1) The document contains summaries of 7 articles related to concepts from social psychology. 2) The first article summarizes an Air Asia advertisement strategy using the concept of persuasion to influence customers' attitudes towards Air Asia's low ticket prices. 3) The second article discusses how Justin Bieber's perfume launch used attitude change to influence fans to purchase the perfume due to their liking of Bieber.

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Assignment 2
Social Psychology (PSYC 0103)
FNBE July’2012
Group B
Yam Yih Hwan (0305861)
Low RongTzuoo (0308336)
Ng Jun Keat (0307587)
20th
November 2012

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Article 1 (Chapter 6 Part 1)
AirAsia Berhad is a Malaysian-based low-cost airline. AirAsia is Asia's largest
low-fare, no-frills airline and a pioneer of low-cost travel in Asia. AirAsia group
operates scheduled domestic and international flights to over 400 destinations
spanning 25 countries. Its main hub is the Low-Cost Carrier Terminal (LCCT) at
Kuala Lumpur International Airport (KLIA). Its affiliate airlines Thai AirAsia,
AirAsia Philippines and AirAsia Japan have hubs in Suvarnabhumi Airport, Clark
International Airport and Narita International Airport respectively. When school
holidays are around the corner, family, students, workers and other will look for air
tickets to travel across other nations or countries for vacation. People usually look for
the promotion from the Air Asia Berhad, because Air Asia always provides different
promotion on the newspaper during high session such as, public holidays and school
holidays.
In the article, Air Asia Berhad had come out with a psychological strategy
known as “Persuasion” from Chapter 6 Part 1. Persuasion means the changing of
beliefs, attitudes, or behaviors of an individual through the obtained information.
People tend to change their attitude when they see the advertisement of Air Asia
promotion in the newspaper when Air Asia provided cheaper air tickets during the
holidays. This is also known as the peripheral route persuasion, people are influenced
by incidental cues, for example, the attractiveness of low price for air tickets. They
are less likely to think further as the advertisement had provided good offers to them.

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Article 2 (Chapter 6 Part 1)
In this article, the teen pop star Justin Bieber has launched his first prestige
market fragrance named SomedayPerfume. On the year 2012, the upcoming 40th
FiFi
Awards will be awarded to Justin Bieber during the Elizabeth Taylor Fragrance
Celebrity of the Year Award. It comes as no surprise the pop sensation will be
honored at this year's ceremony because JustinBieber's debut women's perfume broke
the records by earning $3 million in just three weeks someday back in June 2011.
Through publish of this article, it had applied a psychology terms in Chapter 6
Part 1, “Attitude Change”. Attitude change occurred when a particular source changes
an individual’s beliefs and attitudes about some situational cues. Justin Bieber has
10,434,248 fans on Twitter, 20 million fans on Facebook and 10 million for those that
doesn’t be on Twitter or Facebook. Among all his the fans, some of them might not
use perfume, but still they purchased the perfume. It is mainly due to their liking
toward the celebrity, not the products. They wanted to obtain everything their
celebrity had. Therefore, most of them are likely to change their attitude and
purchased the Someday Perfume.

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Article 3 (Chapter 6 Part 2)
This article is aboutchildrenwhich are obese at early age might lead to heart
disease, diabetes and other health problems when they became adult. When a child is
overweight, it normallystays in the same way into adulthood.According to the article,
they advised that young children that are obese should take on weight-loss program
because the success rate is higher when they are young. One of the Dutch
researchers’randomly assigned 75 heavy children to either usual care or a weight-loss
programme to study the differences between the group under usual care and weight-
loss programme. After a yearof study, children with the weight-loss programme had
gained 1.9kg and those with usual care had gain 3kg. Thereare also chances that the
differences are due to body mass index (BMI). Children in the weight-loss
programme went down one unit in BMI, while the others saw no change. This
research shows that heavy children who start weight-loss programmes early had a
higher success rate to slim down in the future.
Based on this article, the concept that had applied is“Conformity and
Compliance” from Chapter 6 Part 2. Conformity is a change in person behavior due to
real or imagined influence of other people. Normally as a parent, they make sure
theirchildren are full all the time and won’t leave them in hunger. So, they won’t care
if their children are overweight as they think it is part of their growth. After reading
this article, parents with heavy children will realize the harm of obese for their
children, and started to change their attitude by helping their children with obese
problems to lose weight at their early age before it is too late. It helps to make the
parents felt more comfortable when having their children grown-up as a healthy kid.
On the other hands, compliance is a change in behavior under a direct request from

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another person. After seeing this article that had published by the authority, parents
willcomply the request since they think that the article is trustworthy and bring
benefits to them.

