Social impact theory evaluation

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  • Social impact theory tends to view individuals as passive receivers of others behavior towards them and ignores the active nature of social situations and specifically what the target brings to the social situation themselves. Everyone is different and this theory, therefore, simplifies the nature of human interaction and ignores individual differences.
  • This theory is more descriptive than explanatory - it does not explain why people are influenced by others but just under what conditions they ar more likely to be influenced.
  • Milgram's' research has demonstrated the impact of strength, immediacy, and number - for example in the variation where one stooge acting as a teacher decided to stop giving shocks- obedience the fell to 10% showing that the number in the target group has an effect…


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