emotional feelings

Motivation
⁃ Need -> Drive -> Response -> Goal -> Need Reduction
⁃ Drive-reduction Theory
⁃ Physiological Needs (Hunger) -> Drive -> Motivated behaviour (Seeking
food) ->eliminate need
⁃ We are “pushed” into action by unpleasant drive states (Biological
needs)
⁃ Incentive Theory
⁃ Take action by incentive as external environmental stimuli do not
involve drive reduction
⁃ Arousal Theory
⁃ Behaviour is motivated to maintain an optimal level of arousal / Level
of arousal impacts our performance level
⁃ Arousal : activation of the body and the nervous system
⁃ Extrinsic vs. Intrinsic Motivation
⁃ Extrinsic : obtain an external reinforcement (grade)
⁃ Intrinsic : For its own sake (enjoyment of the information)

Thinking
⁃ The processing of information to solve problems and make judgments and
decisions
⁃ Problem : A situation in which there is a goal, but it is not clear how
to reach the goal
⁃ Problem Solving : Interpreting the problem + Trying to solve the
problem
⁃ Blocks to Problem Solving
1. Interpretation blocks : Fixation (inability to create a new
interpretation of a problem / inability to see that an object can have a function
other than its typical one)
Human-Machine system
Both human and machine components wok together to accomplish the task

Perceiving -> human information processing -> controlling -> control -> machine
information processing -> display

Display: Receive input though physical sense (Visual, Auditory, Tactual)

Control: Communicate the control action to machine / Fits task demand and maximise
the operators’ ease of use
Control-body matching/ Control-task compatibility

Human information processing

Perception: Sensation / Perceptual organisation/ Identification

Attention: Precondition of perception / Act of focusing on particular information /

Determine the kine of information to be further processed
Selective attention: particular object to detailed analysis, allow the
information to be processed fully the that are not attend to.
Environmental Grabs Attention / Mind pay attention

Limitation of attention: Divided attention

1. Perform one or all tasks poorly than focusing on single task
Except: Different enough to be accomplished by different mental mechanism /
Tasks don’t compete to each other but lead to the same respond
2. Focus attention only within a limited region of space
3. Limited in ability to filter out information
Stroop effect: interference of reaction time due to different between the
automatic and controlled processing of information

Perceptual organisation
Gestalt principle: Proximity/ Similarity/ Continuity/ Closure/ Common fate/
The law of figure
Perceptual constancy: Size and Shape / Lightness

Identification
Bottom up processing/ Top-down processing
Ambiguity: A single image can be result in multiple interpretation (context -
> expectation)

Implication
Consistent manner / should be the same across similar tasks and over time ->
quickly perceive
minimise disorganised clutter / Too much information lead to overload

Human & Environment

Illumination: physical / Hawthorne effect: social / Noise Level / Air quality /
Colour / Work schedule
Daily Rhythms and alertness