Social Norms
Social norms are informal and formal rules that govern how we act and what we see as normal and taboo. Examples in Western culture are saying “excuse me” if you… Continue Reading Social Norms
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Social Identity Theory
“Social identity theory maintains that all individuals are motivated to achieve and maintain a positive self-concept. A person’s self-concept derives from two principal sources: personal identity and social identity. Personal… Continue Reading Social Identity Theory
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Social Dominance Theory
A theory that stable societies and social groups tend to organize hierarchically around status, power and economic opportunity, without any formalized acknowledgment. People in the higher level of the hierarchy… Continue Reading Social Dominance Theory
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Self-Determination Theory
This theory explores how people are motivated to act and how to move others to act. People constantly seek new experiences and challenges to master. This theory describes intrinsic and… Continue Reading Self-Determination Theory
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Self-Affirmation Theory
This theory explores how people adapt to situations and information that threaten their sense of self. If people focus on the values that are personally meaningful to them when faced… Continue Reading Self-Affirmation Theory
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Risk Perception
People predominantly assess risk intuitively, or by their feelings. In day-to-day life, most people judge the risk quickly and make decisions based on those immediate appraisals. We normally do not… Continue Reading Risk Perception
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Reactance
The way someone reacts when they feel that their personal choice is being taken away or that their choices have been limited. People are motivated to protect their freedom of… Continue Reading Reactance
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Psychological Distance
This term refers to our perceived cognitive distance between ourselves and other instances (people, events, times). When we perceive the psychological distance to be large, we focus on the big… Continue Reading Psychological Distance
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Prospect Theory
Prospect theory comes from behavioral economics and is credited to Daniel Kahneman and Amos Tversky and their 1979 paper “Prospect Theory: An Analysis of Decision under Risk,” in which they… Continue Reading Prospect Theory
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Motivational Interviewing
A technique used to help people deeply examine their behavior and beliefs about a subject in an effort to have them change a behavior or belief. The interviewer frames questions… Continue Reading Motivational Interviewing
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