Chapter 7 Conformity Social Influence as Automatic Conformity
- Slides: 35
Chapter 7 Conformity • Social Influence as “Automatic” • Conformity – The Early Classics – Why Do People Conform? – Majority Influence – Minority Influence – Culture and Conformity
Chapter 7 Conformity • Compliance – Mindless and Compliance – The Norm of Reciprocity – Setting Traps: Sequential Request Strategies – Assertiveness: When People Say No
Chapter 7 Conformity • Obedience – Milgram’s Research: Forces of Destructive Obedience – Milgram in the Twenty-First Century – Defiance: When People Rebel • The Continuum of Social Influence – Social Impact theory – Perspectives on Human Nature
Continuum of Social Influence • Yielding to influence – Obedience(服從) – Compliance(順從) – Conformity(從眾) • Resisting influence – Independence – Assertiveness – Defiance
Social Influence as “Automatic” • Chameleon effect(變色龍效應): People unconsciously mimic the motor behaviors of their partners 1. Smooth social interaction: Chartrand & Bargh (1999), Bailenson & Yee (2005) 2. Mood contagion: Neumann and Strack (2000)
Conformity • Conformity(從眾):The tendency to change • The early classics our perceptions, opinions, or behaviors in ways that are consistent with group norms 1. Sherif (1936): autokinetic effect(自動效應) 2. Asch (1951): visual discriminations * Differences between two studies: situational ambiguity
Why Do People Conform? • Informational influence(訊息性影響):Influence that produces conformity when a person believes others are correct in their judgments – Sherif (1936) • Normative influence(規範性影響):Influence that produces conformity when a person fears that negative social consequences of appearing deviant – Asch (1951) – Berns et al. (2005): Conformity effects on perception
Why Do People Conform? • Private conformity(私下從眾):The change of beliefs that occurs when a person privately accepts the position taken by others • Public conformity(公開從眾):A superficial change in overt behavior, without a corresponding change of opinion, produced by real or imagined pressure
Why Do People Conform? • Baron et al. (1996): Eyewitness I. V. : Task difficulty (High vs. Low) Motivation (High vs. Low) D. V. : Conformity response Result: 1. Low motivation: Difficult = Easy task 2. High motivation: Difficult > Easy task
Majority Influence 1. Group size: 3 or 4 persons – Diminishing returns – Arouse suspect 2. A Focus on norms – Prentice and Miller (1996): Pluralistic ignorance – Cialdini et al. (1990) 3. An ally in dissent – Allen and Levine (1969, 1971)
Majority Influence 4. Gender differences: depends on topic and type of social pressure
Minority Influence • Majorities are powered by virtue of their sheer number. Minorities derive power from the style of their behaviors. • The power of style: – Forceful, Consistent, Unwavering – Flexible, Open-minded
Minority Influence • The effect of consistent behavioral style 1. Unwavering repetition draws attention from the mainstream 2. Consistency leads those in the majority to feel pressured to seek compromise 3. Self-confidence and dedication make people assume that there must be a point.
Minority Influence • Moscovici et al. (1969) • Hollander (1958) Idiosyncrasy credit(個人籌碼): Interpersonal “credits” that a person earn by following group norms • Nemeth (1986): Minorities help to enhance the quality of a group’s decision
Differences Between Majority and Minority Influences Majority Influence Minority Influence Normative Influence Informational Influence Objective Judgment Subjective Judgment Factual Questions Opinion Questions Public Conformity Private Conformity
Culture and Conformity • Individualism vs. Collectivism • Triandis (1995) 1. The complexity of a society 2. The affluence of a society 3. Heterogeneity
Compliance • Mindless and Compliance – Langer et al. (1978) – Santos et al. (1994)
Compliance • The norm of reciprocity: We treat others as they have treated us • Regan (1971): Coke IV: Behavior style (Likable vs. Unlikable) Reciprocity (Coke by confederate, Coke by experimenter, No Coke) DV: Amount of raffle ticket • Shen et al. (2011): Chinese < Canadian
Sequential request strategies • 1. 2. 3. 4. Sequential requests Foot-in-the-door(腳在門內) Low-balling(下墜球) Door-in-the-face(門在臉上) That’s-not-all(不只如此)
Sequential request strategies 1. Foot-in-the-door(腳在門內) A two-step compliance technique in which an influencer sets the stage for the real request by first getting a person to comply with a much smaller request Freedman & Fraser (1966)
Foot-in-the-door • Explanation 1. 2. • Self-perception Maintain consistent self-image Exception 1. 2. 3. 4. When first request is too trivial When people are unhappy When people are too young When people don’t care about behaving in ways that are personally consistent
Sequential request strategies 2. Low-balling(下墜球) A two-step compliance technique in which the influencer secures agreement with a request but then increase the size of that request by revealing hidden costs Cialdini et al. (1978) – Explanation: Commitment
Sequential request strategies 3. Door-in-the-face(門在臉上) A two-step compliance technique in which an influencer prefaces the request with one that is so large that it is rejected Cialdini et al. (1975) – Explanation 1. The principle of perception contrast 2. Reciprocal concessions
Sequential request strategies 4. That’s-not-all(不只如此) A two-step compliance technique in which the influencer begins with an inflated request, then decreases its apparent size by offering a discount or bonus Burger (1986)
Obedience • Obedience(服從):Behavior change produced by the commands of authority • Milgram’s research • Factors that influence obedience – The obedient participants – The authority – The victim – The procedure
Milgram’s research • Factors that influence obedience 1. The Obedient Participants – Authoritarian personality 2. The Authority – Office building – Experimenter vs. Ordinary people – Authority’s proximity Hofling et al. (1966)
Milgram’s research 3. The Victim – Victim’s Proximity – Physical touch with the victim 4. The Procedure – Free of personal responsibility – Gradual escalation
Milgram in the Twenty-First Century • Meeus and Raaijmakers (1995): Job interview • Burger (2009)
Defiance: When People Rebel • Gamson et al. (1982)
The Continuum of Social Influence • Social impact theory(社會衝擊理論)I = f (SIN) The theory that social influence depends on the strength, immediacy, and number of source persons relative to target persons. – Strength: Source’s status, ability or relationship to a target – Immediacy: Source’s proximity in time and space to the target – Number
The Continuum of Social Influence • The stronger and closer the source is, the greater the impact is. • The number of sources increase, so does their influence-up to a point. • Resistance is more likely to occur when social impact is divided among many strong and distant targets.
Key Terms • • Compliance Conformity Door-in-the-face Technique Foot-in-the-door Technique Idiosyncrasy Credit Informational Influence Lowballing Minority Influence
Key Terms • • • Normative Influence Obedience Private Conformity Public Conformity Social Impact Theory That’s-not-all Technique
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