MKTG 3150 CHAPTER 6

Conformity

Adhering to group norms, formal or informal

Norms

Expectations governing behavior, can be explicit or implicit

ASCH's Conformity Study

Experiment showing people influenced by group opinions

- People's judgements are heavily influenced by groups

- 75% of people went along with the groups opinion even though they knew it was wrong

Social Impact Theory

Explains impact of group size on influence

- 1st person added has the most impact

- this diminishes the impact for additional members

Informational Influence

Desire to be correct, influencing behavior

Normative Influence

Desire for acceptance, affecting behavior

Cults and Indoctrination

Stages of converting individuals to a group's beliefs

Reference Group

Groups admired and respected, influencing behavior

Ethnocentrism

Belief in cultural superiority, judging others

Groupthink

Tendency to seek consensus, avoiding dissent

Social Proof

Behavioral influence based on others' actions

Ostracism

Exclusion or shunning of deviant group members

Deindividuation

Loss of self-awareness in group settings

Social Loafing

Reduced effort in group settings, collective model

Risky Shift Phenomenon

Groups making riskier decisions than individuals

Social Influence Model

the 3rd, 4th members have the most impact, with only 2 people, there is no majority opinion

Softening stage

unconditional positive regard, love-bombing

Compliance

altering habits, clothing, etc

Internalization

confession, guilt, shaming

Consolidation

dependence, loyalty, tests

Social proof

Relies on normative social influence

- other's behaviour used as a measure of how to behave

- trends, bandwagon, etc

social comparison theory

group members switch to riskier options to stand out

group polarization

being in a group encourages people to take more extreme positions

persuasive arguments theory

group members with extreme positions argue harder