12. Social Influence Flashcards
Define conformity
Changing attitudes and behaviours to adhere to social norms
Explain the problem of norms.
can be counter-productive
Define the two types of norms.
Injunctive norms - what one should do
descriptive norms - what most people do
ASCH’S SEMINAL STUDIES 1957
- one participant plus a group of confederates
- each participant responds publicly “which line matches the standard line?”
- all the confederates give the wrong answer
- participant responds last
What effect does social support have on conformity?
Conformity decreases
- even if ally is incompetent (e.g. visually impaired)
- even if ally does not share opinion in other respects
- especially effective with early social support
WILDER 1977
- four confederates
- presented as 4 individuals, 2 pairs or one foursome
RESULT: more independence, more conformity -> perceived consensus
What are the two types of influence that explain why we conform?
- normative influence
2. informational influence
Normative influence
- desire to be liked, accepted
Informational influence
desire to be right, accurate
- especially in ambiguous situations (Sherif 1935)
- often results in private acceptance
What does Schachtek’s 1951 study outline?
The fate of the non-conformer
SCHACHTEK 1951
Group discussion Confederate acts as --Mode (agrees with group) -- Slider (disagrees at first, then agrees) -- Deviate (disagrees with the group)
RESULTS:
Attention: Mode < Slider < Deviate
Liking: Mode > Slide > Deviate
Name the three further moderators of conformity.
a) Cohesiveness of the group
b) Size of group
c) Importance of accuracy
What is the ideal group size for conformity?
n = 3-4
- larger sizes may trigger suspicion
What does Baron, Vandello & Brunsmann’s 1996 study outline?
The importance of accurcay
BARON, VANDELLO & BRUNSMANN 1996
- Line-up, pick one out of five in a line-up
- Uncertainty manipulation
difficult - perpetrator seen 0.5sec and line-up 1 sec
easy - 5sec & 10 sec - Importance manipulation
low - pilot study
high - to be used by police, best performer to get $20
RESULTS:
low importance situations: same conformity
high importance situations: low conformity when low uncertainty, high conformity when high uncertainty
Gender differences in conformity
- women are slightly more prone to being influenced
Explain an example situation where informational conformity can backfire
mass psychogenic illness
Explain mass psychogenic illness
the occurrence, in a group of people, of similar physical symptoms with no known physical cause
Mass psychogenic illness case study
1998 - a teacher in Tennesse reported a gasoline-like smell in her classroom
- school was evacuated
- over 170 students, teachers and staff reported symptoms like head-aches, nausea, dizziness
- but nothing was found to be wrong in the school
- the mysterious illness went away
Reasons for resisting conformity
- need for individuation
- need for control
- physical, legal and psychological barriers
What kind of societies have less conformity?
- individualistic societies vs. collectivistic societies (e.g. China)
Majority and Minority should lead to…
dissociations between public and private change
Define “majority”.
compliance without conversion
Define “minority”
conversion without compliance
