Learning Psychology in English. Учебно-методический комплекс

UNIT 6

5)What is the key to the process of shaping people’s attitudes?

III.Translate these sentences into English using words from the text.

1)На первый взгляд не видно связи между собаками Павлова и тем, что интересует людей.

2)Условные рефлексы часто используются для того, чтобы управлять эмоциями других людей.

3)Понимание этих методов поможет вам распознать, когда вашими эмоциями управляют рекламщики, политики или средства массовой информации.

4)Ключ к этому процессу состоит в том, чтобы управ- лять автоматическими подсознательными ассоциа- циями, которые возникают у людей в ответ на раз- личные ситуации.

5)Тот факт, что формирование условных рефлексов происходит без сознательного осмысления, делает его привлекательным орудием для людей, которые хотят формировать поведение других людей.

V. Find in the text synonyms to the words given below comprehension, feeling, handling, instrument, method, reply, significance, source

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LEARNING PSYCHOLOGY IN ENGLISH

VI. Derive adjectives from nouns by means of suffixes –ic, -al,- able, - ible, -ing.

behavior, class, emotion, function, interest, origin, physiology, respect, response

VII. Derive adverbs from adjectives by means of suffixes –ly and –y.

actual, classical, conscious, easy, emotional, great, high, obvious, remote, simple, various

B.CLASSICAL CONDITIONING IN ADVERTISING

The art of manipulating people's associations has been perfected by the advertising industry. Advertisers consistently endeavor to pair the products they are peddling with stimuli that seem likely to elicit positive emotional responses . An extensive variety of stimuli are used for this purpose. Products are paired with wellliked celebrity spokespersons; depictions of warm, loving families; beautiful pastoral scenery; cute, cuddly pets; enchanting, rosycheeked children; upbeat, pleasant music; opulent surroundings that reek of wealth; and, above all else, extremely attractive mod- els—especially, glamorous, alluring women. Advertisers also like to pair their products with exciting events, such as the NBA Finals, and cherished symbols, such as flags and the Olympic rings insignia.

Advertisers mostly seek to associate their products with stimuli that evoke pleasurable feelings of a general sort, but in some cases they try to create more specific associations. For example, cigarette brands sold mainly to men are frequently paired with tough-looking guys in rugged settings to create an association between the cigarettes and masculinity. In contrast, cigarette brands that are mainly marketed to women are paired with images that evoke feelings of femininity. In a similar vein, manufacturers of designer jeans typically seek to forge associations between their products and things that are young, urban, and hip. Advertisers marketing expensive automobiles or platinum credit cards pair

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UNIT 6

their products with symbols of affluence, luxury, and privilege, such as mansions, butlers, and dazzling jewelry.

CLASSICAL CONDITIONING IN BUSINESS

NEGOTIATIONS

In the world of business interactions, two standard practices are designed to get customers to make an association between one's business and pleasurable feelings. The first is to take customers out to dinner at fine restaurants. The provision of delicious food and fine wine in a luxurious environment is a powerful unconditioned stimulus that reliably elicits pleasant feelings that are likely to be associated with one's host. The second practice is the strategy of entertaining customers at major events, such as concerts and football games. Over the last decade, America's sports arenas have largely been rebuilt with vastly more "luxury skyboxes" to accommodate this business tactic. It reaches its zenith every year at the Super Bowl, where most of the seats go to the guests of Fortune 500 corporations. This practice pairs the host with both pleasant feelings and the excitement of a big event.

It is worth noting that these strategies take advantage of other processes besides classical conditioning. They also make use of the reciprocity norm—the social rule that one should pay back in kind what one receives from others. Thus, wining and dining clients creates a sense of obligation that they should reciprocate their hosts' generosity—presumably in their business dealings.

I.Read the text

II.Say if these sentences are false or true.

1)Techniques of classical conditioning are often used in advertising and in business negotiations.

2)Advertisers pair their products with stimuli that elicit positive emotional responses.

3)Producers of platinum credit cards do not need to associate their products with any stimuli.

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LEARNING PSYCHOLOGY IN ENGLISH

4)Entertaining customers at concerts and football games creates in them unpleasant feelings.

5)Business cannot be associated with pleasurable emotions.

6)Reciprocity norm is one of the methods of classical conditioning.

7)Taking clients to dinner at restaurants creates in them a sense of obligation.

III. Choose the right ending of the sentence.

1)Advertisers marketing expensive automobiles pair their products

a)with traffic accidents

b)with modest houses

c)with luxurious mansions

2)Taking customers to major sports events elicits

a)pleasurable emotions

b)unpleasant feelings

c)a sense of obligation

3)Reciprocity norm is used

a)in intelligence testing

b)in advertising

c)in business negotiations

IV. Topic for discussion.

How are classical conditioning processes applied in management?

TEST

I. Put in the sentences words from the box.

a) attitudes; b) attractive; c) associations; d) awareness; e) conditioning;

f) feelings; g) manipulating; h) negative; i) obligation; j) persuasive; k) positive

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UNIT 6

1)Classical … actually contributes to the regulation of many important aspects of behavior.

2)The process of conditioning does not depend on conscious ….

