Compliance and conformity Social Influence Compliance and conformity
May not be obvious to the complier Compliance Conformity occurs when it is perceived that the situation is influencing your behavior Compliance occurs as a result of direct pressure to respond to a request May not be obvious to the complier
Robert Ciadini Leader in research of the psychology of persuasion Cornerstone of advertising and marketing What will make you buy something?
Six factors that increase the likelihood that people will Comply :buy Authority figures – Famous people Commitment – once people have agreed to something, they are likely to comply with similar requests Liking – people comply with those they like Reciprocity – people often feel they need to return the favor Scarcity – more valuable if is rare – “last chance” or going out of business sale” Social proof – ok if others are doing it
Psychology of Belief, Part 5: Compliance Techniques http://www.youtube.com/watch?v=1x19z5Jb_pg
Reciprocity One of the most basic norms of human culture A person must try to repay what another persons has provided What is given to another is not lost, but a sign of a future obligation Enables development of various kinds of relationships and exchanges. Can you think of examples?
Your Turn Read the studies on Compliance techniques. Summarize them: Include the norm of reciprocity Regan: Aim, procedure, Results, Evaluation Foot in the door Dickerson et al: Aim, procedure, results, etc.
Social Influence : Conformity The tendency to adjust one’s thoughts, feelings or behavior in ways that are in agreement with those of a particular group Classic Study: Asch (1951) Aim – to what extent will a person conform to an incorrect answer on a test if the response by the other people In the group was unanimous
Solomon Asch’s conformity Experiment https://www.youtube.com/watch?v=TYIh4MkcfJA https://www.youtube.com/watch?v=Mq7xb9F0g_I Elevator conformity http://www.youtube.com/watch?v=a7Nq0GYlFgE
Why did they Lie? They knew their responses were wrong, but they went along with them they didn’t want to ruin the experiment didn’t want to appear to be agains t the group Factors that will influence confomity: 1. group size – 3 or more confederates = 32% confomity 2. Unanimity – Conformity most likely when all confederates agree 3. Confidence - with engineers and doctors, conformity is nil 4. High self esteem – low conformity
Questions Conducted in a lab = low ecological validity Only one culture = limited in application Ethical questions – deception, participants made to feel anxious Maybe we should look at how many DID NOT conform!
Can a minority opinion have influence on the majority? YES! They produce uncertainty and doubt They show that alternatives exist Consistency shows there is commitment to the alternative view Prohibits GROUPTHINK!!!
Violating a Social Norm or Reasons for Conforming! Normative social influence – influence resulting from a person’s desire to gain approval or avoid disapproval. That is – most people will yield to the majority opinion even when it conflicts with their own. Remember Cognitive Dissonance???
Try it! Ask someone on a public bus to give you their seat. Face the back of an elevator as you are ascending or descending Sit at an unoccupied chair in a restaurant at a table that is occupied by other guests.
Informational Social Influence When we accept others’ opinions about reality When accuracy of opinions seems important, people rarely conformed when the task was easy, but half conformed when the task was hard http://www.youtube.com/watch?v=TYIh4MkcfJA Asch http://www.youtube.com/watch?v=y6GxIuljT3w&NR=1 milgram copy