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Article 4 (Chapter 6 Part 2)
This article is about teaching love, virtue and compassion. Our society is
becoming worst. There are a lot of cases like bullying amount teenagers, baby
dumping and child abuse. For example, a 14 years old boy was beaten to death by
bullies while other people just stood there and watch. What has driven our society to
become so inhumanity? What can we do to reduce things like this from happening?
Education is one of the ways, having faith and religious class is another way.
Religious class teaches the aspect of rituals, sins and punishment that able to relief
humanity and life. Children should learn all this and not to become a blind follower.
Parents should become a good example for their children, every move and action they
made is observed by their children and it will pass down to them. As a responsible
parent, we should show love to our children and forgive them for their mistakes so
that they can learn to become a much responsible person.
The article above shows that “Conformity” from Chapter 6 Part 2 occurred.
Conformity occurs when a person behavior started to change after influenced by other
people so that they can fit into the same group as them. Conformity is also known as
major influence. For most of the parent, after reading this article they will start
wondering whether they are being a good parent for their children.
Theirbehaviorbegins to change in order to see where are their mistakes and what can
they do to change their attitudes. To ensure their children grown up to become a good
person, they need to make sure their children are educated and had a warm family
environment among them.

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Article 5 (Chapter 7)
Penny Marshall, a 69 years old comedic actress broke the barriers in
Hollywood by becoming the first female director to make a film that grossed over
USD $100 in a male-dominated field. Her lack of fear of being thrown out of
Hollywood and the lack of afraid to ask for help allowed herself to become a
successful person today. She encourages all the future female filmmakers to take up
some chances and challenge all the obstacles in order to fulfill their ambition. Also,
her advices to the future female filmmakers is to use those advanced filmmaking tools
wisely as during her period, the technology isn’t as advance as now. Even she’s able
to break through the barriers, why not for the future filmmakers?
Regarding the article, it involved the concept from Chapter 7, the “Gender
Stereotypes”. Gender stereotypes are simplistic generalizations about the gender
attributes, differences, and roles of individuals. Many people recognize the dangers of
gender stereotyping, yet they continue to make these types of generalizations. Glass
ceiling and glass escalator are two biggest barriers for women. Glass ceiling is a
barrier to prevent females to advance into higher positions. As long as sexism occurs,
women are hardly able to be promoted as society sees women as weak and irrational.
Besides that, glass escalator is also one of the reasons. Even men are promoted much
faster in predominantly female occupations; it makes most of the women become
unimportant in society.

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Article 6 (Chapter 7)
The article proved that men are better at multitasking than women after
conducting a Swedish research by a psychology professor at Stockholm University.
He found that the ability to combine several tasks at the same time for men would link
to spatial ability, the ability to mentally manipulate 2 and 3 dimensional figures. He
recruited 160 participants that included men and women between the ages of 20 to 43.
They were instructed to keep track of three digital clock that displayed different times
at different speed. After the experiment, it shows that the differences in spatial ability
and working memory based on the tests given.
The following article involved the concept “Stereotypes” from Chapter 7.
Stereotypes mean the belief of a particular individual toward social groups in term of
traits and characteristics. Even peoples are aware that some men are good in
multitasking, but they tend to categorize according to what they regard as norm, for
example, mothers usually perform more works at home than their husbands.
Therefore, people tend to generalize every women are good in multitasking, saying
that men aren’t good at multitasking. However, stereotypes may sometimes be
accurate or inaccurate and positive or negative. Anyhow, it still depends on the
individual belief.

