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Social identity theory – was developed by Henri Tajfel and examines how categorizing people (including oneself) into ingroups or outgroups affects perceptions, attitudes, and behavior.
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Drive theory – posits that the presence of an audience causes arousal which creates dominant or typical responses in the context of the situation.
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Elaboration likelihood model – maintains that information processing, often in the case of a persuasion attempt can be divided into two separate processes based on the "likelihood of cognitive elaborations," that is, whether people think critically about the content of a message, or respond to superficial aspects of the message and other immediate cues.
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Attribution theory – is concerned with the ways in which people explain (or attribute) the behaviour of others. The theory divides the way people attribute causes to events into two types. External or "situational" attributions assign causality to an outside factor, such as the weather. Internal or "dispositional" attributions assign causality to factors within the person, such as ability or personality.
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Observational learning (social learning) – suggests that behaviour can be acquired by observation and imitation of others, unlike traditional learning theories which require reinforcement or punishment for learning to occur.
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Self-verification theory – focuses on people’s desire to be known and understood by others. The key assumption is that once people develop firmly held beliefs about themselves, they come to prefer that others see them as they see themselves.
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