Obedience is about group identification. Milgram's participants identified with the experimenter (the science of the study). When obedience levels fell, the participants identified more with the victim.
Haslam and Reicher suggest the first three 'prods' are appeals fro help with science ('experiment requires you continue'). Only the 4th prod demands obedience. Every time this was used, the participant quit.
The participants did not give shocks due to obedience, but due to thier identificaiton with the experimenter as a scientist (as explained by social idenitity theory).
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