Topic 7__Conformity__SV.pptx

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