Topic 7__Conformity__SV.pptx
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Conformity Topic 7 Overview of Topics Conformity defined Informational Social Influence Normative Social Influence Minority Influence Compliance Obedience to Authority Conformity Conformity: o A change in behaviour as a result of the real or imagined influence of other people Examples:...
Conformity Topic 7 Overview of Topics Conformity defined Informational Social Influence Normative Social Influence Minority Influence Compliance Obedience to Authority Conformity Conformity: o A change in behaviour as a result of the real or imagined influence of other people Examples: o o o o Cults Violence Dictatorships Everyday behaviour Why do we conform? o Rely on social cues when in confusing or ambiguous circumstances o Fear, heavy social pressure, group size, culture Informational Social Influence Informational social influence o Conforming because we believe that others’ interpretation of an ambiguous situation is more correct than ours and will help us choose an appropriate course of action. Example: COVID-19 Compliance o People looked to experts o People looked to other non-experts Private acceptance: o Conforming to other people’s behaviour out of a genuine belief that what they are doing or saying is right Public compliance: o Conforming to other people’s behaviour publicly without necessarily believing in what they are doing or saying Conformity is more likely if task/behaviour is important, the situation is ambiguous, others are experts Normative Social Influence Normative Social Influence: o The influence of other people that leads us to conform in order to be liked and accepted by them o Often results in public compliance; not necessarily private acceptance Humans need to be accepted and liked o Groups have expectations for behaviour social norms Social Norms: o The implicit or explicit rules a group has for the Testing Social Influence Informational Social Influence: Sherif (1936) o Ps estimated movement in autokinetic task: ambiguous situation o Participants made estimates of movement • Alone and with others Testing Social Influence Normative Social Influence: Asch (1956) o Ps stated which of three lines matches standard line o Confederates stated the incorrect answer 12/18 times o Many participants conformed to the group o Public compliance without private acceptance Normative Social Influence (Continued) When Will People Conform to Normative Social Influence? Social Impact Theory: o The theory that conforming to social influence depends on the strength of the group, its immediacy, and the number of other people in the group Other Influences: Unanimity Gender Culture Consequences of Normative Social Influence Normative social influence can be exploited for good or bad o Context dependent o Examples: • Eat healthier foods; Pro-environmental behaviours • Peer pressure; bullying; body image People who deviate may be pressured, disliked, and ostracized Resisting Normative Social Influences 1. Be aware the process is operating (whether you know it or not) 2. Take action 3. Regular conformity permits some deviance Minority influence Minority Influence: o The case in which a minority of group members influences the behaviour or beliefs of the majority Research has studied: o o o o o Colour perception Gender norms Stereotyping/discrimination Immigration Juries Message and behavioural consistency is key Minority influence works through informational social influence Compliance Compliance: o A change in behaviour in response to a direct request from another person Door-in-the-face technique o A technique to get people to comply with a request whereby people are presented first with a large request, which they are expected to refuse, and then with a smaller, more reasonable request, to which it is hoped they will acquiesce Example: Cialdini et al., 1975 o Asked students to volunteer two hours per week/minimum 2 years o Then asked them to volunteer for a 2-hour trip to the zoo Meta-analytically supported o Strongest effects when requests are pro-social Compliance Foot-in-the-door technique: o A technique to get people to comply with a request, whereby people are presented first with a small request, to which they are expected to acquiesce, followed by a larger request, to which it is hoped they will also acquiesce Lowballing: o An unscrupulous strategy whereby a salesperson induces a customer to agree to purchase a product at a very low cost, and then subsequently raises the price; frequently the customer will still make the purchase at the inflated price Reciprocity: o People will feel obliged to repay others when they have been given something. Obedience to Authority Obedience: o Conformity in response to the commands of an authority figure o Norm of obedience Nazi Holocaust o Millions dead o How could this happen? • Evil people? • The banality of evil Holocaust inspired Stanley Milgram Obedience to Authority Behavioural Study of Obedience (Milgram, 1963) o Order naïve P to administer shocks to victim o Teacher (P) will administer shocks to the learner (C) when they get questions wrong o Shocks range from 15-450 volts: how far will people go? • Prodded by authority figure to continue • Samples of people predicted that 1% would go to 450 volts o 26/40 obeyed until the maximum shock was given Obedience to Authority Milgram Continued: o Original study was done on men; findings show up in women as well o Burger (2009): findings replicated across ethnicity, gender, age, education, and personality Obedience to Authority Normative Social Influence o Authority norm of obedience Informational Social Influence o Confusing situation look to experimenter for “guidance” Self-Justification The End
