1. Kuliah VIII
SOCIAL INFLUENCE

2. CONFORMITY To follow social norms, follow how a group should behave.
A response to social pressure exerted by norms.
Uniformity IS NOT Conformity
(drink coffee every morning = uniformity, based on preference)
Conformity is yielding own beliefs/behavior to the expectations of a larger group

3. A B C X
Asch’s experiment on conformity, subjects were shown a comparison card like the one on the left, and were asked to indicate which of the three lines on the card on the right was the most similar.

4. Influence on Conformity
Characteristics of the situation
Size of group
Degree of unanimity in group
Difficulty/ambiguity of situation
Characteristics of the individual
Attraction to group
Expects to interact with group
Low status in group
Not feel accepted by group

5. COMPLIANCE Response to explicit request/demand of someone else.
The demand/request :
May reflect a social norm
May be intended to satisfy the needs of the person making the request.

6. OBEDIENCE
Response to a direct order or command, generally from a person in authority.
Obedience is the most direct and powerful form of social influence

7. Influences on Obedience
Extent of power of person of authority
Responder’s respect for credentials/knowledge/power
Wish to establish trust with people in authority
Surveillance (di awasi)

8. HELPING BEHAVIOR Willingness to help others :
Motivated by self interest
Not linked to personal gain = altruistic behavior
Altruistic behavior : does not expect any recognition or reward, except the good feeling that comes from helping the needy.

9. Deindividuation Loss of personal sense of responsibility in a group
Loss of individuality in a group.
Mob behavior
Mass hysteria

10. Group leadership Formal and informal leaders Leaders due to :
Great leader theory : “born leader”
Right person at the right place at the right time.
Transactional theory
Leader’s traits
Situation
Response of group and leader to each other

11. Assignment
Give examples of moments when you felt you had your individuality intact and when you lost your individuality.
When do you help others to gain something and when do you do it altruistically.
Give example of an ad which is based on group conformity.