4.2 Sociocultural Level of Analysis: Social and Cultural Norms

Social Learning Theory How are norms passed on to individuals in a group? Social Learning – Done through observational learning Watching models and imitating – Factors Attention: person must pay attention Retention: observer must remember the behavior Motor reproduction: observer must be able to replicate Motivation: learners must want to demonstrate

Motivational Factors (affects observers willingness to imitate) – Consistency will increase likelihood of imitation – Identification with the model – Rewards/punishment Vicarious reinforcement- observation without the consequences (movies or reality) Observational learning – Liking the model affects the willingness to imitate Learn better from someone you know and like

Bandura et al. (1961) Children and Aggression – What was the methodology? – What were the findings? – What are some of the criticisms of the study?

Application of Social Learning Theory in Real Life Violence and Television – What has the research shown in regards to the affects of television and aggressive behavior? Huesmann and Eron (1986) Kimball and Zabrack (1986) St. Helena Island The Sabido Method – Radio and Television to change behavior. – Learn from role models that we identify with.

Social Influence: Compliance Def: The result of direct pressure to respond to a request Compliance Techniques (Robert Cialdini) – Authority Ex. Famous people in ads – Commitment If already committed, similar requests will be met – Liking – Reciprocity Need to “return favors” Reciprocity Principle: treat others as they treat you Door –in-the-face technique – Acceptance of lesser second request

– Scarcity Adds value to opportunities, “limited time offer” – Social Proof Correct if others are doing it

Commitment Being consistent with previous behavior Kurt Lewin (1951) – Goal Gradients: the longer one commits, less likely to change Foot-in-the-door technique – Small commit leads to larger one Ex. Petitions lead to active support on election day – Dickerson et al. (1992) Water usage study Did it prove anything? Low-balling study – Cialdini et al. (1974)

Hazing Why do groups do it? Does it work?

Social Influence: Conformity Asch Line Test Why do people conform? Factors that influence conformity – Group size Did larger affect conformity? – Unanimity Conformity most likely when all confederates agreed – Confidence Feelings of competence and intelligence reduced conformity – Self-esteem High self-esteem reduced conformity

Evaluating the Asch Study Potential problems – Artificiality – Ecological validity – Demand characteristics Participants act the way they think they should – Cultural Validity – Ethical considerations Deception and anxiety – Friend et al. (1990)

Why do people conform? Festinger (1954) – Social comparison Ideas and opinions evaluated by looking at what others do. Cognitive dissonance – Doing things differently causes “anxiety” Normative Social Influence – Nature as social animals – Need to belong