4- Week 4 Conformity

Question 1

Define conformity

Answer 1

The tendency to change our perceptions opinions or behaviour in ways that are consistent with group norms. Not directly requested though.

Question 2

Describe the Freedman and Fraser 1966 conformity experiment

Answer 2

Household products phone survey.
Quick phone survey at first
Second request asked an intrusive home visit to stocktake household items (40% complied after initial request approval)
Showed that if you get an initial approval you’re likely to get a secondary approval, not matter how outrageous.

Question 3

Describe the Cialdini et al 1975 conformity experiment

Answer 3

Tested the door-in-the-face technique
Take a child to counselling per week for 2 yrs or to the zoo for 2 hrs only once.
Showed smaller request granted when larger first request is denied.

Question 4

When do majorities come to have influence?

Answer 4

Social norms - When many focus on social norms (group rules) the have influence.
No ally - cant stand alone for something if no one backs you.

Question 5

When do minorities come to have influence?

Answer 5

Minority influencers must be forceful, persistent and unwavering on positions, while appearing flexible and open minded.
Its not what they say, so much as how they say it.
Consistency increases minority influence.

Question 6

Summarise the ‘foot in the door’ technique

Answer 6

Ask a small request, get approval
Then ask bigger request.
Much more likely to get approval of second request when first is granted.

Question 7

Summarise the ‘low-ball’ technique

Answer 7

Influencer secures small first request, then reveals bigger request because of hidden fees and charges.

Question 8

Summarise the ‘that’s not all’ technique

Answer 8

Influencer begins with larger request, but decreases the apparent size by offering a discount or bonus items, increasing apparent value for the customer.

Question 9

Summarise the ‘door in the face’ technique

Answer 9

Influencer asks unreasonably large request,

Then when gets a ‘no’ changes to a smaller request (which was the initial goal anyway)

Question 10

Detail Milgrams 1973 experiments on obedience

Answer 10

Conducted 18 experiments and later wrote “Obedience to Authority’
1000 participants.
On the effects of punishment on learning.
Participants directed to shock a confederate with increasing voltage by ‘doctor’
65% of participants went up to highest voltage.

Question 11

What are the 3 factors set forth by social impact theory?

Answer 11

Strength - determined by status, ability or relationship to a ‘target’

Immediacy - refers to sources proximity in time and space to a ‘target’

Number of sources - as number increases so does influence.