social impact theory

• strength

  perceived power of authority determined by wealth, status, age and relationships
• immediacy

  proximity or distance in space or time between source and target
• number of sources


  number of sources and targets in the social situation
• psychosocial law

  most significant difference in social impact occurs in the transition from 0 to 1 source (first source = greatest impact on target)
• diminishing returns

  as number of sources increase, each additional source has less of an impact
• division of impact

  the larger the number of targets, the lesser the impact
• strength

  • research supports theory as components of SIT were tested and results of the effects of them
  • sedikikes & jackson (1990) in the Bronx Zoo investigated impact of strength, immediacy, number of sources on behaviour of people obeying or disobeying the order to lean against a rail - they found that people who were instructed by zookeeper in small groups complied with instructions, those instructed by casualwear person in big groups disobeyed
  • demonstrates multiple aspects of SIT have an influence on obedience
• weakness

  • suggest immediacy is not an important factor
  • hofling et al (1966) had a doctor telephone a nurse to administer an overdose of a drug to a patient. (doctor not present so low immediacy) 21/22 complied with the orders before being told to stop
  • immediacy may have a smaller role to play than suggested by social impact theory