Social Impact Theory

Social impact theory

A way to unify and explain the findings from conformity and obedience 

Social impact theory believes that the amount of social influence that others have depends on their

1. WHAT

2. WHAT

3. WHAT

Social impact theory believes that the amount of social influence that others have depends on their

1. Number

2. Strength

3. Immediacy to those they are trying to influence

Number

Number of people in the group exerting power

Number explain WHAT off (think of a light bulb in a dark room, if you add another, it has less effect than the first one and so one) 

Number explain ASCHS LEVELLING off (think of a light bulb in a dark room, if you add another, it has less effect than the first one and so one) (conformity)

Strength

Status, power and/or expertise of the person or group exerting influence

Strength explains WHO experiment for the level of WHAT was greater when the person giving the orders appeared to be someone of authority (A source of WHAT)

Strength explains MILGRAMS experiment for the level of OBEDIENCE was greater when the person giving the orders appeared to be someone of authority (A source of SOCIAL POWER)

Strength also explains that minorities who are WHAT and WHAT are attributed credibility, social power and social strength

Strength also explains that minorities who are CONSISTENT and CONFIDENT are attributed credibility, social power and social strength

Immediacy

How close the group exerting power is in time and space 

Immediacy explains the level of obedience was greater when the experimenter was in the WHAT with the WHAT compared to when the orders were given over the WHAT

Immediacy explains the level of obedience was greater when the experimenter was in the ROOM with the PARTICIPANTS compared to when the orders were given over the PHONE

Nudge theory

Framing decisions in ways that will influence people’s choices

Nudge theory

• Rather than telling people WHAT was more effective to tell them what other people are WHAT 

Nudge theory

• Rather than telling people WHAT TO DO was more effective to tell them what other people are DOING