Social lecture 5

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What is social influence?
A change in an individual's attitudes, beliefs, opinions, values or behaviour as a result of being exposed to the attitudes, beliefs, opinions, values or behaviour of another individual(s). Can be incidental or deliberate.
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What is conformity?
A change in behaviour or belief as a result of real or imagined group pressure. The convergence of one's thoughts, feelings and/or behaviours with an external standard.
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What is private conformity?
It happens in yourself, when your attitude/opinion changes in line with others
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What is public conformity?
When you don't believe in something, however you act like you do. Overt behaviour change, not attitude/opinion change.
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What is Sherif's (1936) study into conformity?
Looked at the autokinetic effect (optical illusion with light moving in dark room) wanted to know if people use others as frames of reference.
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What were the results of Sherif's (1936) study?
That between people there were wide estimates, however when in groups a group norm quickly emerges and persists when you are on your own or in a new group.
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What does the fact people keep their old group norm even in a new group in Sherif's (1936) show?
That we do not conform for a peaceful coexistence, because if it was they would have changed their norm.
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What was hood + Sherif's (1962) conformity study?
Autokinetic effect (light), participants watched confederate make estimates between 1-5 or 6-10. P never met confed. Then P went in room and made estimates.
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What were the results of hood + Sherif's (1962) conformity study?
The participants who saw the person go 1-5 inches they also estimated between 1-5 inches. If they watched someone 6-10 inches they also said 6-10.
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What do the results of hood +sherif's (1962) conformity study show?
People do not agree for peaceful existence/fit in/be a good member of society as they did not meet the other person and they did it for answer.
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When do people rely on others for information?
When the information is ambiguous.
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What things lead to private conformity?
When the information is ambiguous and others serve as a source for information. People then internalise this information as a belief.
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Asch (1955) devised a situation in which he expected zero conformity (as the situation was not ambiguous) what was it?
Participants shown a standard line and comparison lines, confederates beforehand said the wrong answer
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what were the results of Asch's (1955) study on conformity?
99% of the time participants got the right answer alone. When 1 person said the wrong answer participants only 3.36% of them agreed. When 3 people said the wrong answer 32.% of the time Ps conformed. After a while conformity didn't improve.
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Why did participants conform in Asch's (1955) study?
Because they felt that they would stand out otherwise and wanted to be normal and liked. Public conformity.
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If one confederate says a different answer to the rest of the confederates what does conformity drop to? (from 33%?)
5%
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Why does if one other person say a different answer to the rest of the group the participant does not conform?
Because public conformity hinges on unanimous judgement.
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What are the two types of conformity?
Informational social influence, normative social influence
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What is informational social influence?
When others are sources of information with better interpretations - private conformity. More likely to occur when: situations are ambiguous, in desperate situations, when experts are present.
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Who looked at conformity when uncertainty meets a desire for accuracy?
Baron et al (1996)
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What was Baron et al's (1996 study on conformity?
Ps shown a picture of a crime suspect. 4 suspects in 'line-up'. 2 confederates choose wrong suspect. Ps given 0.5 sec or 5 sec to look originally (certainty) as well as given $20/£0 for accuracy.
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What were the results with Baron et al's (1996 study on conformity?
Those in the high accuracy uncertain condition conformed the most and those in the high accuracy certain condition conformed the least
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What is normative social influence?
This is based on the need to be accepted, you conform to be liked/accepted. Public compliance, not necessarily private.
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When is normative social influence most likely to occur?
If the group is important/cohesive, you have no allies.
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How can you get away with not conforming (normative social influence?
Be aware of it happening, try to find and ally, use your history of conforming 'idiosyncrasy credits' if you follow normally then you can deviate a few times.
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What did Moscovici (1976) say about conformity?
There was too much emphasis placed on the power of the majority and a minority can influence a majority. Made a distinction between compliance and conversion.
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What is conversion?
Generating social influence, links to informational social influence, getting a group of people to believe the new thing is true, Leads to public and private acceptance and becomes internalised in cultures and society.
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How does the minority influence the majority (Moscovici)?
Via informational social influence, providing the majority with new ideas, leads to a re-examination of views,
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What must the minority be in order to influence the majority? (Moscovici)
They must be consistent in their views across time and within members. Persistent (as change takes time), confident and unbiased (zeitgeist that the change is happening already), flexible
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Why is it important for the minority to be unbiased when trying to influence the majority?
Because if the majority feels like the minority is being biased then they do not want to listen.
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What does zeitgeist mean?
That it is happening anyway
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Who looked into minority influence in practice?
Nemeth (1977)
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What is Nemeth (1977)'s study into minority influence?
