- SOCIAL IMPACT THEORY (Description)
- Intro: -Proposed to explain how people function in the presence of others. -Theory can help understand why people obey. -The Social Impact Theory states that there is a source and a target. -Source: people who are responsible for the influence. Target: the person being influenced. -The impact of the influence depends on 3 factors.
- Strength: -One of the factors that would cause the target to obey the source is strength. - Strength refers to how important the source is to the target. -Strength can be determined by status, ability and relationship to the target. -For example if the source is in a position of high power or status then we are more likely to be influenced by them. -Targets are more likely to be obedient when they view source as the authority figure. (uniform)
- Immediacy: -Another factor that would influence whether the target is obedient is immediacy (closeness). -If the source is psychologically or physically close to the target then the social impact theory states that we are more likely to obey and carry out orders.
- Mathematical Formula (Multiplier Effect) -I=F(SIN) -Impact will depend on function of Strength x Immediacy x Number -The stronger the strength (legitimate authority), immediacy (closeness) and the higher the number of sources the larger the impact (obedience) -This is called the multiplier effect.
- The divisional effect: -As the number of targets is larger than the source the targets are less likely to obey. There is a division of social impact