1. Social Influence Revision

2. Majority Influence/Conformity
A form of social influence
When people adopt beliefs of the majority group
More likely to influence public behaviour than private opinion
See ASCH APFCC (also Zimbardo)

3. Explanations of Conformity
Normative – changes public but not private
Informational – changes public and private
Compliance – changes behaviour but not your mind
Identification – Change behaviour to fit in with the group.
Internalisation – Change your mind and your behaviour

4. Factors that influence conformity
Culture
Individualist vs. collectivist
Historical
‘Child of its time’

5. Minority Influence Majority shifts to the view of the minority
Usually involves shift in private opinion and public behaviour
See Moscovici APFCC

6. Explanations of Minority Influence
Commitment
Relevance
Strength
Status and Knowledge
Time

7. Differences Majority Compliance Takes place immediately
High need for approval
Minority
Conversion
Takes place over time
Low need for approval

8. Obedience Behaving as instructed to do.
Agentic state (situational factor) – people not blame, merely following orders of authority figure
Authoritarian Personality (psychological process) – rigid beliefs, intolerance of ambiguity, hostile to other groups.
See Milgram APFCC and methodological criticisms

9. Resisting Obedience with Milgram
Situational Factors
Location
Orders by telephone
Disobedient role model
Psychological Processes
Voice feedback
Proximity
Touch proximity

10. Validity Experimental validity
Does it measure what it set out to measure?
Does it generalise to real life?
Does it generalise to other populations?
Ecological Validity
Does it generalise to other settings?

11. Ethics and Dealing with Ethics
Issues
Lack of consent
Deception
Harm to participants
Confidentiality
Leaving experiments
Dealing with issues
Right to withdraw
Informed consent
Protection
Debrief
Confidentiality

12. Do the ends justify the means?
Consider Asch, Zimbardo, Moscovici & Milgram
Costs vs. benefits
Positive and negative evaluation.

13. Time for you to do something!
Use your workbook, mini-guide and revision pack to review this topic.
Write short-answer questions and get a friend to assess them.
Mind-map long-answer questions
Multi-choice testing cards
Ask me for any help.