Social Influence Flashcards
Describe the authoritarian personality
Some people have a collection of traits (dogmatic, hostile to lower status, servile of higher status, conformist) that make them more likely to obey. Results due to harsh parenting and strict discipline (usually poor relationships with father). Measured on an F scale - measures strength of agreement with obedient/fascist statements
State two strengths of the authoritarian personality as an explanation for obedience
- Elms & Milgram (1966) did follow-up study with 20 obedient and 20 disobedient participants, given MMPI and F scale - no difference in MMPI, obedient pps scored higher on F scale
- Altemeyer told participants to shock themselves for wrong answers - high correlation between willingness and high score on F scale
State two weaknesses of the authoritarian personality as an explanation for obedience
- Middentrop and Meleon (1990) found less educated more likely to have authoritarian personality - Milgram also found less educated were more obedient - other factors?
- Personality is rare - less than 65% have this personality, so can’t be sole explanation
- Situational factors may be more important - 100% obedience if learner didn’t scream, 0% if experimenters disagreed
Describe minority influence
Influence of individuals within the majority to reject the established majority group norms and gradually accept the minority viewpoint through the process of CONVERSION. Type of internalisation
Describe Moscovici’s 1969 study into minority influence
6 people (4 real pps, 2 confederates) - shown 36 slides of shades of blue. In one condition, confederates stated all slides were green - 8% agreed. In other condition, confederates said 24/36 slides were green - 1% agreed.
What behavioural characteristics should the minority adopt to be successful (as stated by Moscovici)?
- Committed: being in the minority has greater consequences than the majority. So being committed is more persuasive to the majority - taken seriously.
- Consistent: majority begin to reassess the situation, consider issue more carefully
- Flexible: the minority is powerless to the majority, so have to negotiate their position. Too flexible - seem inconsistent. Too strict - seem dogmatic
Describe a study that supports each behavioural characteristic of the minority
Committed: Xie et al (2011) found that when committed individuals were added to an online social networking site (discussed different opinions), only 10% were needed in the minority to sway majority
Consistent: Moscovici (1969)
Flexible: Nemeth and Brilmayer (1987) found when member of jury was flexible they had greater influence - only works if group is undecided
State three strengths of research into minority influence
- Clark’s 12 Angry Men (1994) shows how the minority can win over the majority
- Martin et al (2003) found minority influence involves deeper processing so has a more enduring effect. Participants given a view and their support was measured, those exposed to minority that agreed were less likely to change view when exposed to contradictory view
- Real world application - understand how terroist organisations rally people
State two weaknesses of research into minority influence
- Nemeth claimed it’s difficult to convince people of the value of the minority - may accept publically and not privately
- Studies on effects of particular traits are correlational - can’t be sure that one particular trait is increasing influence
Describe the process of social change through minority influence
- Draw attention
- Cognitive conflict
- Consistency of position
- Augmentation principle
- Snowball effect
(Social cryptoamnesia is a result of social change due to minority influence)
State two advantages of research into social change through minority influence
- Asch found presence of one dissenter in variation caused decrease in conformity. Milgram found having one disobedient reduced obedience to 10%, and disagreeing experimenters reduced to 0%
- Nolan (2008) investigated minority influence of energy consumption. Put up posters saying neighbours were reducing energy consumption - caused decrease. Control group - no effect
State three weaknesses of research into social change through minority influence
- People don’t want to think so deeply about another view - could take a long time
- Nemeth said the effects of minority influence are indirect and delayed - majority only considers immediate issues rather than the core reasoning - fragile effects
- Bashir et al (2013) found if the minority is associated with negative stereotypes the majority are less likely to shift
What are the two methods of social change through majority influence? Describe them
- Conformity - behaviour is based on perceived norm rather than actual norm. So, to correct the misperception the majority uses social norm intervention. Aim to identify the misconception and communicate the actual norm so people adapt their behaviour.
- Obedience - Zimbardo stated obedience can help bring about social change e.g. civil rights laws, homosexual marriage
State two advantages of research into social change through majority influence
- Linkenbach and Perkins (2003)
2. Asch (1951)
State a disadvantage of research into social change through majority influence
Superficial - doesn’t involve deeper processing
