1Social Influence:Conformity & ObediencePsy 240; Fall 2006Purdue UniversityDr. Kipling WilliamsPsy 240: Williams 2.2Psy 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 withgroups that enable them tomaintain an ideal balancebetween the desires to fit inand stand out.– Feelings of belonging triggerattempts to individuateoneself, feelings of uniquenesstrigger attempts to immerseoneself in the group.• When mate selection motivesare strong– Cialdini, 20067Psy 240: Williams 13What 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 14Reflections on the ClassicStudies• Behavior and attitudes• The power of the situation• The fundamental attribution error8Psy 240: Williams 15Social Impact TheoryLatané, 1980Multiplication