Psychology: Conformity, Obedience, Persuasion, and Group Dynamics

Public Conformity

Outwardly going along with a group but inwardly disagreeing (temporary).

Private Conformity (Internalization)

Genuine acceptance of group beliefs as one's own (lasting).

Factors Increasing Conformity

Desire to fit in or be liked (normative influence), belief that the group has better information (informational influence), group size, unanimity, status, and cohesion, cultural emphasis on group harmony or collectivism.

Implicit Norms

Unspoken expectations (e.g., sitting in the same seat every class).

Explicit Norms

Written or clearly stated rules (e.g., workplace procedures).

Descriptive Norms

Describe what people actually do.

Injunctive Norms

Describe what people should do.

Obedience

Following orders from someone with authority.

Milgram's Study

Participants 'shocked' a learner under instruction from an authority figure; ~60% delivered maximum shocks (450 volts).

Central Route (ELM)

Deep, thoughtful processing; occurs when people are motivated and able to think (leads to lasting attitude change).

Peripheral Route (ELM)

Shallow processing; based on cues like attractiveness, humor, or credibility (temporary attitude change).

Motivation & Ability (ELM)

High motivation/ability leads to central route; low motivation/ability leads to peripheral route.

Need for Cognition

People who enjoy thinking use the central route more.

Humor Appeals

Humor grabs attention and increases likability; can reduce counter-arguing and make audiences more open to persuasion.

Fear Appeals

Must include a serious threat, personal vulnerability, and a clear, effective solution (efficacy message).

Self-Esteem in Fear Appeals

People with moderate to high self-esteem respond best; very low self-esteem may lead to avoidance or denial.

Reactance

Resistance when people feel their freedom to choose is threatened ('Don't tell me what to do!').

Attitude Inoculation

Exposure to small, weak arguments helps people resist stronger persuasion later—like a mental 'vaccine.'

Group Dynamics

Group: Two or more people who interact and influence each other.

Social Facilitation

Presence of others improves performance on easy tasks, but hurts on difficult tasks (evaluation apprehension).

Social Loafing

People exert less effort in groups when individual effort isn't identifiable; reduced when accountability or group importance increases.

Deindividuation

Loss of self-awareness and accountability in groups (e.g., mobs, online trolling); leads to impulsive or deviant behavior.

Group Polarization

Group discussions strengthen members' initial attitudes (more extreme).

Risky Shift

Early finding that groups sometimes make riskier decisions; now seen as one form of polarization.

Groupthink

Group members suppress dissent to maintain harmony → poor decisions.

Factors Increasing Groupthink

High group cohesion, isolation, directive leadership, time pressure.

Symptoms of Groupthink

Illusion of unanimity, pressure to conform, rationalization, self-censorship.

Prevention of Groupthink

Encourage dissent, assign a devil's advocate, seek outside opinions, avoid isolation.

Cialdini's Six Principles of Persuasion

Reciprocity, Commitment/Consistency, Social Proof, Liking, Authority, Scarcity.