1. Conformity and Influence in Groups Ching-Mao Chen 2005/03/11

2. Conformity as persuasion : in with the crowd Norms Norms Explicit norms Explicit norms Implicit norms Implicit norms

3. Early research on conformity effects Autokinetic effect (Sherif, 1935) Autokinetic effect (Sherif, 1935) Solomon Asch, 1956 Solomon Asch, 1956

4. Variables related to conformity v1:Group size v1:Group size Social impact theory/ Social influence model Social impact theory/ Social influence model informational influence/normative influence informational influence/normative influence ---want to be right: Social impact theory ---want to be liked: Social influence model

5. v2: security in numbers v2: security in numbers V3: indoctrination V3: indoctrination V4: identification V4: identification V5: communicator characteristics V5: communicator characteristics -Gender -Gender -Peer-suasion -Peer-suasion -Personality -Personality -Culture -Culture

6. Culture Culture -Power distance -Power distance -Uncertainty avoidance -Uncertainty avoidance -Masculinity-femininity -Masculinity-femininity -Individualism-collectivism -Individualism-collectivism

7. The “Whys” of conformity The group locomotion hypothesis The group locomotion hypothesis Social comparison theory Social comparison theory Consistency (or balance ) theory Consistency (or balance ) theory Epistemological weighting hypothesis Epistemological weighting hypothesis The hedonistic hypothesis The hedonistic hypothesis

8. Social proof :using the sheep factor to persuade others Everybody is doing it Everybody is doing it The most popular product The most popular product The best selling product The best selling product

9. Deindividuation and social loafing :getting lost Deindividuation: get lost in the crowd Deindividuation: get lost in the crowd Diener...etc.(1976) Diener...etc.(1976) Mann(1981) Mann(1981) -public self-awareness -public self-awareness -private self-awareness -private self-awareness

10. Social loafing Collective effort model Collective effort model Free ride effect Free ride effect Sucker effect Sucker effect

11. How group affect decision making Risky shift phenomenon Risky shift phenomenon Group polarization phenomenon Group polarization phenomenon social comparison theory social comparison theory persuasive argument theory persuasive argument theory “ Intrapersonal process ” “ Intrapersonal process ”