101184 Lecture Notes - Lecture 10: Factor Analysis, Reductionism, 3Rd Force

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crimsoncoyote209

30 Aug 2018

School

UWS

Department

University of Western Sydney

Course

101184

Professor

Kell Tremayne

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Lecture 10 - Personality

Personality

• What is the study of personality all about?

o Kluckhohn & murray (1953) say it is the investigation of 3 questions:

o How a person is like all other persons

o How a person is like some other persons

o How a person is like no other persons

o Different personality theories provide different answers to these questions

• Personality theories belong to one of 5 major approaches

• Trait approach

• Biological approach

• Social-cognitive approach

• Psychoanalytic approach

• Humanistic approach

• General focus questions for this lecture

o What does each approach have to say about personality?

o What is the best possible theory of personality?

Trait theories

• Two definitions of trait

1. A trait is an observed tendency to behave in a particular way

• Trait = adjective e.g., shy, devious, manipulative, open or friendly

2. A trait is an inferred, or hypothesised, underlying pattern of internal processes that

generates a behavioural tendency

• Allport and Odbert (1936)

o Compiled a list of some 18000 words from Webster's unabridged dictionary that could

be used to distinguish one person from another

o Reduced these to approximately 4000 or 5000 trait names indicating relatively stable

personality traits

o Encouraged theorists to attempt further refinement of the list of traits

Raymond Catell (1957)

• Relied on factor analysis to group together those adjectives on allport and odbert's list that

were highly correlated with each other

o E.g. intuitive and creative highly correlated, thus they go together in a higher order

personality factor (i.e. imaginative)

• Identified 16 personality factors

o E.g. imaginative, emotionally stable, tender-minded, suspicious, sensitive, tense

The five factor model or big 5

• Mccrae and costa (2008)

o Factor 1 : extroversion (v introversion)

o Characteristics:

• Warmth, gregariousness, assertiveness, activity, excitement seeking, positive

emotion

o Factor 2: conscientiousness (v lack of direction)

o Characteristics

• Competence, order, dutifulness, achievement striving, self-discipline, deliberation

o Factor 3: agreeableness (v antagonism)

o Characteristics:

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• Trust, straightforwardness, altruism, compliance, modesty, tenderness

o Factor 4 neuroticism (v emotional stability)

o Characteristics:

• Anxiety, angry hostility, depression, self conscious-ness, impulsivity, vulnerability

o Factor 5 openness to experience (v closedness to experience)

o Characteristics:

• Active fantasy life, artistic interests, emotionally open, flexible, intellectual,

unconventional

• Ways of remembering the 5 factors:

o Ocean

• Openness

• Conscientiousness

• Extroversion

• Agreeableness

• Neuroticism

o Canoe

• Conscientiousness

• Agreeableness

• Neuroticism

• Openness

• Extroversion

Evaluation

• Contributions

o Traits are supposed to be relatively easy to measure

• Main form of measure is self-report questionnaire

▪ E.g, cattell's 16PF ; Eysenck's EPI

• Such measures have encourages "quantitative" experimental research

• Limitations

o Self report questionnaires are open to "faking"

o Trait approach is largely descriptive

• It does not explain the underpinnings of that behaviour

Biological bases of personality

• Differences in the functioning in the nervous system

o Hans Eysenck (1953)

• Identified 3 personality factors

1. Extroversion v introversion

2. Neuroticism c emotional stability

3. Psychoticism v impulse control

• Eysenck postulated specific relationships between the Extroversion-introversion type and the

ascending reticular activating system (ARAS).

o The broad function of the ARAS is to mediate cortical arousal

• Introverts have higher levels of ARAS arousal than extroverts

o Thus, introverts are - relative to extraverts - "stimulus shy"

• In other words, it takes a relatively small amount of stimulation to exceed the

introverts "optimal arousal threshold" and there by become aversive

• Eysenck claimed that the basis of the neuroticism stability type is differences in visceral brain

activation

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Document Summary

Identified 16 personality factors: e. g. imaginative, emotionally stable, tender-minded, suspicious, sensitive, tense. Evaluation: contributions, traits are supposed to be relatively easy to measure, main form of measure is self-report questionnaire, e. g, cattell"s 16pf ; eysenck"s epi. Such measures have encourages "quantitative" experimental research: self report questionnaires are open to "faking, trait approach is largely descriptive. It does not explain the underpinnings of that behaviour. Biological bases of personality: differences in the functioning in the nervous system, hans eysenck (1953) Introverts have higher levels of aras arousal than extroverts: thus, introverts are - relative to extraverts - "stimulus shy" The genetic bases of personality: the most definitive studies in the area compare twins reared together and twins reared apart. If personality is due to genetic inheritence then since mz twins share 100% of their genes, then personality correlation for twins, even when reared apart, will be higher for.

