social influence: conformity, compliance, obedience
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Social Influence: Conformity, Compliance, Obedience. Madiha Anas Lecturer Department of Applied Psychology School of Social Sciences Beaconhouse National University. Social Influence. What is Conformity?. Conformity – - PowerPoint PPT PresentationTRANSCRIPT
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Social Influence:Conformity, Compliance,
Obedience
Madiha AnasLecturer
Department of Applied PsychologySchool of Social Sciences
Beaconhouse National University
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Social Influence
Main Determinants of Social Influence
Compliance(Response to a direct request)
Obedience(Response to authority)
Conformtiy (Response to social norms)
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What is Conformity?
Conformity – “a change in a person’s behaviour or belief as a result of real or
imagined group norms”. (Myers, 1999)
Or “a tendency for people to adopt the behaviour, attitudes and
values of other members of a reference group”. (Zimbardo, 1995)
Norms = the rules established by a group to regulate the behaviour of
its members.
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Informational Social Influence We want to be right we look to others, whom we
believe to be correct, to give us information about how to behave, particularly in novel or ambiguous situations. (The desire to be right)
Normative Social Influence We want to be liked we conform because we think
that others will approve and accept us. (The desire to be accepted)
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Conformity: Asch
CONFORMITY IN AN UNAMBIGUOUS SITUATION. Solomon Asch (1951) carried out a study to show the pressure
which peers can put on you to conform to a wrong norm.
Enter laboratory with 6 other people. Seven of you seated in a series - you are number 6.
Experimenter explains task: a single line on card on left 3 lines on card on right.
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A B C
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A B C
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A B C
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A B C
Asch, 1951
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Conformity: Asch
One line is same length as line on other card. You and other subjects need only call out, one at a time, which of the 3 lines was the same length. Simple!
You try it out. ‘A’ is obviously the correct line. The others all agree. This continues until suddenly the others all disagree with what you think is correct!
What do you do? You begin to doubt your own judgement. Nightmare.
The nightmare is the pressure to conform. Actually the other 6 subjects are stooges.
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Social Influence: Compliance
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Compliance
A change in behaviour and expressed attitudes in response to requests, coercion or group pressure Superficial, public and transitory
A change in behavior due to a direct request from another person.
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Compliance
Comply with the attempt to influence. Public compliance –
effect of coercion. Direct requests most common form of compliance
and social influence.
Strategies in compliance- Cialdini (1988) Foot-in-the-door (Freedman & Fraser, 1966) Door-in-the-face (O’Keefer & Hale, 2001)
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Why Compliance? People make direct requests of us all the time
salespeople, peers, friends, family
Honoring those (reasonable) requests helps maintain the social fabric helping others and anticipating their help in the future makes
for good social bonds
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ComplianceCompliance
The door-in-the-face technique gets people to comply with a request by presenting them first with a large request and then with a smaller, more reasonable request.
RS. 1000 RS. 950
RS. 800
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ComplianceCompliance
reciprocity norm:
receiving anything positive from another person requires them to reciprocate in response.
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ComplianceCompliance
The Foot-in-the-Door Technique
The foot-in-the-door technique gets people to comply with a small request,
followed by a larger request.
This is better for long-term compliance.
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Social Influence
Obedience
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Obedience
Doing something because a legitimate authority figure asked us to
Less frequent than conformity or compliance Even persons who possess authority and power
generally prefer to exert it through the velvet glovevelvet glove Through requests rather than orders
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Obedience
Obedience behaving as instructed but not necessarily
changing your opinions.
Usually in response to individual rather than group pressure
Obedience is by direction (being directed) whereas conformity is affected by example (or observation).
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Why Obedience? Many people have power over us
law enforcement, parents, military
Following the direct orders of a (legitimate) authority is usually not a matter of debatewhen the officer asks to see your driver’s
license, it’s usually prudent to obey
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Obedience to AuthorityObedience to Authority
Stanley Milgram (1963, 1974, 1976) examined the power of obedience to
authority in social psychology’s most famous laboratory experiments.
Milgram’s results indicate powerful tendency people have to obey
authority figures even when their orders go against people’s values and morals.
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Obedience
Obedience compliance of person is
due to perceived authority of asker
request is perceived as a command
Milgram interested in unquestioning obedience to orders
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Stanley Milgram’s Studies
Stanley Milgram (1960’s) The participant is the
“teacher”, the confederate is the “learner”
Teacher watches learner being strapped into chair -- learner expresses concern over his “heart condition”
If the learner makes an error, the teacher has to ‘shock’ him…with the level of shock increasing to dangerous and deadly levels
As the level of shock increases, the “teacher” can hear the learner is in obvious pain
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Stanley Milgram’s Studies
Teacher to another room with experimenterShock generator panel –
15 to 450 volts, labels “slight shock” to “XXX”
Asked to give higher shocks for every mistake learner makes
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Stanley Milgram (1963)
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Stanley Milgram’s Studies
1234
5678
9101112
13141516
ShockLevel
Switch Labelsand Voltage Levels
17181920
21222324
25262728
2930
ShockLevel
Switch Labelsand Voltage Levels
“Slight Shock”15304560
“Moderate Shock”7590105120
“Strong Shock”135150165180
“Very Strong Shock”195210225240
“Intense Shock”255270285300
“Extreme Intensity Shock”315330345360
“Danger: Severe Shock”375390405420
“XXX”435450
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Stanley Milgram’s Studies
Learner protests more and more as shock increases
Experimenter continues to request obedience even if teacher is unsure
120
150
300
330
“Ugh! Hey this really hurts.”
“Ugh! Experimenter! That’s all. get me out of here. I told you I had heart trouble. My heart’s starting to bother me now.”
(agonized scream) “I absolutelyrefuse to answer any more.get me out of here You can’t hold me here. Get me out.”
“(intense & prolonged agonized scream) “Let me out of here. Let me out of here. My heart’s bothering me. Let me out, I tell you…”
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Obedience
How many people would go to the highest shock level?65% of the subjects went to the
end, even those that protested
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Explanations for Milgram’s Results
Abnormal group of subjects?numerous replications with variety of
groups shows no supportAll male subjects
People in general are sadistic?videotapes of Milgram’s subjects show
extreme distress
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Critiques of Milgram
Although 84% later said they were glad to have participated and fewer than 2% said they were sorry, there are still ethical issues
Do these experiments really help us understand real-world atrocities?