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Social Exchange Theory Why we DO help? Reciprocity Norm Helping Diffusion of Responsibility Bystander Effect Why we do NOT help? Fundamental Attribution Error Foot in the Door Explaining Behavior Behavior & Attitudes Sternberg's Theory Love Social Psychology Cognitive Dissonance Theory Zimbardo Study Passionate Role Playing Types Asch Study Companionate Conformity Aggression Frustration = Aggression Prejudice Cultural theory Scapegoat theory Milgram Study