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Article 7 (Chapter 8)
The article is about the death of a pregnant woman in Catholic country. The
woman had requested numerous times for abortion, but all her requests were turned
down by doctors due to the law in Catholic country. She passed away in a hospital in
Galway city last month because of the delayed of her termination of pregnancy. Her
death had brought up 1000 people staged a demonstration outside the Irish parliament.
This article involved the psychology concept from Chapter 8, “Social Norms”.
Social norms are also known as cultural norms. Cultural norms are a pattern of
behavior toward typical of specific groups. These behaviors are usually learned from
parents, teachers, peers, and others whose values, attitudes, beliefs, and behaviors take
place in the same context of their own organizational culture. Due to cultural norms,
the doctor in Dublin refused to provide help to the 27-year-old dentist which under
agony in her pregnancy statue because of the law in a Catholic country. In this
situation, social responsibility norms are denied. The dentist life is dependent by the
abortion but it has turned down several times by the doctor.

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Article 8 (Chapter 8)
In Hong Kong, beauty parlour treatments had killed a 46 years old woman and
three others, aged 56, 59 and 60, are in the hospital fighting for their lives. It is
believe that the cause of the dead is involves blood transfusion. Both police and
medical authorities are investigating this case. The 46 aged women died of septic
shock according to a government spokeswoman. Septic shock is caused by bacterial
infection and can cause respiratory and organ failure. The four women had undergone
blood transfusion procedure at the beauty chain; the treatment is to boost their
immune system and appearance. Surprisingly the procedures were carried out by a
doctor who is not employed by the parlour. The four women fell ill after the treatment;
they have sickness like fever, dizziness and diarrhoea. The direct cause of the woman
death has not been confirmed but experts say it is likely to be bacterial infection.
Experts now have to find out where did it when wrong. Did it happen when the blood
was drawn out or when it was injected back into the body?
This article related to the concept “Empathy and Altruism”. The meaning of
empathy and altruism show that when we feel empathy for someone, we will help the
person for altruistic reason doesn’t matter what we have gain. When a person feels
empathy, the person will help regardless what the benefits are. When a person does
not feel empathy, the person will help if only the person is interested. The aim is to
help the person and not to gain anything in return. This article is trying to make
readers feel empathy for the four women because of their eager to change into a better
looking appearance but at the end they got the opposite. It helps those victims to gain
some donations so that they are able to recover from their illness even though the

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publisher didn’t gain any benefit from it. In conclusion, readers will also felt empathy
for the four victims and wanted to do something to help them.

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Article 9 (Chapter 9)
This article is about modern theatre involved interaction between actors and
audience within horrified, frightened, aggressive criminal scenes in past decades. By
paying money, audience’s able to experience terror situation they had yet experienced.
The show director, John Harlacher explained that all these serial killers have an
individual resonance. Those killers had become a habit to behaveaggressively in order
to obtain benefits for themselves. They been doing harm and causing pain to other
person they haven’t met them before. Then, they kill them ruthless just to gain their
benefits.
To sum up the foregoing, this modern theatre had used one of the psychology
terms, which is “Catharsis” from Chapter 9. Catharsis basically means performing an
aggressive act, watching others engage in aggressive behaviors, or engaging in a
delusion of aggression comfort built-up aggressive energies and hence reduces the
likelihood of upcoming aggressive behavior. For instance, the modern theatre had
shown and allowed audience’s to experience different types of murders, frightened
scenes in order for audience’s to be physiological arousal of aggressive acts and
behave respectively before engaging themselves in aggressive scenes.

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Article 10 (Chapter 9)
A 29-year-old man was arrested yesterday over the vicious machete attack on
the son of a former MP at WangsaMaju on Sunday. Kuala Lumpur police chief DCP
DatukMohmadSalleh said police picked up the suspect at his house in Gombak at 3am.
He said with the arrest of the suspect police hope to trace his four accomplices who
were also involved in the attack. Police believe the motive of the attack could be
revenge or linked to debts. Wan MohdNajib was quoted by Berbama as saying his son
may have been attacked by assailants hired by a youth who had earlier lost a game of
snooker to Faizal. He also said the youth is the son of a businessman who is a Datuk.
In this article, I believe the suspect has applied one of the psychology concepts
from Chapter 9, which is “Hostile Aggression”. Hostile aggression basically means an
act of aggression in which the prime objective is inflicting some kind of harm on the
victim and is usually accompanied with anger. The 29-year-old man attacked the son
of a former MP numerous times in order to inflict some kind of harm. The motive
behind those attacks is due to anger and frustration of the suspect who had recently
lost a game of snooker to the victim. Therefore, the suspect launches the revenge in
order to make he feel better.