4.1.1 Social Influence

• conformity is adjusting behaviour or thoughts to fit group norms
• compliance is superficial, to fit in (public not private change)
• identification is conforming to be part of a group (temporary)
• internalisation is deep permanent acceptance of group norms
• obedience is following direct orders from authority figures
• minority influence is where a small group persuades the majority
• social change is how societies shift attitudes and behaviours over time
• asch (1951)
• Asch method - line judgement task with confederate giving wrong answer
• Asch findings - 75% conformity at least once, conformity rate was 32%
• Asch factors affecting conformity is group size, unanimity, task difficulty
• Milgram (1963)
• Milgram method - participants ordered to give fake electric shocks
• Milgram findings - 65% obeyed to the highest voltage (450V)
• Milgram factors affecting obedience - proximity, location, uniform
• Moscovici (1969)
• Moscovici Method - group shown blue slides, confederates constantly called them green
• Moscovici Findings - consistent minorities had greater influence than inconsistent ones
• Moscovici key factors - consistency, commitment, flexibility
• normative social influence is when you conform to fit it (fear of rejection)
• informative social influence is when you conform because others seem more knowledgeable
• agentic state is obeying because authority is seen as responsible
• legitimacy of authority is more likely to obey perceived legitimate figures
• social support dissenters reduce conformity and obedience
• locus of control (rotter 1966)
• internal locus of control is more independent (less likely to conform or obey)
• External locus of control is more influenced by external forces
• social change through minority influence, draw attention, create cognitive conflict, show consistency, display commitment, lead to snowball effect eg MLK Rosa parks