Exam 2- Lecture 7 Flashcards
Social influence
Leads to a change in behavior
Three types of social influence
- Conformity
- a change in behavior in response to real or imagined PRESSURE from others (normative behavior)
- most indirect - Compliance
- responding favorably to a DIRECT REQUEST made by another person
- ex. donate to charity, give blood, etc. - Obedience
- a change in behavior in response to a COMMAND from someone in a position of authority
Conformity
Type of social influence
A change in behavior in response to real or imagined PRESSURE from others (normative behavior)
Most indirect
Compliance
Type of social influence
Responding favorably to a DIRECT REQUEST made by another person
ex. donate to charity, give blood, etc.
Obedience
Type of social influence
A change in behavior in response to a COMMAND from someone in a position of authority
Why do people conform?
- Informational influence
Accepting evidence provided by other people about the best was to behave
- motivated by desire to be correct
- leads to internalization
- study: Sherif (1936) auto kinetic effect
-> unmoving dot of light in dark space appears to have motion
-> in a group, participant’s estimates have converged - Normative influence
Conformity based on a person’s desire to fulfill others’ expectations, often to gain acceptance
- motivated by wanting acceptance, avoiding disapproval or harsh judgement, etc.
- no internalization necessary
- study: Asche (1955) line judging studies
-> conform to confederates and give the wrong answer!
-> 37% on average gave the wrong and conforming answer
When are people most likely to conform?
- Group size- usually need 3-4 people for conformity
Milgram’s “looking up at nothing” study
- 1 person; 40% looked up/conformed
- 2 people; 60%
- 3 people; 65%
- 4 people 80%
Affects INFORMATIONAL and NORMATIVE influence
- Unanimity- with even one dissenter, conformity decreases
Asch- If even one person dissented, conformity dropped to 5%
Affects both INFORMATIONAL and NORMATIVE influence
- Anonymity- responding in front of group members makes conformity more likely
Primary affects NORMATIVE influence
- Group member status- if group members are HIGH STATUS, more conformity
Jaywalking study- decreased from 25% to 17% when well-dressed non jaywalker was present
Primary affects NORMATIVE influence
- Group member expertise- people are more likely to conform when group members are experts
Primary affects INFORMATIONAL influence
Compliance
Foot-in-the-door technique
-agree to small -> agree to large
Door-in-the-face technique
-turn down large -> comply more reasonable
Low-ball technique
-agree initial request -> maintain agreement to increase to initial request
Reciprocation (norm of reciprocity)
-reciprocate help
Scarcity
-“limited edition”
Foot-in-the-door technique
People who have agreed to a SMALL request are more likely to comply later with a LARGER request
Study: Drive safely sticker -> sign
-more than twice as likely big sign when did small before
Door-in-the-face technique
After a person turns down a large request, people are more likely to comply when the requester offers a more reasonable request
Study: Blood donor study
- “long term? tomorrow?” 50% agree
- “tomorrow?” 32% agree
Low-ball technique
People who agree to initial request often maintain commitment when request increases
Car salesman
Same car purchase, increase in actual price from ticket
Reciprocation (norm of reciprocity)
Expectation that people will help lose who have helped them
Study: charitable donation
- request with gift 35% donate
- without gift 18% donate
Scarcity
Things you do not, or cannot have, become more valuable
“limited edition”
Milgram (1974)
Participants: 40 men as “teachers”
Cover story: effects of punishment on learning
Machine: 15 to 450 volts
Psychiatrists guessed: 1 in 1000 would go to 450 volts
Finding: 63% went to 450 volts
Milgram (1974)
What characteristics of the requester led to obedience?
Strength
- status or prestige of the person giving commands
- > experimenter replaced by clerk, 20 % obey
Immediacy
- more influential when close
- > experimenter called by phone, only 21% obey
Number
-more influential when more people giving commands
