Behavioural Studies Coursework: Groups, Attitudes and Learning

Behavioural Studies Coursework B - Groups, Attitudes and Learning

1. Explain why the Hawthorne studies were a major influence in the study of Group Theory.

The Hawthorne studies, in particular the Bank Wiring Observation Room experiments, have been a major influence in the study of group theory. A group is ‘any number of people who interact with one another, are psychologically aware of one another, and perceive themselves to be in a group’ (Shein, 1985). Groups are constantly present in society and are used to improve routine performance, to encourage skill sharing and training and to improve decision making. The Hawthorne studies have allowed a further insight into the behaviour of groups.

The Bank Wiring Observation Room experiments consisted of three subgroups of men, including three wirers and one supervisor. There were also two supervisors who overlooked the group’s productivity and output. Initially, observations were focussed on interactions between the men in each subgroup. This revealed two ‘cliques’, which were in contrast to the other formal subgroup. These crossed the “formal group boundaries” and conveyed that the workers believed a more social environment would benefit them. It can be argued that “work is a social function” (Three Star Leadership, 2007) as, although throughout the Hawthorne studies work is discussed as an economic function, this experiment highlights that friendship, personal satisfaction, culture and social norms were of importance to the groups.

Further study revealed that the subgroups acquired several informal norms, and created methods to impose them. According to Roethlisberger and Dickson (1939), the groups were attempting to output just the right amount so as their management would not expect an increase in output and their piece rate would not be cut. This portrays the group communication and commitment as they have agreed what their aim is and are acting solely towards that. These groups are more likely to be effective as they have clearly clarified their goals and they appear to trust one another to do as they have negotiated. The employees in the experiment also established that no member of the group would tell a supervisor an information that would get a colleague into trouble – this, again, highlights the trust within a group. The workers, also, believes that it was important to maintain social contact, and that even the inspectors should not exhibit social distance.

1. “Attitudes in a society may be changed by using campaigns that forcefully put their message across to the public”. Give examples of two attitude change initiatives that you are aware of (e.g. drink-driving, speeding) and discuss their success or otherwise in terms of attitude theory.

Campaigns are utilised to transform destructive attitudes in society into their positive alternatives. They are forcefully conveyed, particularly by the government, in hope to alter how the public think. Road safety and discrimination are among the many attitude change initiatives that the government are attempting to express the importance of. Attitude theories are used to reinforce the desired notions and to help the government understand how to accomplish their goal.

Road safety is a term that suggests all members of the public would wish to follow it. However, this is not the case. Despite road safety rules being in place to protect the public, from the elderly to young infants to cyclists, many drivers are still testing the boundaries and causing severe damage to others. Although there are clearly defined speed limits for most areas, some drivers decide to disregard the law and speed nevertheless. In 2009, 4,187 people were killed or seriously injured, due to the vehicle involved in the crash speeding (Directgov, 2012). This number could have been significantly reduced by the motorists obeying the speed limits and driving to suit weather conditions. It seems apparent that these road users do not have the right attitude for driving. Cognitive dissonance may explain as to why this occurs. Although these drivers are aware of the consequences of speeding, they perhaps view reasons to speed, such as getting to the destination faster, as more important, causing them to overlook their additional views.

The governments “THINK!” campaign aims to “encourage safer behaviour to reduce the number of people being killed and injured on our roads every year”. It would appear to most that this statement is sensible, however, most drivers take a “we all do it” and “it won’t happen to me” attitude towards speeding. “THINK!” makes clever use of the media, creating dramatic and lasting impressions on television adverts and billboards to discourage speeding by portraying the horrific consequences. According to Sussex Safer Roads, 44% of road used believe that small speed infractions are acceptable on clear roads. The government consider this attitude to be extremely dangerous and irresponsible, and intend to alter this view by ensuring that the public is aware of the effects of speeding and how to prevent them.

Discrimination, despite having recently decreased, is still very much present in today’s society. It takes many forms, from racism to ageism, and affects thousands of people in the UK. It can be argued that discrimination is solely down to attitude. As attitudes are created over time by influences in society, they are often difficult to manipulate. Therefore, not only a single person’s attitude must be altered, but their entire peer groups. Scotland Against Racism is one of the countless campaigns working to fight against discrimination. This campaign works around Scotland, using posters and face-to-face contact to educate the public on racism. It aspires to influence people’s views, on mass, to take a new, modern stance on people from all around the world.