SOCIAL IMPACT THEORY Flashcards
Who developed a social impact theory?
Latane (1981)
What does social impact theory suggest?
- We are greatly influenced by the actions of others
- Other people, real or imagined, can influence how we feel and behave
What is the source of influence?
- Studies looking at how individuals change their attitude have found that a persuasive argument can work to change an individuals beliefs.
- Even just knowing that others have a certain opinion can change beliefs
- Usually attitude change to be closer to those of a source of influence.
- Sources of influence can be individuals or groups
What do Latane & Wolf (1981) suggest?
The size and status of a group will affect an individuals attitude
- An individual may change their attitudes, beliefs, behaviour etc to be more in line with those of the group
What is group polarisation?
The tendency for a group to have more extreme ideas and attitudes than the individuals within the group
What is social loafing?
People who are in a group but do not contribute to the groups decisions or actions
What does Latane mean by sources and targets?
Targets - those who experience the impacts of social influence
Sources - those who exert the influence on others
What affects the level of social influence being exerted on a target by a source?
Conformity, Bystander behaviour & Obedience
What are the principles of social influence?
Strength, immediately and number
Social influence principle - strength
The strength of the source can be determined by status, authority and age
Social influence principle - immediacy
Determined by proximity of the source to the targets and their presence
- The greater the distance, and the more barriers that are between the target and source, the less influence there will be on the target
Social influence principle - number
The number of sources and targets that are in any given social situation
What is the psychological law?
The greater the strength, immediately and number is of the sources, doesn’t always increase the impact on the target, often there is a plateau effect, this is demonstrated by Berkowitz, Bickman & Milgram
Berkowitz, Bickman & Milgram - psychological law
- Between 1-15 confederates stood on the street outside a university building looking up at the sixth floor
- Milgram was on the sixth floor recording the number of passers who also looked up
(Were influenced by the confederates) - Results showed that although increasing the number of confederates looking up did increase the number of passers who also looked, the number of passers who did this grew smaller relative to the size of the confederate group (it levelled off)
What is the multiplication vs division of impact? (and relevance to obedience studies)
Multiplicative Effect = The greater the strength, immediacy & number of the sources, can increase the impact of influence on the targets behaviour - although this does level off
Divisional Effect = the number of targets to be influenced affects the impact of the source. The more targets to be influenced often reduces the impact or effectiveness of the source to change their behaviour.
In terms of obedience, it suggests that authority figures will have less influence if the target has an ally or group of allies
Social impact theory (strength) - Sedikides & Jackson (1990)
- In a New York zoo, Visitors were instructed to not lean on the railing
- The uniform of the zoo keeper influenced the obedience shown by people
Uniform = 58%
Casual clothing = 35%
Social impact theory (strength) -
Milgram, Bickman & Berkowitz
Measured the relationship between the size of a crowd and the impact it would have on peoples behaviour, standing on a busy city street looking up at a building, and the response of passersby. As the size of the crowd was increased a greater proportion of passersby adopted the behaviour of the crowd, until a plateau effect occured.
- This supports the theory as it provides evidence for the psychological law
Social impact theory (weakness) - Oversimplification
Social impact theory ignores individual differences (i.e - some people might be more resistant to social influence, others might be more easily persuaded, these factors are likely to impact affect the impact on an individual)
Social impact theory (weakness) - More static then dynamic
The theory disregards the active nature of social interactions and what the target themselves bring to the social situation (it is a static rather then dynamic theory as it does not take into account any interaction) - the nature of the interactions may be influencing the behaviour
Diffusion of Responsibility
Being part of a large group makes people feel anonymous and this reduces their feelings of responsibility. It might make them less likely to obey orders.
What was Latané & Darley experiment, and what were they investigating?
Diffusion of Responsibility
One of the speakers was a confederate who would pretend to have a heart attack. If there was only one other participant, they went for help 85% of the time; this dropped to 62% if there were two other participants and 31% if there were 4+.
