milgram

• Internalization


  both public behavior's and private beliefs are changed.
• Consistency


  Always doing the same thing:

  synchronic consistency - people in the minority are all saying the same thing.

  Diachronic consistency - they've been saying the same thing for some time.
• Commitment


  augmentation principle - majority pay even more attention
• Flexibility


  showing willingness to listen to others - accept reasonable counterarguments.
• Snowball effect


  Overtime, more people will get involved as time goes on. An individual issue gets increasingly bigger and bigger.
• baseline procedure: 40 american men attended the experiment in Yale University. They drew lots to assign roles, however it was rigged in order for the participant to always be the teacher. Learner = confederate in chair, experimenter = confederate in lab coat directing orders
• findings: 100% of participants went to 300 volts, 65% continued to the max 450 volts. Milgram collected qualitative data, by assessing their body language: sweating hands, stutter or endure seziures
• strength: supporting studies, Beauvois focused on a game show and made participants deliver (fake) shocks to actors in front of an audience. 80% delivered the max shock of 460 volts and portrayed similar body languages to Milgram's experiment
• limitation: participants may have responded to demand characteristics because they knew the shocks were fake
• proximity: the teacher and learner were in the same room, the obedience dropped from the original 65% to 40%. In a touch proximity the teacher had to force the learners hand onto the plate for when he refused to be obedient.
• Location: the place where the experiment occured was in a run-down office rather than in Yale University. In this location, the obedience fell to 47.5%.
• uniform: the experimenter wore a grey lab coat as a symbol of authority, but when the experimenter was replaced by someone who wasn't wearing a lab coat, the participants were more likely to obey