Module 44 Social Influence Chapter 14 Essentials of Understanding Psychology- Sixth Edition PSY110 Psychology © Richard Goldman June 18, 2006

Conformity: Following What Others Do Social Influence – How the actions of individuals or groups effect others Conformity – Change in attitude or behavior to follow the attitudes or beliefs of others Factors Affecting Conformity:  Characteristic of the group – More attractive groups have more power  Status of the individual – Lower status individuals are more affected  Situation – Greater conformity in public  Kind of Task – Greater conformity in less competent areas  Unanimity of the Group – Greater conformity when everyone else has same view  Consequences? – Social disapproval, rejection

Groupthink Caving in to Conformity Strong motivation to achieve consensus Powerful leader with lower status members Limits possible solutions

Compliance: Submitting to Direct Social Pressure Sales Techniques:  Foot-in-the-door – Small request followed by a larger one (bottom-up selling)  Door-in-the-face – Large request followed by a smaller one (top-down selling)  That’s-not-all – Price incentives or reductions  Not-so-free sample – Free sample instills a sense of obligation using the Norm of Reciprocity to provide pressure for a sale

Obedience: Following Direct Orders A change in behavior in response to the commands of others. Milgram’s Shock Experiment  For the better good  Following Orders  Not personally responsible