Majority influence

• social influence is the process by which a person’s attitudes, beliefs or behaviours are modified by the presence/actions of others.
• We can be influenced by other to ‘fit in’ or because we are unsure of the right way to behave and so use others as a source of information
• Conformity is the process of giving into majority influence
• Zimbardo suggests we go along with those people with whom we compare ourselves to (reference group). This makes sense as conformity can happen subconsciously
• Most conform with the social norms of their group even if they view themselves as autonomous e.g. following implicit rule of not standing too close to stranger and explicit rule of stopping our cars at red lights
• Jenness' study

  Pts were tasked with estimating the number of jellybeans in a jar.

  Pts gave individual estimates and then discussed these estimates in groups and made group estimates.

  Pts then made a second individual estimate (which was private), their second estimate tended to be closer to their group estimates.

  These individuals may have conformed to group norms because they were unsure about their answer and so wanted to be accepted
• what is informational social influence?

  Conforming to the group with the desire to be right, we seek behavioural information from those we believe to be correct especially in ambiguous situations where we do not know the answer
• When is informational social influence likely to be strong?

  when moving from one group to another, as well as critical situations where rapid action is needed and so turn to others to know what to do
• Informational social influence can result in genuine long lasting change of belief/attitude (internal compliance)
• What is normative social influence?

  Conforming to the group with the desire to be liked, we want others to approve of us which is often called public compliance (when a person conforms with the majority but privately holds onto own views)
• Social impact theory explains why people conform in only certain situations. The more people present influences individuals on a larger scale. however size may have a greater effect than a bigger group that changes in size. as well as the importance and how much time we spend with the group.