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Transcript
Social influence Lecture In social psychology, social influence refers to the process by which others— individually or collectively—affect our perceptions, attitudes, and actions Cultural Influence Culture refers to people’s shared ideas, beliefs, values, technologies, and criteria for evaluating what natural events, human actions, and life itself means. Culture exerts an enormous influence on our attitudes and behaviors. Your culture dictates how you dress. Culture specifies what you eat. People from different cultures seek different amounts of personal space. But more often we learn cultural lessons through modeling and imitation. One result of such learning is the unquestioning acceptance of culture truisms—beliefs or values that most members of a society accept as self-evident. Cultural Assimilators A norm is a shared idea or expectation about how to behave or not to behave. Conformity Without norms, social life would be chaotic. With them, the behavior of other people becomes fairly predictable despite great differences in underlying attitudes and preferences. Thus, a certain amount of conformity is necessary if social groups are to function effectively. To an extent, people must voluntarily set aside their own preferences or beliefs and abide by the norms or expectations of a larger group. Two sets of factors influence the likelihood that a person will conform: A) Characteristics of the situation: 1) The size of the group 2) Unanimity in the group 3) Nature of the task B) Personal Characteristics 1) The individual is attracted to this group 2) Future interaction with the members 3) Relatively low status in the group Compliance Compliance is a change of behavior in response to an explicit request. Foot-in-the-door effect. Every salesperson knows that the moment a prospect allows the sales pitch to begin, the chances of making a sale improve greatly. Another strategy commonly used by salespeople is the lowball procedure. The first step is to induce a person to agree to do something. The second step is to raise the cost of compliance. Under certain circumstances, a person who has refused to comply with one request may be more likely to comply with a second. For example, if saying no to the first request made you feel guilty, you may say yes to something else. This phenomenon has been dubbed the door-in-the-face effect. In you study, researchers approached students and asked them to make an unreasonably large commitment: Would they counsel delinquent youths at a detention center for 2 years? Nearly everyone declined, thus effectively “slamming the door” in the face of the researcher making the request. On then being asked to make a much smaller commitment—supervising children during a trip to the zoo—many of the same students quickly agreed. Obedience Compliance is agreement to change behavior in response to a request. Obedience is compliance with a demand. Like compliance, it is a response to an explicit message; but in this case, the message is a direct order, generally from a person in authority, such as a police officer, principal, or parent, who can back up the command with some sort of force if necessary. Obedience embodies social influence in its most direct and powerful form. Why do people willingly obey an authority figure, even if it means violating their own principles? Milgram suggested that people come to see themselves as the agents of another person’s wishes and therefore not responsible for their own actions or the consequences. Once this shift in self-perception has occurred, obedience follows, because in their own minds, they have relinquished control of their actions.