Observational Research in Sociocultural Psychology: A Case Study of Festinger’s Doomsday Cult
Observational Research in Sociocultural Psychology
What is an Observation?
One research method used in the sociocultural approach is observation. Unlike experiments, observations do not manipulate an independent variable. The goal is to observe behavior in a given situation, often under uncontrolled conditions. Observations can yield both quantitative and qualitative data.
Types of Observations
Observations can be overt (participants are aware of being observed) or covert (participants are unaware). Covert observations sometimes involve deception, especially in public spaces where consent isn’t typically required. Observations can also be naturalistic (conducted in a natural environment) or lab-based. Finally, they can be participant (the researcher is part of the observed group) or non-participant (the researcher observes from outside).
Festinger’s Doomsday Cult Study
Methodology
Festinger conducted a covert, naturalistic, participant observation to study a doomsday cult’s reaction to a failed prophecy. His team infiltrated the cult without disclosing their true purpose. They documented conversations and behaviors, often resorting to discreet note-taking.
Findings
When the predicted doomsday didn’t occur, cult members rationalized the outcome to maintain self-esteem, attributing it to their prayers.
Justification for Covert Observation
The covert approach was necessary due to the cult’s closed nature. It minimized demand characteristics (behavioral changes due to awareness of observation). The naturalistic setting provided high ecological validity. Participant observation allowed for deeper engagement and direct interaction.
Ethical Considerations of Covert Observation
Festinger’s study raises ethical questions about deception. While covert observations can yield valuable insights with high ecological validity and low demand characteristics, they can also violate trust and cause stress. The use of deception requires careful consideration of the potential harm and the value of the findings. The debate continues regarding the ethical justification of Festinger’s methods.