Social Impact Theory

Question 1

Strength

Answer 1

• Perceived power or authority
• SIT states that the strength of the source increases obedience.

Question 2

Immediacy

Answer 2

• The closeness of the source and target.
• High immediacy increases obedience.

Question 3

Number of sources

Answer 3

• The number of people involved in the situation.
• SIT states that if the number of sources increases the social impact on the targets will be greater (multiplicative effect).

Question 4

Psychosocial Law

Answer 4

• states that the most significant difference in social impact will occur in the transition from 0 to 1 source and as the number of sources increases, there are diminishing returns for the social forces

Question 5

Diminishing Returns

Answer 5

• At a certain point, each additional source has less of an impact.
• SIT states divisional effect happens, which is when the source’s impact is divided amongst the target group.
• Less of a divisional effect will increase obedience rates

Question 6

Strength of Social Impact Theory (Weakness)

Answer 6

A strength is Sedikides and Jackson (1990) research supports the theory, because it tests the components and has results that demonstrate the effects of them. They found the strength of the source, immediacy and number all affected obedience, alongside seeing the divisional effect. The study took place in a zoo, and when customers were instructed to move, the rate of compliance decreased if the group of targets increased. This study demonstrates that multiple aspects of Social Impact Theory have been shown to have an influence on obedience in a realistic setting which makes this theory
credible.

Question 7

Weakness of Social Impact Theory (Weakness)

Answer 7

A weakness of social impact theory is there is contradictory evidence to suggest the psychosocial forces are different. Hofling et al (1966) counters social impact theory, as 21/22 nurses obeyed orders to overdose a patient by the doctor over the phone. The doctor was not present so immediacy was low, however the nurses still obeyed. Therefore immediacy may not play such an important role or have such a great impact unlike what Bibb Latane proposed in social impact theory, which discredits the theory.