social impact theory

• Latane's social impact theory


  Suggests that levels of social influence in various social situations can be predicted using mathematical equations
• Social impact


  Any individual feelings, thoughts or behaviour that is exerted by the real, implied or imagined presence or actions of others
• Types of people in social impact theory

  • Source (person/group providing influence)
  • Target (person/group being influenced)
• Group polarisation can occur where members of a deliberating group move towards a more extreme point in whichever direction is indicated by members of the group
• This can lead to changing attitudes among individuals in the group
• An individual's level of obedience

  Can vary depending on the situation
• Kitty Genovese case

  • 38 witnesses, none called police or helped
  • Demonstrates bystander effect and diffusion of responsibility
• Milgram's experiment

  • Gretchen Brandt consistently defied orders
  • Individual differences may impact likelihood of obedience
• Three features of social impact theory

  • Strength (importance of influencers)
  • Immediacy (closeness of influence)
  • Number (size of groups)
• Multiplier effect


  The higher the strength, immediacy and number, the higher social impact will be
• Social impact theory

  • Formula is generalisable across cultures
  • Makes obedience measurable and objective
  • Adds scientific credibility
• Divisional effect


  Influence of a source is shared out between the number of targets
• Diffusion of responsibility


  When there are more people, the less personal responsibility each will feel
• Bystander effect


  Individual is less likely to help someone if there are others around
• Hofling et al study disproves Latane's idea of immediacy as almost all nurses obeyed a lethal order from a distant doctor
• Social impact theory


  Better than agency theory as it uses a mathematical formula to make obedience measurable
• Application of social impact theory

  • Authority figures wearing uniforms or symbols to increase obedience
  • Crowd control to increase strength, immediacy and number