Definitions
• Conformity
Social Influence
Chapter 6
Southern Methodist University
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Classic Studies
• Asch
– Change because of real or implied group pressure
• Compliance
– Publicly conform but privately disagree
• Obedience
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Why do people conform?
• Normative Influence
– Line-judging study
– Desire to fulfill others’ expectations
• Sherif
• Informational Influence
– Autokinetic effect
– Accepting evidence from others
• Milgram
– Obedience studies
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When do people conform?
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Group size
Unanimity
Cohesion and status
Public response
No prior commitment
Norms
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Resisting social pressure
• Reactance
– Motive to re-establish self control
– Do the opposite of what you
you’re
re told to take
control of your own behavior
• Asserting Uniqueness
– Culture of Honor
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Southern Methodist University
PSYC 3341
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Minority Influence
Compliance Strategies
• Tactics used by numerical majority vs.
minority
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Southern Methodist University
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Compliance Tactics
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Foot in the door
Lowball
Door in the face
That’s not all
Hard to get
Deadlines
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Liking
Commitment/consistency
Scarcity
Reciprocity
Social validation
Authority
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Factors affecting obedience
• Emotional distance of the victim
• Closeness and legitimacy of the authority
• Institutional authority
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Types of Power
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Expert
Referent
Informational
Legitimate
Reward
Coercive
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