Social Impact Theory

What is Social Impact Theory?

Social impact theory explains the effect that people can have on our behaviour (obedience) and is calculated by f(strength x immediacy x number of sources)

Strength of the source

The perceived power and authority of the source and the message they covey.

e.g a headteacher is a strong source as they are perceived as an authoritative figure.

Immediacy

The proximity of the source and the time in which the order must be carried out.

E.g. If a teacher is watching over you in class, you are more likely to obey and complete your work.

Number of sources

How many sources are trying to impact the target.

E.g. If both parents tell you to clean your room, you are more likely to do so, compared to if only one parent had ordered you to.

Multiplicative Effect

When increasing the strength, immediacy and number of sources, the social impact on the target will increase. Therefore causing more obedience.

Divisional Effect

When there are more targets than sources so the impact of the sources decreases as it is divided amongst more people.

E.g. If there is one teacher and 30 students, the impact of the teachers orders will be weaker as it is divided amongst more targets.

Strength of Social Impact Theory

I: Supportive evidence from Sedikides and Jackson’s study where they tested the components of social impact theory.

J: In their study a zookeeper instructed visitors to move off a railing. When the zookeeper was in uniform, visitors obeyed the order 58% above baseline compared to the 35% when he was wearing normal clothes.

E: This supports the ‘strength of source’ factor of social impact theory as when the zookeeper was presented as a strong authority figure (by wearing a uniform) obedience by visitors was significantly higher, which is outlined in social impact theory.

Weakness of Social Impact Theory

I: Contradictory evidence from Hofling et al’s 1966 study

J: In Hofling’s study, 21/22 nurses administered and overdose of medication to patients when instructed to do so by their supervisor over the phone. Even though immediacy was low the nurses still obeyed the order.

E: This suggests immediacy may not have such an important role in the social impact on behaviours such as obedience discrediting the theory

Strength counter

As this was a field experiment, the number of people in each group could not be manipulated by the researchers posing a threat to the internal validity. People in larger groups may have less obedient personalities meaning group group size alone may not lead to defiance