Download Social Influence

Social Influence
Joshua M. Phelps
February 21st 2005
Explanation of Survey Study
• Attitudes toward Illegal Immigrants
Lecture Outline
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Intro to Social Influence
Social Norms
Conformity
Obedience
Minority Influence
Exam Questions
1. Drøft Asch sin studie av konformitet.
2. Hvordan kan en minoritet påvirke en
majoritet?
3. Gjør rede for undersøkelser som kaster lys
over ulike former for sosial påvirkning og
de konsekvenser sosial påvirkning kan ha.
Social Influence
• Sosial Påvirkning
• Process whereby attitudes are influenced by
the real or implied presence of other people
(Hogg & Vaughan, 2005)
• Changes mainly in behavior resulting from
interpersonal interaction (Fiske, 2004)
Social Norms
• Normer
• Generally accepted way of thinking, feeling,
or behaving that is endorsed and expected
because it is perceived as the right and
proper thing to do (Turner, 1991 pg. 3).
Examples
• Greeting
• Standing in Line
• What happens when you violate a norm?
– How do you feel?
– How would others react?
Conformity
• Konformitet
• Definition: Deep-seated private and enduring
change in behavior and attitudes due to group
pressure (Hogg & Vaughan, 2005)
• The tendency to change our perceptions, opinions,
or behaviours in ways that are consistent with
group norms (Brehm et al. 2002, p. 222)
Sherif (1936)
• Autokinesis effect
• Two Conditions
– Alone - Group
– Group - Alone
• Conclusion
Asch (1951)
• Conformity to unanimous majority
• Unambiguous situation
Asch (1951)
Asch (1951)
• Results
– Average conformity rate: 33%
• Public conformity to unanimously incorrect
majority in unambiguous situation
Factors Influencing Conformity
• Situation
– Group Size
– Group Unanimity
– Group Cohesiveness
• Individual Characteristics
• Culture
Why do people conform?
• Informational vs. Normative Influence
– Validation of Reality (Informational)
– Social Approval and Acceptance (Normative)
• Referent informational influence
• Cialdini & Goldstein (2004) Motives
– Accuracy
– Affiliation
– Positive Self Concept
Conformity Example
• American Beauty Video
Obedience
• Lydighet
• Conformity to direct orders from a person
of high status and authority (Worchel et al.,
2000)
Milgram (1974)
• Obedience to Authority
Videos
• Milgram’s Study
• Danish Authority Experiment
Factors Influencing Obedience
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Commitment
Proximity of Victim
Proximity of Authority
Legitimacy of Authority
Group Pressure
Why do people obey authorities?
• Adaptive
• Motives (Fiske, 2004)
– Controlling
– Trusting
– Understanding
Ethics and Milgram
• Participant Stress and Freedom
• Informed Consent
– Rights to quit study at any time
– Debriefing at end of study
Minority Influence
• Minoritet Påvirkning
• Social influence processes wherby
numerical or power minorities change the
attitudes of the majority (Hogg & Vaughan,
2005)
Minority Influence
• Criticism of Conformity Bias
• Moscovici
– Blue/green slide study
– Innovation
• Conversion effect
How can a Minority influence the
Majority?
• Be Consistent
– Be Active and Unwavering
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Invest in the Cause
Act out of Principle
Balance between rigidity and flexibility
Become part of the ingroup
Consequences of Social Influence
Compliance
• Føyelighet
– Superficial, public and transitory change in
behaviour and expressed attitudes in response
to requests, coercion or group pressure.
Last Week’s Compliance Examples
• Republican National Convention
• Advertisements
Social Influence in Practice
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Violate a social norm
Observe conformity to a group norm
Watch an authority
Influence the majority
Sources
• Hogg & Vaughan (2005). Social
Psychology, 4th edition.
• Fiske (2004). Social Beings
• Cialdini & Goldstein (2004). Compliance
and Conformity (Annual Review of
Psychology)
• Turner (1991). Social Influence
Read on Own
• Power
• Types of Norms
• Variations on Conformity and Obedience
Studies