Cheok was a member of St. John Ambulance Malaysia who collected donations every year on Flag Day. She suggested collecting at Taylor's University because she stereotyped the students as wealthy. However, most students rejected her requests as the day progressed. Due to diffusion of responsibility, they did not donate assuming others would. Cheok became frustrated and angry at the big letdown. Her friend Yin Ji saw this and provided social support, encouraging Cheok and lifting her spirits.

1. PSYCHOLOGY
VIDEO CLIPPRESENTATION

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THE
6
CASTS
CALEB SOH ER WEN
0320292
CHEOK JIAN SHUANG 0320089
CHONG CHIN PIN 0319595
ESTHER CHUAH
0321422
NG HUOY MIIN
0319097

3. THE STORYLINE
This story revolves around our main character, Cheok. Cheok was a member of St. John Ambulance Malaysia in her
high school. And every year, in conjunction with the annual Flag Day, they would go about collecting donations to
contribute to their association. So it was during such an occasion when the SJAM members were deciding on a
suitable location to collect donations, Cheok suggested to head to Taylor’s University Lakeside Campus as she had
the impression that the students there were all wealthy and such would be willing to donate more.
-
-So after the agreement of everyone, Cheok headed to Taylor’s the very next day. She started of with a positive
outlook, with high hopes that the student from Taylor’s University would be really generous due to their presumed
wealth.
-
Unfortunately, as the day went on, Cheok started to realize that might not be the case as most of the students
rejected her approach. She got more and more discouraged as the day progressed until she could no longer bear it.
-
She broke down and got really angry, frustrated at the big let down she felt as the reality of the students from Taylor’s
did not match her initial expectations. At this moment, Cheok’s close friend, Yin Ji, saw Cheok’s expression and came
over to comfort her. She encouraged Cheok and gave her some advice which helped to lift up Cheok’s spirit.

4. THE VIDEO CLIP

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THE
5
PSYCHOLO
GY
CONCEPTS
1. Stereotype
2. Persuasion
3. Diffusion in
Responsibility
4. Aggression
5. Social Support

6. #01. Stereotype
Definition
- A general belief about a group of
people.
How Cheok perceived Taylor’s
students?
- She thinks all Taylor’s students are
rich

7. #02. Persuasion
Definition
- A symbolic process in which communicators try
to convince other people to change their
attitudes or behaviors regarding an issue
through the transmission of a message in an
atmosphere of free choice.
How Cheok made her approach
towards Taylor’s students?
- She convinced Taylor’s students by telling
them how important the fund meant to all of the St
John’s members.

8. #03. Diffusion in
Responsibility
Definition
- A social psychological phenomenon
whereby a person is less likely to take
responsibility for action or inaction when
others are present.
What are the reaction of Taylor’s
students ?
- They refused to donate because
they assumed that if they didn’t donate,
someone else will still make a donation.

9. #04. Aggression
Definition
- Overt, often harmful, social
interaction with the intention of inflicting
damage or other unpleasantness upon
another individual.
What’s Cheok reaction to all
rejection?
- She shouted, kicked the chairs
and slammed the door to release her
frustration.

10. #05. Social Support
Definition
- The perception and actuality that
one is cared for, has assistance available
from other people, and that one is part of a
supportive social network.
How Cheok deals with her
sadness?
- She sought for social support
from her best friend in St John.

11. THANK
YOU!
CALEB // JENNY // APPLE // ESTHER // YIN JI // CHEOK