Social Impact Theory Flashcards
What is Social Impact Theory?
An explanation of the extent to which other people’s real or imagined presence can alter the way an individual thinks, feels or acts. The impact is determined by strength, immediacy and number of sources during any interaction
What is the equation to show impact on the target?
Impact on the target= f(SIN)
S- strength
I- immediacy
N- number of sources
What does strength refer to?
Refers to the perceived power/ authority of the source and the messages that they convey. For example, a strong source may have power over the target and/or they may communicate in an authoritative, intense or charismatic way. Strength can be affected by socio-economic status, age and the nature of any past or future relationship with the target.
What does immediacy refer to?
Reflects the closeness of the source and the target in terms of space, but also time. Physical and psychological barriers to communication will affect immediacy
What does number refer to?
Relates to how many sources are present during the interaction, which determine the level of social impact.
What is the law of diminishing return?
Once the source number is bigger than 3, each additional person has less of an influencing effect
What did Sedikides and Jackson discover about SIT in a zoo?
-In NY zoo where visitors wer easked not to lean on the railing.
- The researchers maniuplated the strength of the source by dressing a confederate as either a zoo keeper (58% obedience) or in a t-shirt and shorts (35% obedience).
-Obedience also declined when the visitors were further from the person making the request (61% when in the same room, 7% when in an adjacent room)- testing immediacy.
- Finally the divsional effect was also tested- obedience was greater in a smaller group of one or two visitors (fewer targets- 60%) compared with a group of five or six (more targets- 14%).
What study shows that Immediacy is less important than strength?
Hofling arranged for an unknown doctor to telephone 22 nurses and ask each of them to administer an overdosw of a drug that was not on the ward lise. 95% of the nurses started to administer the drug. Although the doctor was not immediately present the nurses obeyed without question.
How does SIT apply to political influence and enhance social influece?
- Adopting a strong and persuasive style of communication to connect with their target voters
- Aiming to reach voters by talking face to face rather than through TV or radio broadcasts
- Addressing smaller groups rather than larger crowds where the divisional effect may reduce the impact of their messages
