Chapter 7: Social InfluenceChapter 7: Social InfluenceDr. M. Davis-Brantley

Social InfluenceSocial Influence

Why we behave the way we choose to behave?Social Norms, Social Conformity

Ex: Walking on the street in the nude

Social influence is the area of social psychology that studies the ways in which people influence the thoughts, feelings, and behavior of other people

PersuasionPersuasion

How are individuals persuaded to alter their behaviors, thoughts, feelings, beliefs, etc…

Emotional Appeal a type of persuasive communication that influences behavior on the basis of feelings that are aroused instead of rational analysis of the issues Ex: Clergymen to the congregation Book Ex: Jonathan Edwards famous sermon

“Sinners in the Hands of an Angry God” (Fear) Fear of dying or aging in advertisements

PersuasionPersuasion

Two primary ways to use persuasion to get others to change their behaviors or beliefs

Central Route is a route of persuasion that stimulates thoughtful consideration of the arguments and the evidence

Peripheral Route is a route to persuading others that associates objects with positive or negative cues Ex: Advertising—Lebron James & Thirst (Sprite), The

Geico Gecko, what else All beef patties, special sauce, special cheese, pickles, onions,

on a sesame seed bun (Big Mac)

PersuasionPersuasion

Effects of familiarity and repetitionResearchers found that repeated

exposure to images, people, etc… enhances their appeal

The more complex the stimuli, the more likely it is that frequent exposure will have favorable effects

Persuasive CommunicationPersuasive Communication

Who do we trust and why?Persuasive communicators are

characterized by expertise, trustworthiness, attractiveness, or similarity to their audiences

Ex: Doctors, athletes, models, etc…

Persuasive CommunicationPersuasive Communication

What happens when we hear something that conflicts with our beliefs?Selective avoidance is when one diverts

her/his attention from information that is inconsistent with one’s attitudes

Selective exposure is deliberately seeking and attending to information that is consistent with one’s attitude

Persuasive TechniquesPersuasive Techniques

Good mood—important because we are less likely to examine information carefully when we are feeling good

Foot-in-the-door technique a method used for inducing compliance in which a small request is followed by a larger request Telemarketers “Just a few minutes”

Low-balling a method in which extremely attractive terms are offered to induce a person to make a commitment. Once a commitment is made, the terms are revised

Obedience and AuthorityObedience and Authority

Why are soldiers able to follow orders without question even to the point where they can kill others?

Psychologist Stanley Milgram (Yale, 1963) attempted to find out

Milgram Experiment Milgram Experiment (1963)(1963)

Study on the effects of punishment on learning

Enlisted 40 men aged 20-50 years oldTeachers, engineers, laborers, etc…Thought they were participating in a

study on learning and memory

Milgram Experiment (1963)Milgram Experiment (1963)

Each experiment was composed of a “teacher” and a “learner” The “learner” was strapped into a chair as part of the

experiment and often would object The teacher (participant) would enter another area of the room

where they wouldn’t be able to see the learner In this room was an “Aggression Machine” with sophisticated

gadgets and turn knobs marked with 15 to 450 volts Labels described 28 of 30 knobs from “Slight Shock” to

“Danger: Severe Shock” The last 2 levers were simply labeled “XXX” So that the teacher would know how the electric shock felt, the

scientist would give the participant (teacher) a sample 45 volt shock

Milgram Experiment (1963)Milgram Experiment (1963)

The “Aggression Machine” was used to punish the learner if he did not complete the task properly

The learner’s task was to learn a pair of words The teacher would read pairs of words After hearing the list once, the learner would have to

produce the word that was paired with the stimulus word He would do so by pressing a switch that would signify

his choice from a list of four alternatives If the answer was correct, the learner could move on to

the next task If the answer was incorrect, the teacher would

administer a shock to the learner

Milgram Experiment (1963)Milgram Experiment (1963)

The teacher was told that the shocks would not cause any “permanent tissue damage”, although it would be extremely painful

The learner would answer questions correctly initially; however, when they would get some wrong the teacher would administer mild shock with mild concern

The learner would continue to make mistakes and would continue to be shocked at increased levels

The teacher would look to the experimenter and the experimenter would tell the participant to continue on and inform them that the experiment requires them to move on

At 300 volts the learner would pound and yell and the teacher was told to continue

At some point the learner would stop answering and just scream and the teacher was told to continue

Milgram Experiment (1963)Milgram Experiment (1963)

Milgram found that although the participants were disconcerted he discovered that most of them would continue to comply and go beyond 300 volts

Only 5 men refused to continue on Milgram was able to replicate the experiment with

college students and women FYI the teachers did not actually shock a learner it

was completely simulated and the learner was just a confederate (researcher)

Milgram Experiment (1963)Milgram Experiment (1963)

Why was this able to happen?1. Propaganda where people to be victimized are

often degraded as being subhuman (Nazi)2. Socialization-people are socialized from early

childhood to obey authority figures3. Lack of Social Comparison-inability to compare

yourself to the victim4. Perception of Legitimate Authority-influence of the

reputation and authority of the setting5. Foot-in-the-door technique-once the person

started participating, may have found it progressively difficult to pull out of the situation

ConformityConformity

To Conform is to change one’s attitudes or behaviors to adhere to social norms

Social Norms are explicit and implicit rules that reflect social expectations and influence the ways people behave in social situations Explicit rules include those that are often

turned into rules and laws such as whispering in a library

Implicit rules are those that are unspoken such as facing the front of the elevator after we enter it and being “fashionably late” to a party

Conformity: Asch StudyConformity: Asch Study

Solomon Asch (1952) studied conformity Recruited individuals who thought they were

participating in a study of visual discrimination Subjects were placed in a room with 7 other

subjects There are 2 cards with lines on them Chart A: One Line Chart B: Three Lines (one of equal length to the

line on Chart A) 75% of participants agreed with the majorities

wrong answer at least once

Factors that influence Factors that influence conformityconformity

Belonging to collectivist rather than an individualistic society

Desire to be liked by other members of the group

Low self-esteemSocial shynessLack of familiarity with the task

DeindividuationDeindividuation

The process by which group members may discontinue self-evaluation and adopt group norms and attitudes

Factors that lead to deindividuation include;Anonymity, diffusion of responsibility, arousal

due to noise and crowding, and focus on emerging group norms rather than own values

Ex: Angry Mobs

Altruism and Helping Altruism and Helping BehaviorBehavior

Altruism is the unselfish concern for the welfare of others Exist among all animals and most humans Humans have been known to sacrifice their well-

being for the survival of others (children) Primates have been known to suicidally attack a leopard to

give the others the opportunity to escape On the other hand: Bystander Effect is the

tendency to stand by and do nothing when others are in need

Ex: Kitty Genovese

Altruism and Helping Altruism and Helping BehaviorBehavior

What determines likelihood we will help those in need?Good moodEmpathy—those who feel the distress of

others or feel concern for themIf there is the belief that an emergency

existsResponsibility