| implicit attitudes | Unconscious evaluations of people or groups that influence behavior without the person's awareness, often measured by the Implicit Association Test. |
| Ethnocentrism | Judging other cultures using your own culture as the standard, often assuming your own group's norms are superior or universal. |
| relative deprivation | Judging your own disadvantage by comparing yourself to others in your social group rather than by an objective standard. |
| Persuasion | The process of changing a person's attitude or behavior using arguments, evidence, or cues; in AP Psychology, analyzed through the elaboration likelihood model's central and peripheral routes. |
| door-in-the-face technique | A compliance strategy in which a large request is made first and refused, making a smaller follow-up request seem more reasonable by comparison. |
| social reciprocity norm | The expectation that people should return favors and help those who have helped them, creating mutual social obligation. |
| Repression | An ego defense mechanism in which threatening thoughts, feelings, or memories are unconsciously pushed out of conscious awareness. |
| self-actualizing tendency | In humanistic psychology, the innate drive to develop one's full potential, which Carl Rogers viewed as the primary motivating force in personality. |
| unconditional regard | Accepting and supporting a person without conditions or judgment, which Rogers argued is essential for healthy self-concept and personality development. |
| optimal arousal | The moderate level of physiological activation at which performance is maximized, as described by the Yerkes-Dodson Law; the ideal level differs for simple versus complex tasks. |
| Lewin's motivational conflicts theory | A framework proposing three types of motivational conflict: approach-approach, avoidance-avoidance, and approach-avoidance, each requiring a different resolution. |
| sensation-seeking theory | The idea that individuals differ in their need for novel, varied, or intense experiences, which motivates risk-taking and exploratory behavior. |
| broaden-and-build theory of emotion | Positive emotions broaden awareness and encourage new thoughts and actions, while negative emotions narrow attention to immediate threats and survival responses. |
| display rules | Cultural norms regulating which emotions can be expressed, by whom, and in what contexts, varying by culture, gender, age, and socioeconomic class. |
| universality of emotions | The hypothesis that basic emotions such as fear, anger, happiness, sadness, disgust, and surprise are expressed and recognized across cultures; research results are mixed. |