1. Subject and Course: Social
Psychology[PSYC0103]
Lecturer: T. Shankar
Submission date: 12 May 2014
Group / Session: Monday ( 8.00am-11.00am)
Name Student ID Number
Yong Seen Yee 0315883
Patricia Kong Weng Yee 0315837
Siew John Loong 0315871
Rifa’I Nusair 0316507

2. Acknowledgement
First, we would like to express our gratitude to our Social Psychology
lecturer, Mr. T.Shankar for all the guidance throughout this assignment. Your
guidance and advice are far by without a doubt, brilliant and it has helped us
so much throughout the process of accomplishing this challenging
assignment.
Secondly, we would like to thank all the participants who are involved
directly and indirectly in this assignment for providing us all the necessary
information for this assignment, and to Sunway Shopping Center, specifically
Cold Storage supermarket, for providing us all the aid we need when we are
shooting the video.
Last but not least, we would also like to thank our group members who
had given their full cooperation and sparing their time to fully contribute and
participate in the process of creating the video and the report despite their
busy schedule.

3. TABLE OF CONTENT
Content Page
Front cover 1
Acknowledgement 2
Table of content 3
Introduction 4
Method 5 – 7
Discussion 8 – 9
Appendices 10 – 13
Back cover 14

4. INTRODUCTION
This video shows the presence of social psychology concepts in our daily life.
People have classical conditioning once they have been through a certain kind of
experience numerous times.
In this video, we exemplified scenarios of doing one's daily routine ; How one
could know the exact place of the product, how one could think that the other might
have the same thought and how persuasions could easily change one's perspective.

5. METHOD
1. Apparatus & Materials :
The apparatus and materials that were used during the shooting were a
camera and a laptop to edit the video and creating the report.
2. Procedure :
• 10th
February 2014, we were assigned as a team for this project. We
then created a whatsapp group in order to have an efficient project
discussion and schedule. AFacebook group was also created later after
that so that we could send documents.
• 13th
April 2014, we started our first discussion and we all chose a
concept that we think would be in our video. After a few minutes of
choosing, we started giving ideas but none of the ideas have a strong
vibe to relate to the concept that we'd chosen. So we decided to head
home and thought about a suitable idea.

6. • 23th
April 2014, we had a discussion about the idea in our whatsapp
group. Finally we created an idea where it involves around our daily
life. A script was created soon after that.
• 10th
May 2014, we planned the time to film and the venues in the
whatsapp group. We planned according to our class schedules as there
are several session that varies and also we were consist of two different
courses which are QS and Archi's.
• 13th
May 2014, right after our lecture ended, we headed off to our
venue and we were given a brief about the video as in how the starting
would be like and where and when one would appear in the video. The
video filming took about 3 and a half hours as there were several NG's
made. As there were several passerby and promoter whom interfered
and distracted us, we did our best and the filming was successfully
finished. Later that night, we had another discussion in whatsapp
where we distribute parts like who will the person in charge of directing,
video editing, creating the presentation slides and last but not least the
report.
• 26th
May 2014, it was our last discussion so we decided not to do it in the
whatsapp group but instead face to face. We met in the 24/7 room

7. where we had a check on the finalized video. After watching the overall
video, we discussed about the report and the slides.
• 28th
May 2014, each of us sent our respective parts of the report and
one was then chosen to print and bind it. We then checked the slides
and did some rehearsing.

8. DISCUSSION
Our main topic is to compare between 2 different type of cheese which is
Chesdale cheese (Rich in Calcium) and Kraft cheese (High in Calcium). In this video, we
have 4 actors and 1 cameraman which consist of Seen Yee as consumer A, Yuen Xi as
consumer B, John as the promoter, Patricia who acted as a passer-by and last but not
least Rifai as a cameraman. Our 5 social psychological concepts from 5 different
chapters are Social Perception, Social interaction, Peripheral Persuasion; Classical
conditioning (the mere exposure effect) ; Social Influence; the framing heuristic and
false consensus.
One day, Seen Yee (consumer A) and Yuen Xi (consumer B) went to the
supermarket to do some grocery shopping they have already planned out what to buy
and they also know exactly where are the products could be found as they often shop in
that supermarket. For example, they need to buy some shampoos so they headed
straight to the shampoo area without needing to ask the staff where the shampoos are.
This is called Classical conditioning (the mere exposure effect). Secondly, Yuen Xi
headed over to the cheese section and grabbed the Chesdale cheese without any
hesitation, thinking that Seen Yee for sure would want this brand instead of the other
brands offered. After that, Yuen Xi headed back to Seen Yee only to find her rejecting
Chesdale and want Kraft cheese instead. This is called false consensus.
Thirdly, Seen Yee said that Kraft cheese is better because it is “High in calcium”
while Yuen Xi claim that Chesdale is better because it is “Rich in calcium”.

