Social Influence Flashcards
Social influence
Social influence is the scientific study of the ways in which people’s thoughts, feelings and behaviour are affected by other people
What is conformity?
Conformity is the tendency to change what we do, think or say in response to the influence of real or imagined pressure from others
3 types of conformity
Types of conformity:
-Compliance
-Identification
-Internalisation
Compliance
Compliance - conforming publicly but continuing privately to disagree - shallowest form of conformity
Identification
Identification - morderate form of conformity where we act the same as the group because we share their values and want to be accepted. The change of belief or behaviour is often temporary
Internalisation
Internalisation - deep type of conformity where a person conforms publicly and privately because they have internalised and accepted the views of the group - the deepest form of conformity
Explanations for conformity
Explanations for conformity:
-Normative social influence
-informational social influence
Deutsch and Gerard (1955)
Deutsch and Gerad (1955) developed a two-process theory which proposes that there are two main reasons why people conform. Based on two central human needs:
-They need to be liked
-They need to be right
Normative social influence
Normative social influence occurs when we want to be liked by the majority, so we go along even if we disagree (followng a crowd to fit the norm)
Informational social influence
Informational social influence occcurs when we look to the majority group for information as we are unsure about the way in which to behave.
Supporting research for normative influence
Supporting research for noamtive influence:
Schultz et al (2008) found hotel guests exposed to normative message that 75% guests re used their towels every day reduced their own towl use by 25% suggesting that people shape their behaviour out of a desire to fit in with a group.
Supporting research of informational influence
Supporting research of informational influence:
Wittenbrink and Henley (1996) found that Pps exposed to negative information about african americans later reported more negative beliefs about a black individual
Zimbardo Stanford prison experiment (1973) procedure
Zimbardo stanford prison experiment (1973) procedure:
-Mock prison in basement of psych depart at Stanford Uni to investigate effect of social roles on conformity
-21 male volunteers that were ‘emotionally stable’
-Volunteers randomly allocated to guard or prisoner
-Stopped after 6 days (planned was 14 days)
What were the two routes in the Zimbardo experiment that encouraged social roles?
-Uniform: prisoners strip searched, given uniform and number, encouraged de-indiviualisation
-Instructions about behaviour: prisoners were told they could not leave but would have to ask for parole, guards told they had power over prisoners
Conclusions/Findings of the Zimbardo experiment
Conclusions/findings of the zimbardo experiment:
-Guards played their roles enthusiastically and treated prisoners harshly
-Prisoners rebelled within 2 day - ripped uniforms, shout and swore at guards
-Guards retaliated with fire extinguishers and harassed prisoners
-Social roles are powerful influences on behaviour
-guards became brutal, prisoners became submissive
How did the guards behaviour threaten the prisoners psychological and physical health?
-Prisoners subdued, anxious and depressed after rebellion was put down
-3 prisoners were released early because of signs of psychological disturbance
-One prisoner went on hunger strike - prisoners punished him by putting him in ‘the hole’
Srength of the stanford prison experiment
Strengths of the stanford prison experiment:
-Emotionally stable parts were used and randomly allocated > roles given by chance - so behaviour is down to role and not personalities > increased internal validity
Limitations of the stanford prison experiment
Limitations of the stanford prison experiment:
-It was suggest that parts were play-acting eg basing roles on characters from media eg films > suggests the SPE tells little about conformity to social roles in actual prisons
-Power of social rules influencing behaviour may have been exaggerated > there was variety in the behaviours > suggests the SPE overstates the view that the guards were conforming to a brutal role and minimised dispositional influences
Lucas et al (2006)
Lucas _et al _(2006) found that when presented with difficult maths problems to solve, participants were more likely to conform to the majority answer, showing that people will conform due to the need for information (ISI).
Asch (1951)
Asch (1951) found that people conformed to a majority, even giving an obviously wrong answer. This supports that people will conform in order to fit in with a group (NSI).
Assumptions of normative social influence and informational social influence
Individual differences are not considered- the explanations assume everyone is affected by ISI and NSI in the same way. Some people do not wish to fit in with a group, due to their personality- these explanations do not account for this.
