1. Dr. Shih-Shin Chen Business Psychology Dept. Health Care Management NTUNHS

2.  Psychology The study of behavior and mental process Human beings and animals* *Monkeys  Dogs  Pigeons  A. Maslow ( 馬斯洛 ) I. Pavlov ( 帕夫洛夫 ) B. F. Skinner ( 史金納 ) 2

3. Major purposes of psychology To understand why people think, feel, and behave as they do ( 會像他們那樣... ) To apply that knowledge to improve employees and customers’ satisfaction and productivity 3

4. 4  The terror of Holocaust ( 猶太人大屠殺 ) During World War II, Jews, Gypsies, homosexuals, and many other “enemies of the state” ( 全民公敵 ) were slaughtered ( 屠殺 ) by Nazis

5.  11 million people were killed Six million of these were Jews  The Nazis killed approximately 2/3 of all Jews living in Europe 5  1.1 million children were murdered in the Holocaust Image copyright: Robert Yardley Photography

6. 6  Many war criminals ( 戰犯 ) claimed they were merely following orders Were the Germans evil in nature? Or this could happen to anyone, given the right condition?

7.  Obedience to Authority ( 服從權 威 ) Experiment (1962) For how long will someone continue to give shocks ( 電擊 ) to another person if they are told to do so? Even if they thought these people could be seriously hurt Stanley Milgram (1933-1984) 7

8.  Miligram's electric shock generator ( 電擊機 ) with 30 switches  Clearly marked in 15 volt increments ( 間隔 ), ranging from 15 to 450 volts 8

9. 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 9 75-120 Volts: Moderate 135-180 Volts: Strong 375-420 Volts: Danger/ severe shock 435-450 Volts: XXX  Labels were placed to indicate the shock level 1575135195255315375435450-------------------------------------------------------------- slight shock moderate shock very strong shock intense shock extreme intense shock danger: severe shock X X X-- -- ------- --------- -------- --------- ---------- | strong shock

10.  40 subjects were recruited  The subject met an ‘experimenter’ and another person told to be another subject The other subject was in fact a confederate ( 同謀者 ) acting as a subject 10

11. Full version: http://www.youtube.com/watch?v=cG9gpvqhOeY (44:42)http://www.youtube.com/watch?v=cG9gpvqhOeY 11 9:53

12. 12 1 2 3 4 5 6 7 8 9 10 11 12 13 14 15 16 17 18 19 20 21 22 23 24 25 26 27 28 29 30 1575135195255315375435450-------------------------------------------------------------- slight shock moderate shock very strong shock intense shock extreme intense shock danger: severe shock X X X-- -- ------- --------- -------- --------- ---------- | strong shock 75-135 volts “Ugh!!!” (This really hurts) 150 volts “Ugh!!! Experimenter! That‘s all. Get me out of here.... 195 volts (Shouting) “Ugh!!! Let me out of here.. My heart‘s bothering me. Let me out of here.... 270 volts (Screaming) “Ugh!!! Let me out of here.... 315 volts (Intense and prolonged screaming) “I told you I refuse to answer.... 345 volts and up (Silence)

13.  If asked, experimenters replied with pre-defined answer: “Please continue” “Please go on” “The experiment requires that you go on” “It is absolutely essential that you continue” “You have no other choice, you must go on” “I am responsible if anything would happen to the learner” 13

14.  Results While some of the subjects have difficulty doing it All 40 subjects obeyed up to 300 volts 25 of the 40 subjects (62.5%) continued to give shocks until the level of 375 volts was reached Read more: Milgram Experiment - Will People Do Anything If Ordered?Milgram Experiment - Will People Do Anything If Ordered? 14

15.  Before the experiment: experts thought that about 1-3 % of the subjects would not stop giving shocks They thought that you’d have to be pathological ( 心理變態 ) or a psychopath ( 瘋子 ) to do so 15

16. 16  What they found: 65 % never stopped giving shocks None stopped when the learner said he had heart- trouble

17. 17  Human beings’ innate behavior that we should do as told, especially from authority persons

18. 18 people direct their own actions, and they take responsibility for the results of those actions people allow others to direct their actions, and the pass off the responsibility for the consequences to the person giving the orders. In other words, they act as agents for another person’s will

19. 19 Prestigious institution Authority figure Direct order “I am responsible if anything would happen to the learner.”

20. 20 The disappearance of the sense of responsibility is the most far reaching ( 深遠 ) consequence of submission ( 屈從於 ) to authority Stanley Milgram (1974)

21.  Ethical Issues Informed consent ( 知情同意 ) Do no harm to the participants 21

22. 22 Consumer behavior Health promotion Marketing Organizational behavior Business & Managerial Psychology Clinical Abnormal Social Emotion Motivation Memory Cognitive Personality Perception Human resources management Physiology

23. 23 What do psychologists do?