3)Classical conditioning is used to manipulate emotions in … efforts.

4)The art of … people’s associations has been perfected by the advertising industry.

5)Advertisers try to pair their products with stimuli that are likely to elicit … emotional responses.

6)Manufacturers of jeans seek to create … between their products and things that are young, urban and hip.

7)Conditioning is a highly attractive tool for people who seek to shape others’ ….

8)Products are often paired with … models – especially, glamorous, alluring women.

9)The provision of delicious food and fine wine in a luxurious environment is a powerful stimulus that elicits pleasant ….

10)Wining and dining clients creates a sense of … that they should reciprocate their host’s generosity.

II. Match the term with the definition.

LEARNING PSYCHOLOGY IN ENGLISH

III. Choose Russian equivalents for the English words.

IV. Choose English equivalents for the Russian words.

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UNIT 7

UNIT 7

PERSONALITY TRAITS

A person's social behavior depends on his enduring features, but also on the personalities of others present, and on the nature of the situation. A person's behavior can be predicted to some extent from variables like age, sex, job and social class, since there are regular and specified relations between people occupying different positions in the social structure.

(1) Temperament. There is more consistency between different situations for features of temperament such as level of energy, mood and reactions to stress. Two dimensions which have repeatedly emerged from psychological research are introversionextroversion and neuroticism. These dimensions are somewhat

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LEARNING PSYCHOLOGY IN ENGLISH

similar to intelligence in that they are general factors of personality, a source of consistent behavior, and tests can be given for them.

Extroversion contains two components which are correlated but partly independent. These are behavioral extroversion, which consists of impulsiveness and a preference for action as opposed to thinking about action, and social extroversion, which consists of a liking for social situations, especially large and noisy ones.

By neuroticism we mean an inability to tolerate stress, a tendency to be anxious, to work ineffectively, to suffer from minor ailments such as headaches, sleeplessness and pains, and to find people difficult to deal with. Neuroticism is a matter of degree; about 5–10 per cent of the population would be classified as neurotic by psychiatrists, and could benefit from treatment. Neuroticism can be measured by questionnaire, interview, or from performance at laboratory tasks.

(2)Social performance. Individuals vary greatly in their entire style of social performance from one situation to another. There appears to be very little consistency so that personality cannot be described in terms of general traits like 'warmth', 'dominance', etc. Individuals are however consistent in groups or similar situations, and it is possible to describe their behavior at work; in committees, as chairman, etc. A person may be more or less socially skilled over a given range of social situations. Rewardingness may be an important part of this general ability -rewarding people are both more popular and influential. In addition there are a number of more specific social skills, such as dealing with subordinates ('leadership skills'), taking the chair at committee meetings, interviewing, giving lectures, etc.

(3)The self-image. This is not a' dimension' of personality but a cognitive structure consisting of the ideas a person has about himself. One way of describing an individual's social behavior is to list the main roles he plays in the groups to which he belongs; each role is linked to part of his self-image. The self-image also includes self-perceptions such as being 'intelligent' or 'lively', which may extend across all these roles, and lead to their being played in a

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characteristic way. The occupational role, and the way it is played, is a core feature of identity.

(4) Attitudes to authority. People probably have consistent attitudes to authority in their work situation, though they may have different attitudes to other kinds of authority. Most work takes place in organizations with a hierarchical structure. Some people have great respect for tradition, are subservient and deferential to those in authority and bully their juniors. At the other extreme are rebellious people who reject tradition and authority; in between are different degrees of acceptance and rejection of authority. It is probably necessary for members of working organizations to have some balance between the two — enough acceptance of authority to carry out orders, enough rebelliousness to appreciate that what the boss says is not always right, and that what was done last year may be out of date.

I.Read the text and translate it into Russian.

II.Answer the following questions.

1)What features influence social behavior of a person?

2)What dimensions of temperament are used in psychological research?

3)What components are contained in extroversion?

4)What do we mean by neuroticism?

5)When is social performance of a person consistent?

6)What can be included into the self-image of a person?

7)What kinds of attitudes to authority do people have in their work situations?

III.Give your opinion on the subject.

What dimensions and/or tests can be used to predict a person’s behavior at work?

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LEARNING PSYCHOLOGY IN ENGLISH

IV. Translate these sentences into English using words from the text.

1)Поведение человека можно предсказать, исходя из таких переменных величин, как возраст, пол, работа, социальный статус.

2)Поведенческая экстровертность состоит из импуль- сивности и склонности скорее к действию, чем к размышлению.

3)Психиатры считают, что примерно 5-10 процентов населения являются невротиками.

4)Существует множество специфических социальных навыков, например, навык руководить подчинен- ными («навык лидерства»), председательствовать на совещаниях, давать интервью, читать лекции.

5)В большинстве случаев люди работают в организа- циях с иерархической структурой.

6)Невроз можно исследовать при помощи анкет, опро- сов или путем оценки выполнения лабораторных заданий.

7)Некоторые люди питают большое уважение к тра- дициям, раболепны и почтительны по отношению к начальству и грубят подчиненным.

8)Другая крайность – это мятежные люди, которые от- вергают традиции и авторитеты.

V.Choose the noun which can follow this verb.

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