What is social influence?
Two types
Informational social influence
Normative social influence
Three forms
Conformity
Compliance
Obedience
Early studies in conformity
Sherif, 1935
Asch, 1951, 1956
Public compliance vs. private acceptance
Commitment to response and conformity
Social impact theory (Latanι, 1980)
Strength
Immediacy
Number
Factors emphasized by SIT
Strength:
Group
importance
Personality
Our
status in group
Immediacy:
Memorable
interactions
Number:
Group
size
Unanimity
of group
Evidence for SIT
Conformity
Stage fright
News events
Helping
Dynamic social impact theory
Consolidation
Clustering
Correlation
Continuing diversity
Influence techniques
Reciprocity
Consistency
Social proof
Liking
Authority
Scarcity
Why do people conform?
Communicate, then reject
Idiosyncrasy credits
Obedience
Milgrams paradigm (1973)
Factors affecting obedience
Proximity of the victim
Empathetic cures
Cognitive narrowing
Power of the institution
Presence and legitimacy of the authority figure
Conflicting messages
Group effects
Why do people obey?
Agentic state
Binding factors
Antecedent conditions
Consequences