social influence

# Asch's Conformity Study (1956)

Q: What was the aim of Asch's study?

A: To investigate if people would conform to the opinions of others and knowingly give an incorrect answer.

Q: What was the method of Asch's study?

A: - Groups of 7-9 people shown 4 lines (1 standard, 3 comparison)

- Asked to say which comparison line matched the standard

- Only one real participant, others were confederates

- Confederates deliberately gave wrong answers

- Real participant answered last

Q: What were the results of Asch's study?

A: - 36.8% of participants gave incorrect answers to match the group

- 76% conformed at least once

- Only 24% never conformed

- Error rate was less than 1% when tested alone

Q: What were the strengths of Asch's study?

A: - Demonstrated clear evidence of conformity in group settings

- Laboratory setting allowed control of variables

- Standardized procedures made replication possible

- Findings have been confirmed through replications

Q: What were the weaknesses of Asch's study?

A: - Lacked ecological validity (artificial laboratory setting)

- Task was contrived and lacked personal significance

- Culturally biased (all American participants)

- Results may not generalize to real-world situations

# Milgram's Obedience Study (1963)

Q: What was the aim of Milgram's study?

A: To explore whether ordinary people would obey authority figures even when required to harm an innocent person.

Q: What was the method of Milgram's study?

A: - Participants told they were part of learning/punishment study

- "Teacher" (real participant) had to shock "learner" (actor) for wrong answers

- Shocks increased from 15v to 450v

- Experimenter gave orders to continue

- Learner stopped responding at 315v

Q: What were the predictions before Milgram's study?

A: - Psychiatrists predicted only 1.2% would go to maximum voltage

- Most believed experiment would end before 300v

- Yale students predicted tiny fraction would give maximum shock

Q: What were the results of Milgram's study?

A: - 65% of participants continued to maximum 450v

- All participants reached at least 300v

- Only 12.5% stopped at learner's first objection

- Results contradicted expert predictions

Q: What is Milgram's Agency Theory based on the study?

A: - People enter an "agentic state" when following authority

- They transfer responsibility to authority figures

- This is learned through childhood socialization

- People can suspend their moral judgment when ordered by authority

# Piliavin's Subway Study (1969)

Q: What was the aim of Piliavin's study?

A: To investigate whether a victim's appearance would influence whether people helped or not.

Q: What was the method of Piliavin's study?

A: - Field experiment on New York subway

- Actor collapsed in train carriage

- Two conditions:

1. Drunk condition (38 trials): smelling of alcohol with bottle

2. Cane condition (65 trials): sober with walking stick

- Researchers recorded help frequency and speed

Q: What were the results of Piliavin's study?

A: - Cane condition: helped within 70 seconds 95% of time

- Drunk condition: helped within 70 seconds 50% of time

- Clear difference in helping based on victim's appearance

Q: What were the strengths of Piliavin's study?

A: - Natural setting increased ecological validity

- Real people unaware of study (no demand characteristics)

- Demonstrated how victim characteristics affect helping

- Findings applicable to real-world situations

Q: What were the weaknesses of Piliavin's study?

A: - Culturally biased (American sample)

- May not generalize to other cultures/settings

- Ignored personality variables

- Contradicted diffusion of responsibility findings

- Ethical issues (deception, lack of consent)