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ISU SOA 223 - Social Influence: Conformity & Compliance
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SOA 223 1nd Edition Lecture 12Outline of Last Lecture 1. Cognitive Dissonance2. Rationalization3. Persuasion4. Peripheral Route5. Sleeper EffectOutline of Current Lecture 1. Social Influence2. Conformity3. ComplianceCurrent LectureAudience/Receiver variables- Need for cognition- People high in need for cognition are more persuaded by central route messages than by peripheral route messages - Audience that is forewarned- inoculation hypothesis- Self-monitoring- high self-monitoring more affected by images- Culture- American advertisements more focused on personal benefits. Ads in collectivistic cultures more affected by ads that feature important groups Social Influence: Conformity, Compliance & ObedienceConformity: Tendency for people to change perceptions, opinions & behavior in ways consistentwith group norms- When you don’t Independence- Some social influence is automatic- when we see others behave in certain way, we are more likely to act the same way- Automatic mimicry- People like people better than mimic themInformal conformity: based on desire to be accurate. Use other people as information.Sherif’s Conformity StudyThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.- Male subjects alone provided their judgments on how much a dot of light was moving inthe dark. Later in a group, participants converged common perception Normative social Influence: Conformity based on desire to be liked/socially accepted Asch’s Study of Normative Influence- Visual perception experiment. LinesPrivate conformity: Change of beliefs that occurs when person privately accepts the position taken by others (true acceptance)Public conformity: Superficial change in behavior. People may pretend to agree with group when they really don’t.Factors affecting conformity pressure: Ambiguity, group size, anonymity, expertise of others, cultural factors, gender, group unanimity vs. ally in dissentNonconformist: Someone resists normative pressure, group may initially increase communication with the “deviant”, but then will ignore him or he if he/she cannot be convincedMinority can influence majority under certain circumstances:- Style is important (persistent, forceful)- When they have built up idiosyncrasy credits- By affecting private conformityMinority slowness effect: tendency for people with minority views to express them less quickly than people in majorityCompliance: Changes in behavior that are elicited by direct requests- Lead to compliance- Request is a surprise (can lead to mindless compliance) or


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