Lecture 7 Social Influence

Outline Introduction Effects of Mere Presence Conformity Compliance Obedience

Effects of Mere Presence The simplest form of social influence in which there is no direct interaction or communication between the individuals involved, only the presence of another person.

Conformity A form of social influence in which individuals change their attitudes or behaviour in order to adhere to social norms of real or imagined others. Social norms: widely accepted ideas or rules indicating how people should behave. They represent the standard behaviour of a social group.

% of participants by number of trials on which participants conformed

Conformity Informational social influence Conforming because we believe that others’ interpretation of an ambiguous situation is more correct than ours and will help us to choose an appropriate course of action.

Conformity Normative social influence The influence of other people that leads us to conform in order to be liked and accepted by them; this type of conformity results in public compliance with the group’s beliefs and behaviours, but not necessarily with private acceptance of the group’s beliefs and behaviours.

Conformity Social impact theory Conforming to social influence depends on Strength Immediacy Number

Compliance A form of social influence involving direct requests from one person to another Foot-in-the-door technique Door-in-the-face technique “That’s not all” (TNA) technique The low-ball technique

Compliance Foot-in-the-door technique A procedure for gaining compliance in which requesters begin with a small request and then, when it is granted, escalate to a larger one (the one they actually desired all along).

Compliance Door-in-the-face technique A procedure for gaining compliance in which requesters begin with a large request and then, when it is refused, retreat to a smaller one (the one they actually desired all along).

Compliance “That’s not all” technique A technique for gaining compliance in which requesters offer additional benefits to target persons before they have decided whether to comply with or reject specific requests.

Compliance The low-ball technique A means of inducing someone to carry out a requested act by first asking him/her to carry out the act, and only then increasing the cost of fulfilling the request.

Obedience A form of social influence in which one person simply orders one or more persons to perform some action(s).