The final quotation in my article was taken from a book entitled The State of Social Psychology by David Senn. Let’s begin with another one from the same writer, just to get us in the mood:
Social psychology requires a fundamentally different kind of explanation from individual psychology. The social situation itself must be seen as the fundamental unit of analysis. Unfortunately, the vast majority of social psychological research is still designed, conducted and interpreted as if the cultural context did not matter...We need a contextualist understanding of social psychology, a realisation that no form of social behaviour can be understood, apart from the context in which it occurs.
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