With this public lecture series on Perspectives on Social Behavior, ISPA is inaugurating an annual event, with internationally renowned scientists, and showcasing new and innovative insights into the study of social behavior. The hallmark of this lecture series is its emphasis on broad integrative developments that overarch disciplinary boundaries. The first four lectures for 2017 sets the tone for this public lecture series. The topics that are covered range from evolutionary biology (Professor Barbara König, Department of Evolutionary Biology and Environment Studies, University of Zürich), to social information processing on the highly topical subject of how we deal with misinformation (Professor Norbert Schwarz, Provost Professor of Psychology and Marketing. Department of Psychology. University of Southern California); How shortfalls in arousal lead to cognitive problems such as attention deficit/hyperactivity disorder, autism, and Alzheimer (Professor Donald W. Pfaff, Laboratory of Neurobiology and Behavior, The Rockefeller University), the fascinating but often underestimated role that our sense of smell can play in detecting physical conditions such as health and illness by means of body odors (Professor Noam Sobel, Department of Neurobiology, Weizmann Institute of Science) and finally, the Social Psycholgy and the implications of culture, genes, and the brain in the future of research (Professor Shinobu Kitayama, University of Michingan, USA).