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Module 44
Social Influence
Chapter 14
Essentials of Understanding Psychology- Sixth Edition
PSY110 Psychology
© Richard Goldman
June 18, 2006
Conformity: Following What Others Do
Social Influence – How the actions of individuals or
groups effect others
Conformity – Change in attitude or behavior to follow the
attitudes or beliefs of others
Factors Affecting Conformity:
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Characteristic of the group – More attractive groups have more
power
Status of the individual – Lower status individuals are more
affected
Situation – Greater conformity in public
Kind of Task – Greater conformity in less competent areas
Unanimity of the Group – Greater conformity when everyone else
has same view
Consequences? – Social disapproval, rejection
Groupthink
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Caving in to Conformity
Strong motivation to achieve consensus
Powerful leader with lower status members
Limits possible solutions
Compliance: Submitting to Direct Social Pressure
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Sales Techniques:
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Foot-in-the-door – Small request followed by a
larger one (bottom-up selling)
Door-in-the-face – Large request followed by a
smaller one (top-down selling)
That’s-not-all – Price incentives or reductions
Not-so-free sample – Free sample instills a sense
of obligation using the Norm of Reciprocity to
provide pressure for a sale
Obedience: Following Direct Orders
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A change in behavior in response to the
commands of others.
Milgram’s Shock Experiment
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For the better good
Following Orders
Not personally responsible