Social psychology is about
understanding individual behavior in a social context. It therefore looks at
human behavior as influenced by other people and the social context in which
this occurs. Social psychologists therefore deal with the factors that lead us
to behave in a given way in the presence of others, and look at the conditions
under which certain behavior and feelings occur (McLeod
S, 2007). We will be discussing how social psychology concepts have
successfully improved local campaigns to get their messages across to the
audience. The two campaigns we have chosen are Singapore Kindness Movement and
Plaster the Silence. We will be mentioning five concepts, Impression formation,
Attribution theory, Social facilitation, Conformity and obedience and Cognitive
dissonance and how they have helped in making a greater impact on the citizens.

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