9. What was seen through here was social perception. Fourthly, when they both have
reached the cheese area and was dabbing among themselves, John (promoter of
Chesdale) popped out and started promoting the pro of Chesdale to Seen Yee. This is
called Social Interaction. Yuen Xi and John tried to persuade Seen Yee to buy the
‘Rich in calcium’ cheese as they thought that the word ‘rich’ sounds better than
‘high’. This called peripheral persuasion as Yuen Xi and John just commented
according to their own opinions but not based on the arguments and contents.
After Seen Yee seemed to finally agreed to buy Chesdale in defeat, John
and Yuen Xi left in satisfaction, but before Seen Yee left, Patricia (passer-by)
walked pass seen Yee and told her that Patricia herself prefer Kraft. Seen Yee
agreed and little did Yuen Xi and Johns knows but Seen Yee privately was going
to buy Kraft anyway and she had just put up an act to agree to buy Chesdale.
This is called social influence. Lastly, actually in reality, both brands of cheese
may have the same level of calcium, but having one which says “High n calcium”
and the other “Rich in calcium” sounded better to different people and
misleading and affected their way of thoughts. This is called the framing
heuristic.

10. APPENDICES
APPENDIX A : PICTURES
 Discussion
Discussing and planning the video and scheduling the time of filming etc etc
 NG's during the filming
 John is seen waiting at the cheese product station when Yuen Xi was
filming her part

11.  John is seen again in the video passing by Yuen Xi while filming
 Patricia was smiling and looking into the camera after passing by Seen
Yee who greeted her
 Seen Yee playfully sticks out her tongue at Yuen Xi after choosing the
cheese product and bought it back to the trolley

12.  Seen Yee looked into the camera while acting

13. APPENDIX B : SCRIPT
PSYCHOLOGYVIDEOASSIGNMENTSCRIPT
Seenyee and Yuenxi is shopping in the supermarket
Scene 1: seenyee and yuenxi reached the supermarket and they want to first buy some
shampoo so they headed straight to the shampoo area
Scene 2: while seenyee and yuenxi is grocery shopping, suddenly seenyee look over to
yuenxi and ask her to get the cheese because they want to make sandwiches later for
dinner. (cheese image in a bubble)
Scene 3: yuenxi headed over to the cheese section to grab the cheese and she say 2
different type of cheese, one saying “Rich in calcium” the other “High in calcium”, yuenxi
took “Rich in calcium” without hesitation thinking that seenyee will want this
for sure.
Scene 4: yuenxi headed back to seenyee only to find her asking yuenxi why she
choose “Rich in calcium instead” instead of “High in calcium” and say she doesn’t
want the “Rich in calcium” (picture of the brand crossed out and “High in calcium”
ticked)
Scene 5: yuenxi shrugged her shoulders in a confuse manner and ask why
Scene 6: seenyee say “High in calcium” because it’s higher in calcium than “Rich in
calcium” while walking towards the cheese area
Scene 7: Both have reached the cheese area and a “Rich in calcium” and John
(promoter) popped out and started promoting the advantages and good points of
“Rich in calcium”

14. Scene 8: seenyee and yuenxi both looking stupidly at John and seenyee nod her
head in defeat, agreeing to buy “Rich in calcium” instead of “High in calcium”
Scene 9: yuenxi started walking off towards the casher. Patricia (as an aunty
passerby) came towards seen yee. And due to the fact that Patricia is more
experienced than seen yee, seen yee believes Patricia and finally chose the Kraft
cheese product.