1Social Influence:Conformity & ObediencePsy 240; Fall 2007Purdue UniversityProf. Kipling WilliamsLecture9-FPsy 240: Williams 2Flashmobs2Psy 240: Williams 3Classic Studies• Autokinetic Effect• Sherif’s studies ofnorm formationPsy 240: Williams 4Classic Studies• Asch’s studies ofgroup pressure©William Vandivert3Psy 240: Williams 5Why Do We Conform?• Informational Influence– “Social Proof” -- if others think/behave that way, they must be right.• Normative Influence– The desire to “fit it,” or perhaps more important, to not beexcluded/rejected• Mindlessness– A cognitive heuristic that allows us to dowhat others are doing without taking upvaluable time and effort.• Do “non-conformists” not conform?Psy 240: Williams 6When Do People Conform?• Group size• Unanimity• Cohesion• Status• Public response• No prior commitment©PhotoFest4Psy 240: Williams 7Influences on ConformityPsy 240: Williams 8Influences on Conformity5Psy 240: Williams 9Influences on ConformityPsy 240: Williams 10A Not-So Classic Study• Social Inhibition (Petty, Williams,Harkins, & Latané, 1977: “BystanderResponse to a Cheeseburger”• How are Conformity and SocialInhibition Similar?FreeChees eburger6Psy 240: Williams 11Classic Studies• Milgram’s obedience experimentsPsy 240: Williams 12When Don’t People Conform• Optimal distinctiveness (Brewer, 1991)– Feople seek affiliations with groups thatenable them to maintain an ideal balancebetween the desires to fit in and stand out.– Feelings of belonging trigger attempts toindividuate oneself, feelings of uniquenesstrigger attempts to immerse oneself in thegroup.7Psy 240: Williams 13!!!Psy 240: Williams 14When Don’t People Conform• When mate selection motivesare strong– Cialdini, 20068Psy 240: Williams 15What Breeds Obedience?• Escalating Commitment• Emotional distance of thevictim• Closeness and legitimacy ofthe authority• Institutional authority• The liberating effects ofgroup influence© Stanley Milgram, 1965, From the film Obedience, distributed by the Pennsylvania State UniversityPsy 240: Williams 16Reflections on the ClassicStudies• Behavior and attitudes• The power of the situation• The fundamental attribution error9Psy 240: Williams 17Social Impact TheoryLatané, 1980Multiplication
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