Social Psychology Research Group

Empirical data for some of our social psychological studies, particularly those concerned with social justice and social dilemmas, are collected via factorial surveys  As the purpose with our focus on "Virtual Systems" is to develop, use and analyze the application of virtual worlds and systems within various domains (e.g., entertainment, training, learning/instruction and decisional support in the context of production and product development, logistics, defense, crisis management and health care), the vingnette technique may be employed to analyze relevant social psychological aspects, e.g., attitudes toward a system, in order to gain information about how the system might need modification to win acceptance. Thus, social psychological knowledge may complement other approaches that are specific for technically oriented disciplines.

Another important area within social psychology is concerned with the development, maintenance and consequences of people’s social identity. Identity can be conceived as a result of virtual processes and can be studied in terms of modeling and simulation. Some of our research on identity revolves around the computer/computer game as a medium and”edutainment”. The computer as a virtual phenomenon is also analyzed in its capacity as an aid in the treatment of certain forms of developmental handicaps (e.g., ADHD and autism).
Some of our justice research focus on the ways in which social resources are produced, and how those ’modes of production’ may affect consumers attitudes, values, and emotions in the context of their acquisition, allocation, and usage. This research orientation is a complement to the research conducted by the group concerned with User Centrered Product Design (UCPD) within Intergraded Product Development. The focus is on the ’experience’ oriented qualities of a product and how to take account of these ’subjective’ qualities early in the design process.

Researchers from ’data games’ and social psychology (and media) are collaborating on a  project called ’In the Maze’. A few doctoral students within the area product- and production development are assisted by social psychologists in planning their research designs.

Research collaboration between ’integrated product development’ and social psychology is expected to yield several interesting and important outcomes. Social psychological research on identity may be combined with ideas within integrated product development to develop so called "manikin characters" in order to incorporate psychological, in addition to physical, differences among consumers that are important to take into account in product design.


Lars-Erik Berg
Kjell Törnblom


Ali Kazemi


Anette Lundin

Uppdaterad: 2009-01-13


Lars-Erik Bergh
0500 - 448205