Social psychology, the scientific study of ppl s thoughts, feelings, and behaviours that are influenced by the real or imagined presence of ppl. Construal, the way in which ppl perceive, comprehend, and interpret the social world. Folk wisdom/common sense, commentary f/ journalist, social critic, and novelist. Examples of cults: solar temple and yearning for zion mormon sect w/ leader, Warren jeffs (spiritual marriages of young female virgins marrying older men), ugandan. Movement for the restoration of the ten commandments of god (childhood was believed to be sinful and children were burned) For the social psychologist, the level of analysis is the individual in the context of the social situation; the psychological processes going on in their hearts and minds. The goal of social psychology is to identify universal properties of human nature that make everyone susceptible to social influence, regardless of social class or culture.