1. Chapter 9: Social Influence: Changing Others’ Behavior

2. Social Influence
Social Influence- efforts to change our attitudes or behavior
Why do we obey?
What are the major compliance techniques?
Why do people conform?
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.4 4 10 10

3. Obedience
Obedience- change behavior in response to direct orders from authority (most direct form)
Milgram’s Obedience Study
Participants told to deliver increasing levels of shock to a “learner” each time he made an error on a simple learning task
65% were fully obedient (shocked to the limit- 450 volts)
Why did so many people obey? What was wrong with them?
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.14 4 12 11

4. Why did so many obey? experimenter said he was responsible (diffusion)
commands were gradual in nature
participants had little time for reflection
experimenter was perceived as an authority figure
People believed he had the power to influence/control their behavior

5. Sources of Authority (Power)
Definition
Coercive
Ability to punish or remove positive consequences.
Reward
Ability to provide positive or remove negative consequences
Expert
Person has expertise (knowledge) not widely available
Legitimate
Believe person has influence because of role.
Referent
People identify with or want to be like authority figure

6. 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
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.15 4 12 11

7. Summary Obedience is most direct form of social influence
Persons readily obey commands, even those from a relatively powerless source of authority
Many factors influence obedience
diffusion of responsibility
perceived authority
gradual escalation of commands
rapid pace of situation
Several strategies can be used to reduce obedience

8. Compliance Compliance- getting people to say yes to a request
Principles underlying compliance
friendship/liking- “she seems genuine and nice”
commitment/consistency- “I’m committed to the cause”
scarcity- “only one left”
reciprocity- “she helped me so I should return favor”
social validation- “everyone else is doing it”
authority- “he seems legitimate”
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.10 4 11 10

9. Compliance Techniques
Tactics based on liking
ingratiation- enhance self or flatter target
personal appeals - appeal to feelings of loyalty, friendship
Tactics based on commitment/consistency
foot-in-the-door- small request followed by larger one
lowballing- changing the deal midstream
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.11 4 11 10

10. Compliance Techniques 2
Tactics based on reciprocity
door-in-the-face- large request followed by smaller one
“that’s not all”- sweeten the deal midstream
Tactics based on scarcity
playing hard to get- suggesting item is scarce (valuable)
deadline technique- limited time to buy

11. Compliance Techniques 3
Rational Persuasion
Elaboration-Likelihood Model
Tactics based on mood
complaining- expressing discontent or frustration
works better on women than men
good mood- prime happy thoughts (AIM model)
Inspirational appeals
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.12 4 11 10

12. Compliance Techniques: Individual Differences
Rational or
Inspirational Appeals
Rational or
Inspirational Appeals
Agreeableness
Rational Appeals
or Pressure Tactics
Neuroticism
Conscientiousness
Anything but
Rational Appeals
Extraversion
Openness
to Experience

13. Summary
There are many different tactics people use to gain compliance.
These compliance tactics are based on well-known psychological principles.
The compliance tactics we use to exert social influence are related to our personalities

14. Conformity
Conformity- change attitudes and behavior in order to adhere to social norms
Types of Norms- rules for behavior
explicit (written)
implicit (unwritten)
descriptive- what most people do
injunctive- what should be done
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.5 4 10 10

15. Why Do We Conform? Normative Influence Informational Influence
desire to be liked or accepted
Informational Influence
desire to be right or accurate (esp. when uncertainty is high)
Once we conform, we tend to view conformity as justified
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.7 4 10 10

16. Resisting Conforming Ways to resist conformity
Desire for individuality
more conformity occurs in collectivistic cultures, regardless of group size
Desire to exert control over one’s life
as the need for personal control increases, conformity decreases
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.8 4 10 10

17. Asch’s Line Judgment Task
Line Study
Participants asked to indicate which of three lines best matched a standard line after group gives wrong answer
On 37% of critical trials Ss conformed to false majority
When given an ally, conformity decreased to 8%
Baron & Byrne- Social Psychology 9/e, Allyn and Bacon
9.6 4 10 10

18. Factors Influencing Conformity
Cohesiveness
as cohesiveness increases- conformity increases
Group Size
as group size increase to 8+- conformity increases
Norms
activating descriptive (to strengthen) and injunctive norms (to remind) increase conformity

19. Summary
Most people behave in accordance with social norms most of the time (conformity)
Many factors determine to what extent conformity occurs
Cohesiveness
Group size
Norms
Resistance to conformity comes from:
Strong need for individuality (individuation)
Strong need for control