Chapter 7: Conformity

^^Conformity^^: giving into social pressures - changing perceptions, opinions, and behaviour to be consistent with group norms

^^Why Do We Conform?^^ : (a) informational social influence - person belives others are correct in their judgements (Sherif Study) (b) normative social influence - to seek approval/avoid disapproval to achieve the goal of affiliation (Asch Study)

^^4 Early Classic Studies^^: (a) Sherif - conformity based on autokinetic effect (b) Asch: conformity based on making line judgements (c) Freedman & Fraser - compliance based on the foot in the door effect (d) Milgram - obedience to authority

^^What factors influence conformity?^^: group size of 3 - 5

^^Sherif’s Study^^: point light in a dark room, appears to be moving, how far did the light move, participant agrees with group

^^Asch’s Study^^: group of 7 people asked which line is bigger participant answers last and follows the group

^^Key Difference Between Studies^^: Sherif study had no clear objective answer. Asch’s study involved judging more objective stimulus

^^What Factors Influence Conformity^^: when the norms are known and accepted, the status of group members is high, one other person gives a dissenting opinion

^^Compliance^^: doing what someone asks you to do as a direct request

^^Foot In The Door^^: comply with small request first and then get compliance with a larger request (self perception theory change your attitude based on observation of your behaviour)

^^Lowballing^^: commit to an action before performing it, have the costs raised (psychology of commitment justify your decisions by thinking of all its positive aspects, becoming more committed to a course of action, and growing more resistant to changing your mind)

^^Door In The Face^^: make large request first, followed by a smaller request (Perceptual contrast – 2nd request seems reasonable compared to 1st request ) (reciprocal connsessions match the person’s willingness to back down from the initial request (making a concession), by agreeing to the smaller 2nd request)

^^Thats Not All Folks^^: the original price is reduced, or a bonus is offered to sweeten the deal

^^Obedience^^: involves acting on commands of an authority, obedience refers to the tendency to go along with the orders of an authority figure, as depicted in Milgram’s (1963) study

^^Social Impact Theory^^: The theory that social influence depends on the strength, immediacy, and number of source persons relative to target persons