Test 2- Social Influence

social influence

the power people have to change or shape each other’s attitudes, beliefs, feelings, or behavior- often through comments, actions, or just their presence

conformity

changing your behavior or opinions to match others or follow group norms, usually to fit in or feel correct

compliance

going along with a direct request from another person, even if you privately disagree

obedience

following direct orders from someone in authority

social norms

unwritten rules for how to behave in certain situations; learned directly or indirectly by being part of a group

Sherif’s Autokinetic Effect Study

people judge how far a light moved in a dark room- their answers eventually matched others’. showed informational social influence- conforming because we think others know more than we do

informational social influence

conforming because we want to be correct or believe others have accurate information.  leads to private acceptance (we actually believe the group)

Asch’s Line Judgment Study

participants judged line lengths with a group that purposely gave wrong answers. many conformed at least once. showed normative social influence- confirming to fit in or be liked

normative social influence

conforming to gain approval or avoid rejection. leads to public acceptance (outward conformity, not inner belief)

key findings from Asch’s study

• alone, people almost always answered correctly

• 2/3 of the time, participants resisted group pressure

• conformity happened even without direct pressure- just the feeling of standing out increased arousal

unanimity

when everyone in a group agrees, pressure to conform increases

group size

conformity rises as group size increases, but levels off around 3-5 people

attraction to group

people conform more when they care about being liked or accepted by the group

gender and conformity

early studies suggested differences, but later research found these were due to research methods, not real gender effects

compliance

saying “yes” to a direct request from someone, even without authority

Cialdini’s 6 principles of ethical influence

6 universal techniques that increase compliance

1. reciprocation- feel obligated to return favors

2. consensus (social proof)- follow what others are doing

3. authority- obey credible experts or figures

4. consistency- want actions to match past behavior

5. liking- say yes to people we like

6. scarcity- value things that seem limited or rare

foot-in-the-door technique

start with a small request, then follow up with a bigger one (target). this works because people want to stay consistent with their previous behavior

door-in-the-face technique

start with a huge request (likely rejected), then follow up with a smaller, more reasonable one (target).  this works because the second request seems more acceptable by comparison

low-ball technique

get someone to agree, then change the terms of the deal. it works because people feel committed and want to stay consistent

obedience

changing behavior because someone with authority tells you to

Milgram’s Obedience Study (1960s)

participants were told to give electric shocks to a “learner”.  most obeyed the experimenter, even when it seemed to larm the learner.  show that people obey authority figures, even against their moral values

proximity (to learner)

obedience decreased when the “teacher” was closer to the “learner”

proximity (to authority)

obedience decreased when the experimenter was further away or gave orders by phone

legitimacy and presige

obedience dropped when the study was moved from Yale University (65% obedience) to a less prestigious setting (48%)

gender and obedience

no major differences- men and women obeyed at similar rates