Majority Influence

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  • Majority Influence
    • Conformity: Change of an individuals behaviour and opinions when they learn the majority of the people hold a different opinion
    • Sherif (1935, 1936)
      • used autokentic effect (dark room, stationary light appears to move) first alone then in groups
    • Asch (1951, 1952)
      • p's had to match standard line to comparison
      • 1 p's, 6 confederates who had instructed to unanimously give a wrong answer on 12 out of 18 trial
      • 36.8% of trial conformity was observes
      • individual differences.
        • 5% conform on all
        • 76.4% gave a wrong answer at least once
        • 23.6% remained completely independent
    • Crutchfield apparatus
      • askes 'which one has bigger surface area' p's answered by switch in booth, thought answer was going to p's but controlled by exp
    • Salganik, Dodds & Watts (2009)
      • social influence in music download
        • 14341 p's shown 48 songs rate 1 - 5
        • one condition names of song and band other condtion info about how often song downloaded
        • in the social influence condition popularity popularity judgements were polarised
    • Teunissen et al (2012)
      • 74 14 - 15 Dutch boys interacted in a stimulated internet chat room 3 pre programmed e - confederates
      • pro - alchol vs. anti alchool and popular v. unpopular
      • confirmatory to pro as well as anti was observed more conformity to popular peers , particularity is supported anti alcohol
    • what affect conformity?
      • size of majority: conformity increases with an increasing majority,, but not always in a linear fashiion
      • Unanimity/consistency: supportyer (answers correctly) other persons dissent to majority is crucial
      • self esteem: low self - esteem results in higher conformity levels, importance of task
      • Age: adolescents are more susceptible than children and adults
      • gender: women show higher comfomity except when task is femal stereotypical
      • Culture: people in collectivist society show higher than individulistc
    • Why do people conform?
      • 2 goals, being correct and making a good impression on other people
      • informational influence: that produces confomriry because p's see others as source of info ambiguous situ, experts or crisis) = private acceptance
        • cahnage of opiion or behaviour which is preserved when inflence is no longer present
      • Normative influence:: conforms due to desire of being likes = public compliance
        • temporary chance of opinion or behaviour  which is expressed onl when source of influence is present
      • Social identity (turner et al) belonging
        • belong to same reference group provided people with social identity
      • Boyanowski & Alllen (1973)
        • highly prejudice white people black or white supporter 3 tasks 1)) visual perception, general matters of opinion and personal belliefs
        • conformity remained same as white prehudices disregard black persons input

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