Related Questions

There are sometimes conflicts within the same code, between the code and the __________ and between the code and a counselor's value system.

		Judgment
		Ethics
		Law
		Value

2 points

Question 2

Section A of the ACA Code of Ethics highlights important issues within the __________________________________.

		Privacy Act
		Confidentiality Act
		Professional's Responsibility
		Counseling relationship

2 points

Question 3

______________________ in a code sometimes lag behind the values of society and of professional associations.

		Laws
		Attitudes
		Values
		Beliefs

2 points

Question 4

Which section was added to the latest edition of the ACA Code of Ethics (2014)?

		Resolving Ethical Issues
		Advocacy and Social Justice
		Distance Counseling, Technology, and Social Media
		Research and Publication

2 points

Question 5

Which of the following is not one of the ethical "hot spots" identified in this chapter?

		Gatekeeping
		Social and Cultural Issues
		Informed Consent
		Technology

2 points

Question 6

Which of the following is not a type of ethical decision-making model discussed in the text?

		Problem-solving model
		Advocacy model
		Social constructivist model
		Developmental model

2 points

Question 7

_______________ has to do with protecting the independences, self-determination and freedom of choice for client.

		Nonmaleficence
		Beneficence
		Justice
		Autonomy

2 points

Question 8

People who have this view of the world, see things in black and white, are very concrete, rigid, and authoritarian.

		Dualistic
		Modern
		Post-modern
		Flexible

2 points

Question 9

Which section of the ACA Ethical Code (2014) offers guidelines on how to report an ethical violation?

		Section B
		Section I
		Section E
		Section A

2 points

Question 10

.__________ is the responsibility under the law for a violation of federal or state criminal statute.

		Beneficence
		Nonmaleficence
		Civil liability
		Criminal liability

2 points

Question 11

To prove that they are following the best practices of their professions, counselors should:

		Know relevant laws
		Maintain good records
		Stay professional with clients
		All of the above.

2 points

Question 12

______________ is the most rigorous form of credentialing.

		Accreditation
		Licensure
		Certification
		Registration

2 points

Question 13

Theories help counselors and other helping professionals in the following way(s):

		conceptualizing clients' problems
		necessary to become a licensed psychotherapist
		offer specific techniques to apply
		both a and c

2 points

Question 14

What is a paradigm shift?

		A change like a universe.
		A change in the way information is perceived.
		A change in theory.
		A change in human nature.

2 points

Question 15

Do psychodynamic theories consider which of the following to be important in understanding a person's functioning?

		Child-rearing practices
		The unconscious and conscious
		Examining the past
		All of the above

2 points

Question 16

Sigmund Freud was trained as a:

		Physician
		Counselor
		Caseworker
		Social worker

2 points

Question 17

Freud believed that there are ____________ structures that make up personality.

		1
		2
		3
		4

2 points

Question 18

Freud, and later his daughter Anna Freud, identified a number of _______________ that help people to cope with anxiety.

		Defense skills
		Coping mechanisms
		Coping skills
		Defense mechanisms

2 points

Question 19

___________ believed that each of us has a unique psychological type which includes the attitudes of extraversion and introversion.

		Freud
		Rogers
		Jung
		Cattell

2 points

Question 20

_______________________ believed that every child was born with innate and unique capabilities and is inherently moving toard the future, not determined by the past.

		Adler
		Freud
		Rogers
		Jung

2 points

Question 21

Existential-humanistic approaches embrace a phenomenological perspective, stressing all but which of the following?

		The subjective reality of the client
		the role of the unconscious
		How the counselor uses his or her personal qualities in counseling
		the importance of consciousness and/or awareness

2 points

Question 22

Although Ludwig Binswanger is generally acknowledged as being the first existential therapist, who is seen as the person who popularized this approach through "logotherapy"?

