Majority influence continued
- Created by: HLOldham
- Created on: 18-11-16 03:15
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- Majority influence continued
- Teunissen et al (2012)
- Social influence on self-reported willingness to drink alcohol.
- 74 14-15-year-old Dutch boys interacted in a simulated internet chat room with 3 pre-programmed e-confederates, whom they believed to be real peers in their year.
- Pro-alcohol vs anti-alcohol norm.
- Popular vs unpopular peers.
- Conformity to pro-alcohol and anti-alcohol norm peers was observed.
- More conformity to popular peers, particularly if they supported anti-alcohol norm.
- Factors that affect conformity levels
- Size of the majority
- Conformity increases with an increasing majority, but not always in a linear fashion.
- Unanimity/ consistency
- A supporter (either another participant or a confederate instructed to answer correctly) reduced conformity to 5.5%
- The other person's dissent with the majority is crucial, not whether their answer is correct or not.
- Self-esteem
- Low self-esteem results in higher conformity levels.
- Importance of task-specific self-esteem (Campbell, Tesser, and Fairey, 1986).
- Age
- Adolescents are more susceptible to majority influence than young children and adults.
- Gender
- Women show higher conformity levels than men in face-to-face situations (Eagly, 1978,1983).
- Men conform more than women when the task is female stereotypical, women conform more when the task is male stereotypical (Sistrunk and McDavid, 1971).
- Culture
- People in collectivist cultures show higher conformity levels than people in individualistic cultures (Berry, 1967; Smith and Bond, 1998).
- Possible influence of political climate (Nicholson, Cole and Rocklin, 1985).
- Size of the majority
- Why do people conform?
- 2 goals
- Being correct.
- Making a good impression on other people.
- The 2 goals result in fundamentally different forms of social influence.
- Informational influence.
- Influence that produces conformity because individuals see others as a source of information to guide their behaviour, because of a belief that other people's interpretations of a situation are more correct.
- Desire to be right.
- When the situation is ambiguous.
- When others are perceived as experts.
- Where there is a crisis - need to act fast.
- Results in private acceptance.
- Normative influence.
- Desire to be liked.
- Influence that produces conformity because individuals want to be liked and accepted by others.
- Results in public compliance.
- Informational influence.
- Dual process dependency model - Turner et al, 1997.
- 2 goals
- Consequences of informational and normative influence
- Informational influence results in a stable change of opinion or behaviour that is preserved even when the source of influence is no longer present.
- Normative influence results in a temporary change of opinion or behaviour that is only expressed as long as the source of the influence is present.
- Teunissen et al (2012)
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