Social Impact Theory - Latané (1981)

Question 1

Who created Social Impact Theory and when?

Answer 1

Bibb Latané 1981

Question 2

How did Latané describe the way humans behave?

Answer 2

In social forcefields - we all impact on each other in our ongoing interactions.

Question 3

Impact on target formula:

Answer 3

Impact on the target = f(SIN)

Question 4

Target:

Answer 4

The person being influenced.

Question 5

Source:

Answer 5

The person doing the influencing.

Question 6

Strength:

Answer 6

The perceived power/authority of the source and conveyed messages.
May be affected by socioeconomic status, age, nature of relationship with target.

Question 7

Immediacy:

Answer 7

The closeness of the source in terms of physical distance as well as time.
Physical and psychological barriers can affect this.

Question 8

Number:

Answer 8

How many sources are present during the interaction - which will determine the level of social impact.

Question 9

Multiplicative Effect:

Answer 9

The idea that increasing strength, immediacy, and number can significantly increase social impact.

Question 10

Divisional Effect:

Answer 10

The idea that social impact is reduced if there are more targets than there are sources.

Question 11

Divisional Effect Formula:

Answer 11

Social impact on the target = f (1/SIN)

SIN refers to the target.

Question 12

The law of diminishing returns:

Answer 12

Once the source group is larger than 3 each additional person has less of an influencing effect.

Question 13

Strength of social impact theory:

Answer 13

It is supported by research evidence.
Sedikides and Jackson 1990 conducted a field experiment in a New York zoo and they proved the need for strength: 58% obedience when visitors were asked not to lean on a railing by a man dressed as a zoo keeper and only 35% when asked by a man in a t-shirt and shorts.
They also found that immediacy was important: 61% obedience when asked from the same room, 7% when asked from an adjacent room.
And the divisional effect: 60% obedience when smaller groups were asked, 14% when a group bigger than 6 were asked.

Question 14

Opposing argument for social impact theory:

Answer 14

As Sedikides and Jackson 1990 was a field experiment the number of people in each group was not manipulated. This threatens internal validity - it may not be only group size affecting obedience (confounding variables such as personality).

Question 15

Weakness of social impact theory:

Answer 15

The role of immediacy may not be a key ingredient in social impact.
Hofling et al 1966 carried out an experiment in which an unknown doctor phoned 22 nurses and asked them to administer an overdose of a drug that was not on their ward list - 95% obeyed (they were stopped before completion).
However, there is no comparison to with the source being present.

Question 16

Application of social impact theory:

Answer 16

Social impact theory can be applied to understand how people enhance their social influence.
Political leaders may increase their social influence by
1 adopting a strong and persuasive style of communication to increase strength
2 reaching voters by speaking face to face to increase immediacy
3 addressing smaller groups to decrease divisional effect
It can help develop strategic campaigns.

Question 17

Balanced conclusion for social impact theory:

Answer 17

It is supported by research studies showing the importance of SIN.
Other studies suggest a simple formula cannot explain human behaviour - it is reductionist.
A universal equation may not be achievable.