Social impact theory - Latane (1981) Flashcards
What does social impact theory suggest ?
We are greatly influenced by actions of others & we can be persuaded, inhibited, threatened & supported by other people
What does social impact theory look at ?
Functioning of individuals in presence of others & how we are affected by social environment
What are the 2 social forces ?
- Sources
- Targets
What are sources ?
People who provide the influence
What are targets ?
Those who are influenced
What are the 3 principles ?
- Strength
- Immediacy
- Number
What is strength ?
How much power you think a person has
What is immediacy ?
Proximity & distance
What is number ?
Number of sources compared to targets
What is psychosocial law ?
Idea that first source of influence has most dramatic impact & impact decreases as source increases = social force weakens
What is multiplication vs division of impact ?
- Social force spread out between all the people it is directed at
- More people = less responsibility
What did using multiplicative effect explain ?
How increasing strength, immediacy & number of sources can significantly increase social impact
What is laws of behaviour ?
Not difficult to study group influence when considering small group behaviour, but as complexity of behaviour increases, studying laws of how individuals function becomes harder
What is the law of diminishing return ?
As number increases beyond a certain level, the % difference in impact decreases
What is the mathematical model ?
i = f (SIN)
i = impact
f = function
How does the theory has useful predictive power ?
- Mathematical formula i=f(SIN)
- More accurate predictions can be made to help society in terms of obedience
- As long as factors can be measured, influence on individual can be estimated = predictive validity
How is the theory reliable ?
- Same measurements about strength, immediacy & number put into formula
- Equation can be repeated to check for consistency in obedience predictions
How is the theory reductionist ?
- Not take into account other explanations
- SLT = obedient through imitating parents obedience
- Only partial explanation
How is the theory more descriptive than explanatory ?
- Describes law of diminishing returns but not explain why greater number of sources beyond a certain point would have decreased impact on targets
- Hinders credibility
How is Hofling supporting research ?
- Role of immediacy may not be key factor
- Stooge doctor phoned & asked to give 2x daily dose of medication on late night ward
- 21/22 obeyed
- Law of behaviour lacks credibility
How is Milgram supporting research ?
- Participants obeyed to give up to 450V
What is a criticism ?
Individual differences not taken into account
What are applications to this theory ?
- Politicians during campaigns
- Talk to small number of people face to face wearing smart attire
- More likely to agree with same viewpoint
