Social influence

• SOCIAL INFLUENCE

  what is social influence?

  According to Saks and Krupat (1988)

  social influence is the process by which an individual’s attitude, beliefs and behaviours are modified by the presence and actions of others
• What is the most powerful social influence on our behaviour?


  Probably the most powerful social influence on our behaviour and attitudes is the behaviour of other people
• Everyday example of social influence 


  A smokers decision whether or not to light a cigarette at a social gathering may be determined by what the other people are doing

  If one acts as a leader and lights a cigarette, others may follow
• What is a direct form of social influence ?


  A direct form of social influence involves not merely being in the presence of others but interacting with them and making some attempt to change the behaviour of one or more of those involved in a particular direction
• Such as?

  this could be:

  • a group trying to influence its members to adopt a particular attitude or dress code

  -conformity

  • An authority figure trying to make comply with his/hers demands

  -obedience (direct form of social influence)
• What is conformity?


  conformity is defined by Elliot Arson 1988 as:

  “A change in a person’s behaviour or opinion as a result of real or imagined pressure from a person or group of people
• what are the features of the term conformity?


  This term as illustrated by the definition includes the following terms:

  • Change

  •Preassure

  • a group- this definition doesn’t specify particular groups with particular beliefs or practices but any group that is important for the individual at the time

  The group may be composed of people who are significant others for the individual for example family or peers (membership groups) or it may be a reference group whose values the individual admires or aspires too but which does not involve actual membership.
• everyday examples of how a person might demonstrate conformity in the presence of an individual


  You and some friends go to see a film.

  You didn’t think of the film was much good but all of your friends thought it was brilliant.

  You might be tempted to conform by pretending to agree with their verdict on the film rather than being the odd one out.
• everyday examples of how people might apply group pressure to an individual in a social situation (group)


  A group of friends have to decide whether to go on a holiday.

  One of them wants to go on a sightseeing tour but the majority of the group wants to go on a beach holiday.

  The group of friends may interact with the individual and by persuade pressuring them to conform with the majority.

  Conformity to group pressure occurs more often than most people imagine
• why do people conform? -Explanations and types of conformity
• Who provided one attempt to account for conformity

  One attempt to conformity was provided by Morton Deutsch and Harold Gerard (1955)
• How many psychological needs are there that lead people to conform?


  they argued that there are two powerful psychological needs that lead people to conform

  they are…

  1. normative social influence NSI- need to be liked
  2. informational social influence ISI - need to be right.
• What is normative social influence?


  It is an explanation of conformity.
• How does normative social influence occur?


  It occurs when people conform to be part of the majority and avoid being "the odd one out."
• What underlies normative social influence (NSI)?


  The desire to be liked underlies normative social influence.
• Why do people conform according to normative social influence?


  People conform to fit in and avoid standing out.
• What do people believe will happen if they conform to the majority?


  They believe that others will approve and accept them.
• In what situations does normative social influence typically occur?


  It occurs in situations where people dislike appearing foolish and prefer social approval.
• How is normative social influence characterized in terms of emotional and cognitive processes?


  NSI is characterized as an emotional rather than a cognitive process.
• What is the typical outcome of normative social influence?


  It often results in compliance, where people agree publicly but privately disagree.
• What type of conformity does normative social influence represent?


  It represents a temporary (superficial) type of conformity.
• evaluation -2 strengths


  Effects of normative social influence can be seen in every day life.

  1. NSI is most likely to occur in situations with strangers, whether may feel concerned about rejection
  2. it may also occur with people you know because we are most likely concerned about the social approval of our friends.
  3. it may be more pronounced in stressful situations where people have greater need for social support
• What does normative social influence explain in conformity studies?


  It explains the results of conformity studies in unambiguous situations.
• What reason did most of Asch's participants give for conforming?


  They cited normative social influence as the reason for conforming.
• How did most of Asch's participants feel about the correct answer?

  They were quite clear about what the correct answer was.
• What did Asch (1951) find regarding participants' responses?


  Many participants conformed to a clearly wrong answer due to group pressure.
• What did few of Asch's participants believe about their incorrect responses?


  Few believed their incorrect responses were correct.
• How is the behavior of conformity related to compliance?


  Compliance involves going along with the group publicly while holding a different opinion privately.
• What key evidence supports normative social influence in Asch's studies?


  • Most participants cited normative social influence for conforming.
  • Participants were clear about the correct answer.
  • Many conformed to a clearly wrong answer due to group pressure.
  • Few believed their incorrect responses were correct.
  • This behavior is linked to compliance.
• why did they do this?

  When interviewed afterwards some of the participants said they felt self conscious giving the correct answer.

  If they had given what they to be the correct answer, rejection and ridicule.
• further evidence

  Asch repeated his studies but asked his participants to write their answer down rather than call them out loud while participants still gave their answers publicly- no normative group pressure.

  conformity levels reduced to 12.5%
• what is compliance?


  The result of normative social influence is that people publicly agree with the majority view or social norms of the group. however, privately they disagree or hold different views to the majority. compliance represents a compromise in situations where people face a conflict between what they privately believe and what others publicly believe.
• what type of conformity is compliance?


  Compliance is a superficial contemporary type of conformity.

  The change in our behaviour only lasts as long as the group is monitoring us. A particular behaviour or opinion stops as soon as group pressure stops.
• every day examples

  Agreeing with your friends that a film was excellent not enjoying it very much
• evaluation- research support for compliance


  Most of Asch’s participants knew that the majority answers on critical trials were wrong, but often agree with them publicly.

  they were complying with the majority to avoid ridicule or rejection.
• informational social influence- explanation for conformity. Intro


  Informational social influence(ISI) is about the individual believing the group to have better information as they have more knowledge/enterprise.
• What is informational social influence?


  It is an explanation of conformity.
• When does informational social influence occur?


  It occurs when people conform because they are not sure of how to behave.
• What forms the basis for informational social influence?


  The desire to be right forms the basis for informational social influence (ISI).
• In what type of situation is informational social influence most likely to occur?


  In an unambiguous or unfamiliar situation.