Aim of Asch’s research (1951)
Asch’s aim: to see if people will conform to a majority even with an obvious answer
Asch (1951) procedure
Asch procedure:
-Lab experiment
-123 male parts > volunteer sampling
-6-8 confederates (aware of the experiment)
-18 trials (12 critical - confederates give wrong answer)
Task for Asch experiment
Asch task = identify which line matches one on the comparison card
Findings of the Asch experiment
Asch experiment findings:
-36.8% of clinical trials, conformity took place
-75% of parts conformed at least once
-25% of parts never conformed
Conclusion of the Asch experiment
Conclusion of the Asch experiment:
-Findings imply that an individual will conform to a majority as a result of imagined group pressure even if they know privately it is wrong
-Findings suggest that compliance took place and parts were influenced by normative social influence
Positive evaluation of Asch experiment
Positive evaluation of Asch experiment:
-Lab experiment > controlled environment > eliminates extraneous variables > replicable > more reliable (counter: artificial setting > demand characteristics > invalid)
Negative evaluation of Asch experiment
Negative evaluation of Asch experiment:
-Ethical issue > lack of informed consent > parts unaware of true aim > deception due to confederates (counter = deception needed to prevent parts changing + to get realistic results > parts were debriefed after)
-Sample > only males > biased > unrepresentative > issues of generalisation > lacks population validity
What is obediance?
Obediance is a form of social influence where an individual follows a direct order, usually given by an authority figure
Aim of Milgram’s obediance study
The aim was to investigate how far people would go in obeying an instruction from an authority figure even if it involved harming others
Procedure of Milgram’s obediance study
Procedure:
-Lab experiment in Yale university
-40 male participants, volunteers through newspaper ads
-Paid $4.50 to participants
-Participants decieved - told roles were allocated, but parts always given teacher role and confederates always given learner role
-They were told to give shocks to the learners when they made mistake, from 15V to 450V
-Told they could leave but pressured to stay: 4 prods: must continue, essential to continue
Findings of Milgram’s study into obediance
Findings:
Quantitative: 100% went to 300V, 12.5% stopped at 300V, 65% went to 450V
Qualitiative: parts showed tension and stress, with three even having seizures
Conclusion of Milgram’s study into obediance
Conclusion: Ordinary people are likely to follow orders given by an authority figure, even to the extent of killing an innocent human being (even if it goes against common sense and humanity)
Negatives of Milgram’s study into obediance
Milgram negatives:
-Ethical issues - parts were decieved, udnergone psychological harm and pressured to stay > questions findings
-Unrepresentative sample, can’t be generalised (cultural + beta bias)
Positives of Milgram’s study into obediance
Milgram positives:
-Tried to deal with ethical concerns: debriefing, sharing results, checkups on parts
–Supporting research: Hofing’s hospital experiment + Sheridan&King’s puppy experiment - backed up his findings
-Practical application - ie soldiers
-Lab experiment> controled extraneous variables > measurable, replicable, reliable
Variations implemented by Milgram to show how situational variables can influence levels of obediance
Variations implemented by Milgram:
-Changing location to a run-down office (47.5% went to 450V)
-Teacher and learner in same room (40% went to 450V)
-Teacher forces learners hand onto a plate to recieve shock (30% to 450V)
-Experimenter gave orders by phone (20.5% went to 450V)
-Experimenter played my member of public (no lab coat) (20.5% went to 450V)
Examples of situational variables that affect obedience
Situational variables that affect obedience:
-Proximity
-Uniform
-Location
-Cultural variation
-Consequences
-Gradual commitment
Proximity as a situational variable that affects obedience
Proximity as a situational variable that affects obedience:
-The physical closeness of the authority figure directly impacts obedience
-Positive correlation = closer authority figure is, higher obedience
-Visible authority figures increase obedience due to fear of consequences and more psychological pressures to obey
Uniform as a situational variable that affects obedience
Uniform as a situational variable the affects obedience:
-Acts as a visible symbol of authority
-Reinforces status
-Can be seen through clothing or titles eg Dr/Police uniform
-Eg BIckman experiment
Bickman experiment
Bickman experiment:
-Litter study in New York -> 3 confederates dressed differently -> policeman, tie and jacket, milkman -> security guard more obedience -> uniform affects obedience