Social Impact Theory

Question 1

Describe social impact theory

Answer 1

States people are more likely to be influenced by 3 factors:

• Strength
• Status, expertise, power, how important the influencing group of people is to you
• If the source is in a position of high power or status, then social impact theory states that we are more likely to be influenced by them
• The stronger the source, the greater the influence on the target
• Immediacy
• Proximity; closeness in time and space
• Psychological proximity; emotional closeness
• If the source is psychologically, socially or physically close to the target then social impact theory states that we are more likely to be influenced by them
• Number
• As the number of people who agree increases, so does social impact. If there are numerous sources then social impact theory states that we are more likely to be influenced by them

Question 2

Supporting research?

Answer 2

P- Milgram’s variations support
E- Rebellious stooges, telephonic instructions, and run down office block
E- The large number of people rebelling reduced the social impact, the experimenter wasn’t within close proximity, and the environment was familiar and so not intimidating which reduced power

Question 3

Weakness of supporting research?

Answer 3

P- MIlgram’s study has low task validity
E- The task wasn’t very respresentative of how obedience operates in day to day society
E- This means there is trouble applying the theory to explain obedience in an everyday setting as the research lacks mundane realism

Question 4

Different theory?

Answer 4

P- Agency theory
E- Milgram suggests we have evolved to go into an obedient mental state around anyone we recognise as authority
E- Agency theory explains some things better than social impact theory. For example, it provides an explanation as to why ppts were shaking and weeping - due to moral strain

Question 5

Application?

Answer 5

P- Mathematical formula to calculate social impact is very useful
E- i = f(SIN)  Latane believes that if you know the number (N) of people involved, the immediacy (I) of the order and the strength (S) of the authority figure, you can calculate how likely someone is to obey (i) 
E- This means you can predict whether laws will be followed, whether riots will break out and whether a class will do their hw