		Irvin Yalom
		Carl Rogers
		Alfred Adler
		Viktor Frankl

2 points

Question 23

____________________ developed client-centered therapy.

		Carl Jung
		Viktor Frankl
		Carl Rogers
		Ludwig Binswanger

2 points

Question 24

Today, most Gestalt therapists believe that from birth, the individual is in a constant state of ______________ through a process of need identification and need-fulfillment.

		Self-regulation
		Self-actualization
		Existential crisis
		Emotional distress

2 points

Question 25

This therapy was developed by Albert Ellis during the 1950s.

		Psychodynamic therapy
		Behavioral therapy
		Cognitive therapy
		Rational emotive therapy

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Write a summary of of this article below. You should write at least one paragraph.

ABSTRACT
Feminist theories in sociology reflect the rich diversity of general theoretical
orientations in our discipline; there is no one form of feminist theory. The development
of these theories over the last 25 years has only recently begun to
influence the mainstream theory canon, which has much to learn from their insights.
This chapter demonstrates why feminist versions of the following theory
types should be more fully integrated into mainstream sociological theory:
neo-Marxist, macro-structural, exchange, rational choice, network, status expectations,
symbolic interactionist, ethnomethodological, neo-Freudian, and social
role. Feminist standpoint theory, an epistemological critique of mainstream sociology,
is discussed at the beginning, and the chapter concludes with a brief
account of the newly developing effort to theorize the intersection of race, class,
and gender.
INTRODUCTION
The term âfeminist theoryâ is used to refer to a myriad of kinds of works, produced
by movement activists and scholars in a variety of disciplines; these are
not mutually exclusive and include: (a) normative discussions of how societies
and relationships ought to be structured, their current inequities, and strategies to
achieve equity; (b) critiques of androcentric classical theories, concepts, epistemologies,
and assumptions; (c) epistemological discussions of what constitute
appropriate forms, subject matters, and techniques of theorizing from a feminist
perspective; and (d ) explanatory theories of the relationship between gender and

various social, cultural, economic, psychological, and political structures and
processes. Much of this work is explicitly interdisciplinary in inspiration and
intended audience. To complicate matters further, there is no consensus on the
exact meaning of the word âfeminist,â which makes it difficult to distinguish
with precision between theoretical material that pertains to gender (e.g. Parsons
1949, 1955, which no one would label feminist) and gender-related theory that
is specifically âfeminist.â Finally, there is little consensus among feminist sociologists
about the basic theoretical questions that require an answer, resulting
in the proliferation of theories at a low level of abstraction that explain specific
phenomena (e.g. pay inequity), in addition to more abstract, general works.
To remain within the limits of one chapter, I confine this review in several
ways, beginning by excluding feminist theory that has not been produced or used
extensively by sociologists. While feminist theory is often defined as âwomencenteredâ
(e.g. Lengermann & Niebrugge 1996:436; Smith 1979, 1987; Alway
1995), I use a definition that focuses more broadly on gender, yet maintains the
normative emphasis implied by all definitions of the term feminist, which thus
enables one to distinguish feminist from other gender-relevant theory.

Some feminists focus on those contemporary theories and texts that ignore
the contributions of feminist theories and the topic of gender and conclude that
feminist contributions remain largely ghettoized within our discipline (e.g.Ward
& Grant 1991, Alway 1995). My view is that, while progress has been made
in integrating feminist concerns and insights into the disciplineâs theoretical
discourse, much work remains to be done. This chapter demonstrates the
abundance and variety of feminist theoretical insights that can and already have
to some extent contributed to a more robust theoretical understanding of social
life, one which reflects the centrality of gender in virtually all sociocultural
contexts. It also demonstrates that feminist theories emanate from, critique, and
revise the rich array of theoretical traditions that define our discipline. Space
limitations preclude much discussion of precisely how feminist theories can be
better integrated with mainstream ones. Rather, I focus attention primarily on
reviewing the central insights of feminist theories in order to better inform those
sociologists who may be unfamiliar with much of this body of work about the
rich array of theoretical ideas that are at their disposal.

