Social Influence

social influence

when a person changes their behaviour in response to other people

Social influence theory (Kelman, 1958)

Suggests there are three primary sources of influence

1. compliance

2. identification

3. internalisation

compliance

A temporary change in behaviour when individual respond to requests of others. No change in underlying beliefs or attitudes

factors affecting compliance

• affinity - sharing something in common with the person making the request

• group influence - being in immediate presence of a group

• group size

• group affiliation - importance of affiliation

Identification

form of conformity where individuals change their behaviour to align with the values, beliefs or norms of a particular group, or person they admire or want to be part of

factors affecting identification

• desire for belongingness

• admiration for group/person

• need for social validation

Internalisation

Deepest form of influence where individuals genuinely accept the beliefs, values and behaviours of the group as their own

factors affecting internalisation

• trusted and respected sources - if someone has credibility

• prolonged exposure to the group

• sense of personal relevance

Obedience

When an individual or group changes behaviour in response to instruction or direct request by an authority figure

Factors affecting obedience

• proximity to authority

• legitimacy of authority figure

• social pressure

• having authoritarian personality

• consequences of disobedience

• lack of personal responsibility

• cultural norms

Conformity

A type of social influence involving a change in belief or behaviour in order to fit in with a group without specific instruction

Factors affecting conformity

• informational influence

• normative influence

• social loafing

• unanimity

• group influence

• deindividuation

Informational influence

Occurs when individuals seek guidance from others on how to behave, especially in situations where they are uncertain about the correct decision

Normative influence

A person’s tendency to go along with the group so that they will fit in and gain the approval of other group members

Social loafing

The tendency of an individual to reduce their effort when working in a group compared to when they are working alone

Unanimity

A person is more likely to conform when all members of the group agree and give the same answer

Group influence

Conformity rate is highest when a group has three or more people

Deindividuation

refers to the loss of self awareness and individual accountability in a group

Power

The ability of a person or group to influence the thoughts, feelings or behaviours of another person or group

Reward power

The ability to give positive feedback in response to specific behaviour

Coercive power

The ability to give negative consequences or remove positive consequences in response to specific behaviour

Expert power

Power based on an individual’s perceived expertise or knowledge

Legitimate power

The belief that someone has the formal right to give orders coming from a status or position in a group

Referent power

when someone wants to be like you, you are their reference model

Antisocial behaviour

Behaviour that violates rules or conventions of society or personal rights

Factors affecting antisocial behaviour

• diffusion of responsibility - the more people present the moreo each person feels that someone else will take action

• audience inhibition - a bystander may choose not to intervene because they are afraid of embarrassing themselves

• social influence - reaction of bystanders

• groupthink - when a group comes to a consensus without critical reasoning or considering the consequences or alternatives

• cost-benefit analysis - weighing up the costs and benefits of providing help compared to not helping

Bystander effect

The more bystanders there are, the less likely it is that one of them will provide help

Bullying

Form of aggressive behaviour when one person intentionally and repeatedly causes another person injury or discomfort

Prosocial behaviour

Voluntary behaviour intended to benefit another

Factors affecting prosocial behaviour

• reciprocity principle

• social responsibility

• personal characteristics

• altruism

Reciprocity principle

We feel grateful if someone does us a favour and often feel the need to do that person a favour in return

Social responsibility

The norm where members of society are expected to provide help to people who are dependent or in need, without the expectations of favours being returned

Personal characteristics

• empathy - the ability to feel another person’s experiences

• mood - helping behaviour increases when people are in a good mood but can also increase in bad moods as helping can make people feel better

• competence - people with abilities or training which are relevant to the situation are more likely to help

Altruism

Selfless act of helping others without expecting anything in return

Decision stage model of helping

1. noticing the need for help

2. deciding that it is an emergency

3. deciding to take responsibility

4. deciding on a way to help

5. taking action to help