1. Lecture Conformity

2. Definition: Change in Behavior or belief from the result of real or imagined pressure from others

3. Conformity Sherif (1936) The Autokinetic Effect

4. Why do people conform? One answer concerns the ambiguity of the information

5. Informational social influence Others are a source of information Conforming because we believe that others’ interpretation of an ambiguous situation is more correct than ours and will help us to choose an appropriate course of action.

6. Informational social influence Asch – Test of informational influence A B C St. line

7. Normative social influence The social pressure of other people, to be accepted, leads us to conform in order to be liked and accepted by them

8. Conformity 1. Private Acceptance 2. Public Compliance

9. Conformity Sherif = ambiguous = suggests informational Asch = lack of ambiguity = suggests Normative

10. Conformity Q: What happens when there is direct pressures to conform? Obedience: extent to which one agrees to a specific demand or request

11. Obedience Stanley Milgram

12. Obedience Factors that moderate obedience: 1. Closeness and legitimacy of experimenter 2. Emotional distance from the victim

13. Reactance Theory Use of force can backfire; we REACT against it

14. Reactance Theory Three types of reactions: 1. React against being told not to do something by doing it 2. Threatened behavior becomes more attractive 3. Aggression is aimed at person telling you not to do the behavior