Social impact theory

Social impact theory - Latene

We are influenced greatly by the actions of others, we can be persuaded, inhibited, threatened and supported by other people. These effects are the results of other’s actions, and effects changes to how we feel and how we act in response. This is known as social impact because of how others, real or imagined, impact on us.

Principals:

Social forces -

• Impact of social influences is a function of the strength, immediacy and number of sources compared to targets
• Suggests that authoritative figures who are perceived to be legitimate, who are immediate to the individual and who are greater in number, will be more likely to ensure obedience

Strengths

• See people as passive receivers of other’s peoples behaviour towards them disregarding the active nature of social interactions
• Over simplify the nature of human interactions and ignores individual differences
• Static theory
• Doesn’t explain why people are influenced by others

Weakness

• Can predict behaviour under certain conditions
• Theory is quantifiable and can be observed in everyday behaviour
• Research into obedience (Milgram) and bystander behaviour (Latane)have all demonstrated the impact of strength, immediacy and number on observable human responses in social situations.