Important Social Psychology Research Overview

Conformity and Social Influence

What is conformity? Conformity is a process of changing behavior

due to the influence of others. What kinds of influences are there?

Informational social influence- we conform because we assume others know more than we do and conform to their behavior(s)

Normative social influence- we conform because we want to fit in and to gain approval

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Informational social influence… Imagine- You are attending a social event. You

are in a discussion with a doctor, lawyer, politician, and a priest. (I promise, this is not a set-up for a joke!) The doctor discusses a current medical procedure that you read an article about just recently. You didn’t think that he explained it the way you remember it. What do you do?

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Or also consider this scenario…

You were sitting in a food court at a local mall when a man in what you think was a red shirt and blue jeans stole a woman’s purse. When the police ask you and other witnesses what you saw. A few of the other witnesses assuredly note the man was wearing a blue shirt. What do you do?

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When does informational social influence occur?

When the situation is unclear. One is not sure of what to do next.

If one perceives another as an expert or possessing more information.

In cases of crisis when there is no time to think thoroughly. (Look to an authority when one is available.)

Normative social influence…Imagine this scenario:

You have been hired to a new job and you are attending an important department meeting. The business manager and others excitedly agree with a new strategy to bring up productivity. Your previous company went bankrupt using the same strategy. You want to be successful at this new job, but you would like to see the company succeed. You also would like to keep eating daily- you need a paycheck for that! Do you speak out?

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When does normative social influence occur?

When we are seeking approval and wish to fit in, we might conform. Even if we don’t know or don’t want to know those around us, we might conform to not seem foolish or different.

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Don’t we value individuality as Americans?

Yes, but… Our need to be part of a group is strong; we are social

individuals. “Interdependence is and ought to be as much the ideal of

man as self-sufficiency. Man is a social being.” -Mahatma Gandhi

Individuality is valued only in certain situations. Conformity is often valued and rewarded over individuality.

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Solomon Asch Experiment- conformity Groups of 7-9 people, only 1 was the real subject

(others were confederates) Control condition- subjects judged privately rather

than publicly Task was to compare a standard line to 3 comparison

lines Control made errors less than 5% of the time Experimental group conformed to confederate

answers about 33% of the time; 75% subjects conformed at least once.

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Solomon Asch, continuedFactors affecting conformity:

Size of group in majority Unanimity Presence of social supporter or extreme

dissenter Level of privacy Collectivism vs. individualism

Stanley Milgram

Milgram- Obedience experiment Participants thought they were in a study of

the effects of punishment on learning “Learner” was a confederate, “teacher” was

the actual subject When the learner (who intentionally was

making mistakes) made a mistake, the experimenter directed the teacher to administer an electric shock to the

learner, increasing in voltage as they continued to make mistakes.

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Milgram experiment, continued Factors affecting obedience:

Authority figure present in room; prestigious university, lab coat

Experimenter kept stating that it was necessary to continue

Experimenter noted that the shocks may be painful but there will be no permanent damage

Learner began to say that they did not wish to go on and their heart was hurting. Experimenter asked subject to keep going.

Over 2/3 of the subjects continued on past 195 volts, and over half went all of the way to 450 volts

View a video about the Milgram and Asch experiments here:

http://video.google.com/videoplay?docid=5695875352844691386

Darley and Latane Bystander effect- reluctance on the part of an

individual to help others if other people are present. Experiment comprised of a subject with

confederates that were in a waiting room. Those in the “with others” condition did not respond as quickly to the smoke in the room for help, compared to the “alone” condition in which the subjects were more willing to go for help. The presence of an authority figure increased bystander effect.

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Phillip Zimbardo Stanford Prison Experiment

1971- Experiment dealing with effects of prison life and abuse of power by guards

Men in the Palo Alto, CA area recruited; subjects were randomly assigned to be either “guards” or “subjects”

Although pre-screening did not indicate any abnormalities, many “inmates” had evidence of pathology and many “guards” had evidence of sadism.

http://www.prisonexp.org/

Stanford Prison ExperimentView slideshow at:

http://www.prisonexp.org/

Robert Cialdini- Principles of Social Influence

Reciprocation- norm to return behavior received from another Ex. Free samples at the grocery store You scratch my back, I’ll scratch yours

Social Validation- use the beliefs and actions of others as a standard of comparison Ex. Should I return a lost wallet with $50 in it? Festinger- Social comparison theory

Consistency- after committing to a position, you will be more willing to comply with consistent behaviors. Ex. Foot-in-the-door phenomenon Low-ball technique

Robert Cialdini- Principles of Social Influence

Friendship/ Liking- we are more likely to comply to requests of people we like Ex. Tupperware party

Scarcity- value in products/ services with limited availability

Authority- we are more willing to follow the suggestions of a legitimate authority Medical authority endorsing a product Importance/ symbolism of the uniform

Irving JanisJanis coined the term groupthink.Groupthink- when group conformity

overrides critical thinkingFactors influencing groupthink:

Situational threats Style of leadership High group cohesiveness Group polarization (ex. risky shift)

Classic examples of groupthinkHolocaustBay of Pigs invasionChallenger explosionWatergate scandalLack of preparation for Pearl HarborJoining the war against terror?

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