1. Compliance and conformity
Social Influence
Compliance and conformity

2. 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

3. Robert Ciadini
Leader in research of the psychology of persuasion Cornerstone of advertising and marketing What will make you buy something?

4. 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

5. Psychology of Belief, Part 5: Compliance Techniques

6. 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?

7. 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.

8. 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

9. Solomon Asch’s conformity Experiment
Elevator conformity

10. 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

11. 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!

12. 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!!!

13. 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???

14. 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.

15. 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
Asch
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