1. WEB Copyright © Allyn & Bacon 20031 Social Influence: Changing Others’ Behavior This multimedia product and its contents are protected under copyright law. The following are prohibited by law: any public performance or display, including transmission of any image over a network; preparation of any derivative work, including the extraction, in whole or in part, of any images; any rental, lease, or lending of the program. Chapter 9

2. WEB Copyright © Allyn & Bacon 20032 Chapter Outline Conformity Compliance Obedience Intense Indoctrination

3. WEB Copyright © Allyn & Bacon 20033 Social Influence Why do people conform? What are the major compliance techniques? Why do we obey? How do extreme groups (e.g., cults) exert their influence on others? Social Influence—efforts to change our attitudes or behavior

4. WEB Copyright © Allyn & Bacon 20034 Conformity Types of Social Norms—rules for behavior –Explicit (written)—“speed limit 55” –Implicit (unwritten)—“don’t stare at strangers” –Descriptive—what most people do Leave their litter on the ground when others do –Injunctive—what should be done Pick up their litter when others do Conformity—change attitudes and behavior in order to adhere to social norms

5. WEB Copyright © Allyn & Bacon 20035 Asch’s Line Judgment Task –Subjects conformed to false majority on 37% of critical trials –76% of subjects conformed at least once (much variability) –When given an ally (even if they disagreed with subject), conformity decreased to 8% –When responses made privately, almost no one conformed Line-Judgment Task Participants asked to indicate which of three lines best matched a standard line after a unanimous group gives wrong answer (see Figure)

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7. WEB Copyright © Allyn & Bacon 20037 When and Why Do We Conform? What affects conformity? –As cohesiveness increases—conformity increases –As group size increases—conformity increases –Activating descriptive (to strengthen) and injunctive norms (to remind) increase conformity Why do we conform? –Normative influence Desire to be liked, accepted or avoid rejection –Informational influence (see Figure 9.8) Desire to be right or accurate (esp. when uncertainty is high) Once we conform, we tend to view conformity as justified

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9. WEB Copyright © Allyn & Bacon 20039 Persistence of Social Norms Autokinetic effect (Sherif) –When retested alone, the group norm persisted “Generations” effect –When new people enter group, original norms persisted Cultures of honor—cultures that condone violence when honor is threatened –In the South and West of the U.S. these norms still exist

10. WEB Copyright © Allyn & Bacon 200310 Ways to Resist Conforming Desire to retain one’s individuality –Less (more) conformity occurs in individualistic (collectivistic) cultures, regardless of group size Desire to exert control over one’s life –As the need for personal control increases, conformity decreases Physical, psychological, or legal barriers –e.g., cannot marry, stand during national anthem

11. WEB Copyright © Allyn & Bacon 200311 Minority Influence When is minority influence effective? –Consistent, committed, flexible, and timely Why is minority effective? –Induce majority to think systematically about issues –Minority often formulate persuasive arguments, thus better prepared to defend position –Tend to overestimate number of people who share their beliefs, thus strengthening resolve Environmentalists views on water and air pollution are now widely accepted by majority What happens when majority becomes minority and vice-versa? (see Figure 9.11)

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13. WEB Copyright © Allyn & Bacon 200313 Compliance Principles underlying compliance –Friendship/liking—“she seems genuine and nice” –Commitment/consistency—“I’m committed to the cause” –Reciprocity—“he helped me so I should return favor” –Scarcity—“only one left” –Social validation—“people like me are doing it” –Authority—“she seems legitimate” Compliance—getting people to say yes to a request

14. WEB Copyright © Allyn & Bacon 200314 Compliance Techniques Tactics based on liking –Ingratiation—enhance self or flatter target Tactics based on commitment/consistency –Foot-in-the-door—small request followed by larger one –Lowballing—changing the deal midstream Tactics based on reciprocity –Door-in-the-face—large request followed by smaller one –“That’s not all”—sweeten the deal midstream

15. WEB Copyright © Allyn & Bacon 200315 Compliance Techniques (cont.) Tactics based on scarcity –Playing hard to get—suggesting item is valuable –Deadline technique—limited time to buy Other tactics –Pique technique—pique interest with unusual request (spare change vs. 37 cents) –Good mood—prime happy thoughts Work best when request induces target to think systematically

16. WEB Copyright © Allyn & Bacon 200316 Compliance Techniques: Individual Differences agreeablerational, inspirational appeals conscientiousrational, inspirational appeals extrovertedany tactic high self-monitorany tactic desire for controlrational, pressure tactics Personality (Big 5”)Preferred Influence Tactic

17. WEB Copyright © Allyn & Bacon 200317Obedience Milgram’s Obedience Study (see Figure) –Participants told to deliver increasing levels of shock to a “learner” each time he made an error on a learning task 65% were fully obedient (shocked to the limit- 450 volts) Why did so many obey? –Social norms to obey authority figure were salient –Experimenter said he was responsible –Commands were gradual in nature (foot-in-the-door) –Participants had little time for reflection Obedience—change behavior in response to direct orders from authority (most direct form)

18. WEB Copyright © Allyn & Bacon 2003 Results of Milgram’s Studies of Obedience Copyright © Allyn and Bacon

19. WEB Copyright © Allyn & Bacon 200319 Resisting Obedience Ways to resist obedience –Take responsibility for any harm produced –Realize total submission is inappropriate –Question authority’s motives –Increase awareness of the power of the situation (i.e., learn about results)

20. WEB Copyright © Allyn & Bacon 200320 Intense Indoctrination Stages –Softening-up—isolate from friends –Compliance—actively play role of group member –Internalization—privately accept group’s views –Consolidation—engage in costly acts designed to increase commitment Note: at each stage reduced attentional capacity occurs (from lack of sleep, poor nutrition, emotional arousal) Indoctrination- process of inducing recruits to accept a group’s extreme views (e.g., cults)