EPISTEMOLOGICAL ISSUES
Much of the literature that is labeled âfeminist theoryâ consists of epistemology
and epistemological critiques of âmalestreamâ sociology. Its foundations reflect
several nonfeminist traditions, especially Marxâs and Mannheimâs discussions
of ideology, Foucaultâs work on knowledge and power, and phenomenological
and ethnomethodological approaches, the exact mix of influences varying by
author. While this work makes important contributions to these traditions, for
two reasons I believe that it is a misnomer to call thiswork feminist epistemology
(or theory). First, the issues raised are not in any fundamental way different
from those raised by many scholars who haveworked in these traditions but have
not been interested specifically in women or committed to feminism. Feminists
extend their insights in important ways, but this does not constitute a uniquely feminist approach to sociology. Second, many women in sociology, whose
scholarship they and others consider as well within the feminist tradition, do
not agree with this perspective.
Feminist scholars in a number of disciplines critique what they define as
mainstream, âmasculinist,â âobjectivist,â and âpositivistâ social science, and
develop a âfeministâ alternative called standpoint theory. In sociology, the
two most widely cited are Dorothy Smith (especially 1987, 1990, also 1979,
1989) and Patricia Hill Collins (especially 1990, also 1986, 1989), whose basic
ideas constitute the focus of this section (see also Harding 1986, 1991). Where
Smith focuses on developing a âwomanâs standpoint,â Collinsâ work is directed
at an Afrocentric feminist standpoint epistemology. The Issue of Essentialism
Feminist standpoint theory, which is highly attuned to reification committed by
mainstream sociologists, cannot avoid reifying the genders. While Smith and
Collins explicitly recognize considerable variation among women (and presumably
men) in their experiences and consciousness, their own logics, and
many times wording, make it clear that they assume that there are overarching,
gender-specific standpoints; they could not otherwise talk about a âmasculineâ
form of discourse. In addition, Collins explicitly cites such feminist theorists
as Gilligan (1982) and Chodorow (1978, also 1974), who argue that the
genders are fundamentally different in their moral reasoning and capacities
for/commitments to interpersonal relationships.
Positing dichotomous gender differences that are treated as transcultural and
transhistorical is termed âessentialism,â a view that has substantial currency
among feminists in a variety of disciplines but is hotly contested in our own
(e.g. Lorber et al 1981, Coser 1989, Epstein 1988). The empirical evidence for
it is flawed, often based on small, nonrandom, American samples, and typically
finds only modest differences, along with extensive overlap, between the sexes.
Essentialist thinking converts differences of degree into differences of kind. The
presumed but often unstated origin of essential differences includes psychodynamics
rooted in the parental division of labor (Chodorow 1978) and biological
sex (Rossi 1977, 1984). It has become common for feminist scholars to recognize
within-gender categorical differences (e.g. race, class), but this awareness
of difference has often failed to preclude essentialist thinking about basic personality
and value orientations (e.g. the assumption that, regardless of other
differences, women are nurturant and oriented toward personal relationships,
while men are individuating and oriented toward abstract moral principles).
Given that the evidence suggests modest between-sex and considerable withinsex
differences on virtually all individual-level traits, a dichotomous gender
variable is theoretically useless when speaking of individual-level phenomena.
Explanations that begin by categorically attributing different characteristics
to women and menâcognitive, emotional, relational, and/or behavioralânot
only exaggerate differences in the distribution of such traits by gender, they also
implicitly treat these variables as dichotomous rather than continuous.

The purpose behind much of advertising is to influence each of the five Consumer Decision Making process (Problem Recognition, Information Search, Evaluation of Alternatives, Product Choice (i.e. Purchase) and Outcomes (i.e. Postpurchase). Each stage of the Consumer Decision Making process has techniques that help consumers to manage the stage and then move onto the next one successfully. Eventually, the consumer moves to purchase (where we get excited to make the sale) but don't underestimate how important the last stage (post purchase) is to making additional sales in the future. Below are guidelines that show basic techiniques used to target and manipulate each Consumer Decision Stage through advertising.

Below are some issues that you will want to consider as you evaluate each of the five chosen advertisements. Please remember that your goal is not simply to answer these questions, but to provide insights into the consumerâs decision making process that you feel would be useful to a marketing manager (e.g., if an ad triggered the consumerâs decision to purchase the product). Other areas to comment on would be level of involvement, etc.

