Social Influence Lecture Flashcards

Overview of Social Influence

• Definition: Social influence refers to the process by which an individual's attitudes, beliefs, or behaviors are modified by the presence or actions of others.

• Key Terms:

  • Normative Influence: Conforming to fit in with the group and be liked.

  • Informational Influence: Conforming because of the belief that others possess more accurate information.

Types of Social Influence

Informational Social Influence

• Description: Occurs when individuals change their opinions or behaviors based on the information from others, particularly when they are uncertain about what to do.

• Motivation: Driven by the desire to be accurate.

• Example: An anxious flyer looks to flight attendants during turbulence, using their calmness as a cue for how to react.

• Outcome: Results in private acceptance, where one's beliefs are genuinely changed (e.g., aligning beliefs on climate change with experts).

Normative Social Influence

• Description: Involves changing one's behavior or opinions to gain acceptance or avoid rejection from a social group.

• Motivation: Driven by the desire to be liked or to fit in.

• Example: In a group where everyone expresses disbelief in climate change, an individual may also conform and express similar disbelief, not necessarily believing it.

• Outcome: Leads to public compliance, where the change is superficial and not internally accepted.

Majority vs. Minority Influence

Majority Influence

• Description: Occurs when the beliefs or behaviors of a larger group prevail.

• Characteristics: Powerful but often results in surface-level compliance rather than true belief change.

• Implications: Majority opinions tend to dominate group decisions, leading to behaviors being swayed by the majority's views.

Minority Influence

• Description: Occurs when a smaller number of individuals within a group affect the beliefs or behaviors of the majority.

• Characteristics: Requires the minority to be consistent and committed. Can lead to deep change if successfully executed.

• Principles for success:

  • Consistency: The minority must maintain the same stance over time.

  • Personal Sacrifice: Must show commitment to their position, demonstrating it is important to them.

  • Alignment with Principles: The minority should clearly stand for principled reasons rather than whims.

Key Studies in Social Influence

Study 1: Sherif's Autokinetic Effect

• Findings: Participants initially gave varied estimates of light movement. When placed in a group, their estimates converged over time, showing social influence on judgment.

• Results: Group norms persisted even when individuals were later tested alone, denoting lasting effects of social influence.

Study 2: Asch's Line Judgment Study

• Findings: When presented with clearly incorrect majority responses, many participants conformed to the incorrect majority.

• Results: Approximately 75% of participants conformed at least once, highlighting the power of majority influence and the discomfort felt when going against it.

Study 3: Moscovici's Color Judgment Study

• Findings: Demonstrated that a consistent minority (e.g., two confederates always calling a blue square "green") could influence participants significantly, leading to private acceptance of the minority viewpoint.

• Results: Contrast between effects of majority vs. minority reveals the potential for minorities to effect change if they are persistent and consistent.

Factors Influencing Social Influence

• Group Size: Larger groups exert more influence, but this plateaus; for very large groups, individuals may not conform.

• Unanimity: Lack of agreement within a group reduces the pressure to conform. If at least one person dissents, others may feel empowered to maintain their beliefs.

• Importance of the Issue: More significant topics (e.g., health decisions) heighten the desire to be accurate, intensifying social influence dynamics.

Application of Social Influence Principles Today

• Influencers: The role of social media influencers acts as an extension of social influence principles, often leveraging both normative and informational aspects to sway public opinion and behaviors.

• Current Research: Ongoing studies explore social influence dynamics, including how contexts (like COVID-19) affect conformity behavior and judgment in social settings, particularly regarding compliance with health measures.

• Developmental Perspective: Young children (ages 4-5) exhibit similar principles of social influence, indicating that sensitivity to group norms and pressures starts at an early age and develops over time.

Conclusion

• Summary: Social influence is a multifaceted process encompassing normative and informational influences, both of which can lead to varying degrees of acceptance or compliance. Its study remains crucial in understanding both individual and societal behavior in various contexts, including modern digital environments.