Social influence

• What is conformity?

  Changing attitude or behavior due to group pressure
• What are the types of conformity?

  • Compliance: Public behavior change, private beliefs unchanged, short-term.
  • Identification: Public behavior and private beliefs change in group presence, short-term.
  • Internalisation: Public behavior and private beliefs change, long-term.
• What is compliance in conformity?

  Public behavior change without private belief change
• What is identification in conformity?

  Change in behavior and beliefs in group presence
• What is internalisation in conformity?

  Change in both behavior and beliefs, long-term
• What is Normative Social Influence (NSI)?

  Conforming to be accepted and liked by a group
• What is Informational Social Influence (ISI)?

  Conforming to gain knowledge and act appropriately
• Who conducted the first key social influence study?

  Asch (1951)
• What was the aim of Asch's study?

  To see if participants would conform to incorrect answers
• What was the sample size in Asch's study?

  123 male students
• What was the procedure of Asch's study?

  Participants judged line lengths in a group with confederates
• How many trials did participants complete in Asch's study?

  18 trials
• What percentage of critical trials did participants conform in Asch's study?

  32% of critical trials
• What were the three key variables investigated by Asch?

  Group size, unanimity, task difficulty
• How did group size affect conformity in Asch's study?

  Conformity increased with group size up to a point
• What effect did unanimity have on conformity in Asch's study?

  Conformity decreased when a non-conforming answer was present
• How did task difficulty affect conformity in Asch's study?

  Conformity increased as task difficulty increased
• What was the aim of Zimbardo's study?

  To investigate conformity to roles in a mock prison
• What was the sample size in Zimbardo's study?

  11 guards and 10 prisoners
• How were participants assigned roles in Zimbardo's study?

  Randomly assigned to guard or prisoner roles
• What was the main finding of Zimbardo's study?

  Participants conformed to their assigned social roles
• What was the conclusion of Zimbardo's study?

  People conformed to expected social roles
• What are the key details of Zimbardo's study method?

  • Dehumanized participants by removing personal belongings.
  • Used uniforms to emphasize roles.
  • Participants were arrested at home.
• What are the key results of Zimbardo's study?

  • Some prisoners released early due to stress.
  • Guards exhibited abusive behavior.
  • Experiment terminated early due to ethical concerns.
• What are the key evaluation points of Zimbardo's research?

  • Sample was predominantly white, middle-class men.
  • Lack of informed consent regarding behavior.
  • Zimbardo's involvement affected objectivity.
• What is minority influence?

  When a minority persuades the majority to change
• What is social change?

  When society adopts new behaviors or norms
• What was the aim of Moscovici's study?

  To see if a consistent minority can influence a majority
• What was the method used in Moscovici's study?

  Participants estimated colors of slides with confederates
• What were the results of Moscovici's study?

  Consistent minority influenced majority more than inconsistent
• What are the steps in how minority influence creates social change?

  1. Dramatic attention to the issue.
  2. Consistency in message and actions.
  3. Deeper processing of the issue.
  4. Augmentation principle through risk-taking.
  5. Snowball effect leading to majority support.
  6. Social cryptomnesia regarding the origin of change.
• What is the snowball effect in social change?

  Minority opinion gradually becomes majority opinion
• What is cryptomnesia?

  Forgetting the origin of a social change
• Who conducted the famous obedience study in 1963?

  Stanley Milgram
• What was the aim of Milgram's study?

  To see if people would obey authority to inflict pain
• What was the sample size in Milgram's study?

  40 male participants
• How were participants recruited for Milgram's study?

  Through a newspaper advertisement
• What roles were assigned in Milgram's study?

  Teacher and learner roles were assigned
• What was the procedure of Milgram's study?

  Teacher administered shocks to the learner for wrong answers
• What was the main finding of Milgram's study?

  Many participants obeyed orders to inflict pain