Social
Influence
The exercise of social power by a
person or group to change the attitude
or behavior of others in a particular
direction
Classic Conformity Research

Sherif : Conformity in
an ambiguous reality
 Autokinetic

effect
Asch: Conformity in a
clear reality
Conformity

Normative influence is
conformity, compliance,
or obedience due to a
desire to gain rewards
or avoid punishments

Informational influence
is conformity,
compliance, or
obedience used to gain
information.
What happens to nonconformists?
 Schacter’s Johnny Rocco Study.
 Slider
 Deviate
 Mode
Influences of Conformity







Group size
Group Cohesiveness
Social Support
Self-Awareness
Self-concern over presentation
Need for individuation
Need for personal control
2 types of nonconformity
Independence
Nonconformity
Obedience
• Milgram (of course)
• Meeius and
•
Raajimakers (1986)
Gamson
Social Influence
depends on



Number
Strength
Immediacy