1. Conformity and Obedience Dr. Sanchez

2. Majority Influence: Having an Ally in Dissent When there was an ally in Asch’s study, conformity dropped by almost 80%. Why does having an ally reduce majority influence on our behavior? –More difficult to stand alone than with others –Any dissent can reduce the normative pressures to conform.

3. Majority Influence and Gender Differences IV: Masculine, Feminine, or Stereotype Neutral Q’s DV: Percent agreeing w/majority response Results? –Men conformed more to feminine qs –Women conformed more to masculine qs –No difference on neutral items

4. Majority Influence and Gender Differences Conceptual IV: Social Pressure IV: Public v. Private DV: Percent agreeing w/majority response Results? –Men conformed less –Women conformed more Why?

5. Majority Influence and Gender Differences Sex differences appear to depend on: –How comfortable people are with the experimental task. –Type of social pressure people face.

6. Majority Influence and Culture Cultures differ in the extent to which people adhere to social norms. What determines whether a culture becomes individualistic or collectivistic? –The complexity of the society. –The affluence of the society. –The heterogeneity of the society.

7. Individualistic / Collectivistic US Australia Great Britain Canada Netherlands Asia Africa South America

8. Non-Conformists Asch’s study = 63% did not conform!!!

9. Minority Influence Def. Process by which dissenters produce change Moscovici: Nonconformists derive power from the style of their behavior. –“Consistent dissent” approach –“The color study” Why?

10. Minority Influence Hollander: Minorities influence by first accumulating idiosyncrasy credits. –“First conform, then dissent” strategy. Why?

11. How Does Minority Influence Work? Does minority influence work just like the process of conformity? Dual Process Approach –Because of their power and control, majorities elicit public conformity through normative pressures. –Because seen as seriously committed to their views, minorities produce private conformity, or conversion.

12. Majority vs. Minority Influence Relative impact of each depends on whether the judgment that is being made is objective or subjective. –Fact = Majority Rules –Opinion = Minority & Majority influence The relative effects of majority and minority viewpoints depend on how conformity is measured. –Direct, public measures vs. more indirect, private measures of conformity. Benefits of minority influence

13. Obedience Behavior change produced by the commands of authority Remember: –Compliance is a behavior change elicited by a direct request –Conformity is a change of perceptions, opinions, or behaviors in ways that are consistent with group norms

14. Milgram’s Research: Forces of Destructive Obedience Conducted his experiments during the time that Adolph Eichmann was being tried for Nazi war crimes. Symbols of authority His unorthodox methods have been the subject of much ethical debate.

15. The Prods Used in Milgram’s Experiment “Please continue (or please go on).” “The experiment requires that you continue.” “It is absolutely essential that you continue.” “You have no other choice; you must go on.”

16. Milgram’s Baseline Results

17. The Obedient Participant No gender differences observed in level of obedience. Milgram’s basic findings have been replicated in several different countries and among different age groups. Milgram’s participants were tormented by experience.

18. Are We All Nazis? No, an individual’s character can make a difference. Authoritarian Personality: Submissive toward figures of authority but aggressive toward subordinates.