Social Influence Social Psychology Miss Bird

Homework due 1) Research and make notes on the key study on minority influence by Moscovici et al (1969) - APFCC. 2) Complete the 4-mark past-exam question on conformity (blue worksheet) – COLLECTING IN TO MARK.

OVERVIEW: Conformity  Sometimes we conform to ‘fit-in’ with those around us – COMPLIANCE.  Sometimes we are not sure of the right way to think or act so we use others as a source of information and accept their viewpoint– INTERNALISATION.

Exam information In the exam you may be asked: - 1) ‘Types of conformity’ – compliance and internalisation. 2) Explanations of why people obey – normative social influence and informational social influence.

Explanations of why people conform 1. Normative social influence – ‘follow the crowd.’ 2. Informational social influence – accept majority viewpoint as most likely to be right.

Normative Social Influence (NSI)  It is possible to behave like the majority without accepting its point of view.  COMPLIANCE = Public agreement but no private attitude change.  A majority may be able to control other group members by making it difficult for them to deviate from the majority point of view, thus exerting pressure on them to conform.  ‘Fit-in,’ ‘acceptance,’ ‘approval.’

Evaluation of NSI Bullying  Research has shown how many groups with a low quality of interpersonal friendships may be manipulated by a skilful bully so that victimisation of another child provides the group with a common goal.  This exerts pressure on all group members to comply (for fear of being rejected themselves).

Evaluation of NSI Smoking  Marketing campaigns aimed at educating young people about what is normative in a particular group have been successful in reducing the incidence of risk behaviours (alcohol abuse and smoking).  Social norms bring about conformity.  Strong link between people’s normative beliefs and their behaviour.  Campaign aimed at year olds – only 10% of non-smokers subsequently took up smoking following exposure to a message that most children in their age group did not smoke.

Evaluation of NSI Conservation behaviour  Aim: persuade hotel guests to reuse their towels rather than having fresh ones every day.  132 hotels – 794 rooms – guests in 1 week.  Rooms randomly assigned to either experimental or control condition.  Control – door hanger informing guests of environmental benefits of reusing their towels.  Experimental – door hanger + informed that ‘75% of our guests choose to reuse their towels each day.’  Guests who received additional message that contained normative information about other guests reduced their need for fresh towels by 25%!

Informational Social Influence (ISI)  Individuals go along with others because they believe them to be right.  Use them as a source of information.  Don’t just comply in behaviour but also change own point of view.  INTERNALISATION = changes to both public and private attitudes.

Informational Social Influence (ISI) ISI more likely if: - 1. Situation ambiguous (right course of action unclear). 2. Situation is crisis (rapid action needed). 3. We believe others to be experts (more likely to know what to do).

Independent task  Complete the gap fill exercise in your booklet on the evaluation of ISI.  You have 5 minutes in silence.  Be prepared to feedback to the class.

Independent task Consolidation  On A3 paper, draw a mindmap of the two explanations for why people conform (NSI and ISI).  You have 20 minutes.

Exam focus January 2011  Complete the past-exam question in your booklets.  It is worth 6 marks.  No notes!  You have 6 minutes in silence.  Try and write a model answer.