Consumer Decision Making Stage:	Considerations for Stage:	Common Ad Techniques:
Problem Recognition	What problems does this product solve for the consumer? â¢ What triggered the decision to purchase this product? â¢ Was this the first time the consumer purchased such a product? Define and discern the Actual and Desired States	Ask a question (Whatâs for dinner tonight?) Show before (actual state) and after (desired state) Use the word ânewâ or âintroducingâ to initiate curiosity.
Information Search	â¢ Did the consumer seek information about the product and about various brands? How was this information collected, and how much information was collected? â¢ Was the consumer searching for any advertisements for the product? What was the consumerâs reaction to these advertisements?	Match amount of information with type of product. Direct consumers to website, free kit or other information venues. Show role models that âlookâ like the target market. Show the entire line of product offerings (all the flavors and colors, etc.) Testimonials, etc.
Evaluation of Alternatives	â¢ How many alternatives were considered? How were they selected?â¢ What features and characteristics of the product were most important to the consumer? Salient and Determinant defined attributes. â¢ How important was the brand of the product to the consumer?	Featuring specific variables that the product is known for (ex. Volvo=Safety). This is known as âpositioningâ a product. Competitive method (brand compares themselves to âleading brand or categoryâ) Comparative method (brand compares themselves to another brand by name (Coke vs. Pepsi)
Product Choice	â¢ Did any other people play a role in the decision process? Describe theroles that each person played. â¢ How was the final choice determined? How carefully was the decision made? â¢ Where did the consumer make the purchase? Why? â¢ Did the consumer pay full price for the product?	Tell consumers where and how the product is sold. Offer many ways to pay for the product. Divide payments. Offer sales promotion (coupons, rebates)
Post-Purchase Evaluation	â¢ How is the product used and consumed? How does the consumer feel when he or she uses the product? â¢ What is the meaning of this product to the consumer? Does it merely serve a function for the consumer, or does it say something about who the consumer is? Does the Ad encourage repeat purchase or loyalty to the brand- how?	Show awards the brand has won. Show how a brand should be consumed. Allow consumers many ways to return the product. Allow consumers to easily provide feedback. Reward consumers loyalty

This assignment asks you to find one ad that addresses each of the needs of the five stages (in other words five different ads). This means that there must be five different ads for the total project, one for each stage (all ads are different from one another). Create a Power Point Presentation that shows how the advertiser is addressing the needs of the consumer for the specific Consumer Decision Making stage.

*Be aware that there is a helpful power point demonstration in a conference opened this week marked as "Advertising and the Consumer Decision Process (Ad Examples)". This is informative only and does not need to be commented on.

First, show the ad in a slide and then follow-up with a slide which explains (bullet form) why the ad slide targets the Consumer Decision Making process stage. ALL ADS MUST BE STILL ADS (NO VIDEOS or LINKS). Therefore the ad MUST be able to be copied and pasted within the power point slide (NO LINKS). Here is the format of the presentation:

Slide 1: Name, date

Slide 2: Problem Recognition Ad

Slide 3: Explanation why it addresses this stage

Slide 4: Information Search Ad

Slide 5: Explanation why it addresses this stage

Slide 6: Evaluation of Alternatives Ad

Slide 7: Explanation why it addresses this stage

Slide 8: Product Choice (Purchase) Ad

Slide 9: Explanation why it addresses this stage

Slide 10: Outcomes (Postpurchase) Ad

Slide 11: Explanation why it addresses this stage

Slide 12: Conclusion

In the conclusion of the slide presentation choose which ad is most effective (overall) and why.

Logistics Run Down:

-No more than 18 slides in length (includes cover page and bibliography)

-Include a cover page and bibliography of sources. Outside sources (esp. learning resources from weeks covered) are encouraged to be cited and used.

-Organize and utilize the headings given above.

-No more than 2 grammatical/spelling errors are allowed (please proof before submitting).

-Text is required to be in Times Roman, 12 pt font, double space the text.

- Keep voice in business third person. Do not include visuals in text analysis, if need to add create an appendix and refer your reader to such.

101184 Lecture Notes - Lecture 10: Factor Analysis, Reductionism, 3Rd Force

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