1. Conformity, compliance, and obedience

2. Social influence Vs. persuasion Doesn’t have to be intentional
At least one person affecting the attitudes or behaviors of another
Social influence

3. Types of influence 2 types: 3 forms:
Informational (want to be correct)
Normative (want to be accepted)
3 forms:
Obedience
Compliance
Conformity
Types of influence

4. Conformity examples http://www.youtube.com/watch?v=SnAyr 0kWRGE
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Conformity examples

5. Early conformity studies
Sherif, 1935
Autokinetic effect (estimates of how far a light moves)
Early conformity studies

6. Asch, 1951 Judging the length of lines (video from earlier)
76% of people conformed and gave a clearly wrong answer at least 1 out of 12 times
Bond & Smith meta-analysis, 122 studies in 17 countries. More conformity if:
Bigger majority
More women
The majority is your ingroup
More ambiguous stimuli
More collectivist countries
Public compliance vs. private acceptance E
Asch, 1951

7. Descriptive vs. injunctive norms
What people do vs. what we think is appropriate
Problems with normative campaigns to change behaviors
Help the hotel save energy
Help save the environment
Partner with us to help save the environment
Help save the environment for future generations
"Join your fellow citizens in helping to save the environment"
Descriptive vs. injunctive norms

8. Energy norms Descriptive: “energy usage was above or below average”
Injunctive: add a smiley or frowny face
Energy norms

9. STONE : SCULPTOR :: 
(A) brick : house           
(B) words : poet           
(C) bust : portrait           
(D) scalpel : surgeon           
(E) mine : ore 

10.    INVARIABLE : CHANGE            
(A) incurable : disease           
(B) unfathomable : depth           
(C) extraneous : proposition           
(D) ineffable : expression           
(E) variegated : appearance 

11. Social impact theory (Latane, 1981)
People are influenced as a multiplicative function of the
Strength
Immediacy, and
Number of others
Social impact theory (Latane, 1981)

12. Application 1: Conformity and Imitation
Perception of “consensus” occurs here, according to Asch, who used Swarthmore undergraduates.
A replication of Asch’s study with high school students
“Craning and Gawking”

13. Application 2: Social Psychophysics of Embarrassment
Latané & Harkins, 1976
Porter, 1939

14. Application 3: Social Impact of News Events
Bassett & Latané
Read a newspaper
Pointed at articles they read
IVs:
Number of people involved
Distance from Columbus, O
DVs: Which articles?
How long did they spend on it.

15. Application 4: Tipping in Restaurants
Freeman, Walker, Borden, & Latané (1975)
1,159 evening diners in Columbus, Ohio
Party size varied naturally
DV: size of tip

16. Dynamic social impact theory (Latane, 1996)
The Four Cs
What culture is, is determined by:
Clustering: Group members will become more similar to those closer to them.
Correlation: Emergent associations between elements over time (this results in “culture”).
How cultures change is determined by:
Consolidation: Reduction in diversity within the group (the tendency toward majority influence).
Continuing diversity: the spatial distribution of communication “protects” some minority viewpoints. There is rarely complete obliteration of the minority.

18. Headache remedies Weiss, 1994
Do a couple weiss charts (haven’t scanned yet)
Headache remedies
Weiss, 1994

19. Country music purchases
Weiss, 1994

20. Language

21. Language example “Stronger” languages grow.
Physical and other features “protect” language diversity.
Languages with more and more dispersed speakers grow.
Languages cluster at various levels.
Language correlates with other elements of culture or identity.
Languages consolidate (15, <6800).
Language example

22. Other evidence Face-to-face discussions Computer discussions
Dorm studies
Neighborhoods and retirement communities
Other evidence

23. How do we get deviates to go along with the group?
First, try to convince them
Then, ignore them
How do we get deviates to go along with the group?

24. Cialdini’s influence techniques
Reciprocity
Consistency
Social proof
Liking
Authority
Scarcity
Cialdini’s influence techniques

25. Milgram’s obedience study
Shock the “learner”
63% went all the way in the basic paradigm
Factors affecting obedience
Proximity of the victim
Empathetic cures
Cognitive narrowing
Power of the institution
Presence and legitimacy of the authority figure
Conflicting messages
Group effects
Milgram’s obedience study

26. Get similar results Across countries Across time South Africa, 87.5%
Jordan, 73% and 62.5%
Austria, 80%
Spain, 50%
Across time
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Get similar results

27. Recent obedience examples
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Why did they obey?
Recent obedience examples

28. Don’t feel personally responsible (“just following orders”)
Respect for authority
Awkward to break rules
Do it in small steps
Reasons people obey