Social Psychology Lecture 7 Social Influence Influence Forms of Influence Conformity change in behavior with or without pressure from others It can be explicit or implicit Compliance following the request of another person regardless of the status of person making the request Obedience following the demands of another person who is higher in status than oneself Normative Social Influence conformity is based on the desire to be liked or accepted by a group Examples fashion trends peer pressure Line judgment study one true subject is surrounded by confederates who give the wrong answer 75 of subjects conform at least once Overall the subjects conformed 37 of the time The answer was obvious Norms speed limit average speed o Injunctive norms appropriate behavior for the situation Example o Descriptive norms most common behavior for the situation Example o Situational norms cannot govern our behavior Salient important or relevant Can influence our behavior without our awareness Stanford Prison Study example of how norms can influence our behavior Students dressed as prison guards and mistreated others The study got out of hand and had to be shut down Informational Social Influence conformity based on the desire to be accurate Uses other people as a source of information People conform because other people are seen as correct and have more information This is more likely to occur when the task is ambiguous or difficult and people feel like they lack knowledge Autokinetic effect study people s judgments of ambiguous illusion converge over trials When people conform Group size groups of 3 or more increase rates of conformity Group unanimity more conformity when group is unanimous but one dissenter dramatically decreases rates Importance of group groups that are cohesive liked high in status or personally important commitment investment increase rates of conformity Less likely to conform with long term friends because there is more understanding of other s differences Ambiguity of situation more likely to conform if we are unsure of what to do We look to others for information Personality more conformity for people with low self esteem People desire for social approval Explanations for behavior conform less when we think others are acting out of self interest and when we have an obvious explanation for being different Downsides of conformity normative influence with destructive behaviors Examples eating disorders in sororities and binge drinking in fraternities Compliance how to get someone to do you a favor Compliance techniques Norm of Reciprocity when one feels obligated to give something to someone who has given to you even if we are given something small It works because of social norms and the feeling of obligation Door in the Face when a larger request is refused it is followed by a smaller request It works because of reciprocal concession and compromise Foot in the Door when a small request is accepted it is followed by a larger request It works because there is a need to have consistent self perception Lowballing offer reasonable request that s accepted then reveals details involving higher costs than originally suggested It works because the person has been tricked they already made their commitment Hard to Get indicate than an object is scarce hard to obtain and available for a limited time It works because of supply and demand and perceived scarcity increased perceived value Pique make a unique request that captures attention so that the person is more likely to consider it It works because it interferes with mindless refusal script so request is considered Mood Effects positive and negative moods can increase rates of compliance Positive moods mood maintenance Different construals of the request Negative moods guilt sadness and embarrassment Negative state relief Better to ask for a donation before someone confesses their sins Obedience Milgram study experimental set up Predictions that les than 1 of people would give the highest shock but 65 went to the end even after thinking the person could be injured or possibly dead Variations explored different factors of obedience focusing on proximity of authority proximity of victim feelings of responsibility prestige of authority and others Examples of recent dysfunctional obedience February 2004 managers of four fast food restaurants were called by someone who claimed to be a police officer Over the phone they were told to strip search their employees for evidence Each manager did so based on the prank call December 2007 special needs children were given electroshock treatment after a prank call from a teenager claiming to be a doctor March 2010 the Extreme Zone game show mimicked the Milgram study Contestants were willing to give dangerous shocks to another contestant in front of a live studio audience and 80 gave the maximum shock Cults Characteristics of Cult Members transitional period like relationship break up job loss or loss of loved ones Often searching for answers Tools of influence o Compliance reciprocity and lowballing o Information social influence answer for life s questions o Normative social influence enforce social norms ridicules outcasts and people that wish to leave o Cognitive dissonance most justify behaviors to invest more into the group Milgram Cults and Nazis Slippery slope step by step incremental emergent situation No exits try to escape but fail attempts to leave thwarted either by ignoring reasons for resistance reminders of commitment threats of ridicule or by force Release from responsibility people become agents of authority and don t feel personally responsible In the Milgram study people who obeyed transferred the responsibility to the victim Limits to considering alternatives no time to reflect They were isolated and cut off from others