Mock jury, Majority verict/unanimous verdict (have to listen to the minority),
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What were the results of Nemeth (1977)'s study into minority influence?
With a unanimous verdict; deliberations lasted longer, more conflict, jurors recalled more evidence, more opinions were changed, jurors felt more confident about their verdicts.
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What two social norms relate to conformity?
Injunctive norms, descriptive norms
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What are injunctive norms?
The norms which we know we are supposed to do (like law). Our perceptions of the behaviours of which others approve or disapprove. Often promise rewards or punishments.
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What are descriptive norms?
How we actually behaviour. Our perceptions of how people actually behave in situations. Inform us of what may be effective/adaptive in that environment.
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Who did a study on the interaction between norms and situation?
Cialdini et al (1993)
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What was Cialdini's (1993) study on the interaction between norms and situation?
People walking from library to car. Injunctive norm - confederate picks up trash, descriptive norm - confederate drops trash, control - confederate walks past, environment: littered lot, clean lot, Put leaflet on car , ps litter or take?
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What were the results of Cialdini's (1993) study on the interaction between norms and situation?
People were less likely to litter in a littered environment after a person had picked up rubbish (injuctive), most likely to litter in control, littered condition. Out of descriptive condition most likely when the environment was littered,
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What were the conclusions from Cialdini's (1993) study on the interaction between norms and situation?
That injunctive norms (seeing what people are supposed to do) are more powerful than descriptive norms, even its in an environment when people have done the opposite
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What needs to be obvious for injunctive norms to work?
It needs to be salient, people need to see it being done
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When can descriptive norms influence behaviour?
In environments where you see someone doing something against the injuctive norm. influences behaviour in environments where they are made focal (not normative)
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What is compliance?
Behaviour as a result of a direct request
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What are the underlying principles of compliance? (Cialdini)
Friendship/liking, commitment/consistency (aren't being asked to do anything you haven't done already), scarcity (last thing), reciprocity, social validation (norms), authority figures
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What is the foot-in-the-door compliance tacit?
Small request followed by a larger one, connected to commitment/consistency
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What is a study which looks into the foot-in-the-door compliance task?
Freedman + Fraser (1966)
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What was Freedman + fraser (1966) study into foot-in-the-door?
Phone call asked if men could come to their house to classify household products, some were asked simple questions then asked big request/
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What were the results of Freedman + fraser (1966) study?
22% complied with big request out right 52% complied with the big request after being asked a small request
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What is the door-in-the-face tactic?
Ask for a big thing then when they say no ask for a smaller thing (what you wanted). connects to reciprocity.
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Who did the study into the door-in-the-face study?
Cialdini et al (1975)
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What was Cialdini et al's (1975) door-in-the-face study?
Asked people to be an unpaid juvenile delinquent counsellor for 2 hrs a week for 2 years, then asked to take delinquents on a 2 hr zoo trip. Or just asked to take on 2hr zoo trip.
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What were the results of Cialdini et al's (1975) door-in-the-face study?
0% said yes to being an unpaid counsellor then 50% of them said yes to trip. 17% said yes to trip without being asked to be a counsellor first.
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What is the low-ball tactic?
Get someone to accept the offer then reveal the full cost. connected to commitment/consistency
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What was Joule's 1987 low ball study?
Got smokers to agree to go in a study then revealed they couldn't smoke for 18 hours. OR just said come to my study, you can't smoke for 18 hours beforehand.
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What were the results of Joule's 1987 low ball study?
85% Ps agreed to stay in the study when it was then revealed they could not smoke for 18 hrs. When Ps asked outright only 12% agreed to participate.
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What is the Thats not all tactic?
Additional benefits are added before the decision. connected to reciprocity
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What was Burger's (1986) study into thats-not-all tactic?
Students on campus, cupcakes with no price. 1/2ps told they cost $0.75 then added two cookies after conferring with person. condition 2) told $0.75 for a cupcake and two cookies.
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What were the results of Burger's (1986) study into thats-not-all tactic?
When cookies were added 73% brought, however when they weren't only 40% were brought.
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What's the playing hard to get tactic?
something is rare, get it before it is not there anymore
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What's the deadline approaching tactic?
Limited time offer, get it while it lasts
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What are the six bases of social power (resources that allow social influence) (French + Raven, 1959)?
1) reward power (do this get this) 2) coercive power (make life worse 3) expect power (do what doctor says) 4) informational power (information you need, withhold unless you do this) 5) Referent power (in-group) 6)legitimate power (prime minster)
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What is conformity?

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A change in behaviour or belief as a result of real or imagined group pressure. The convergence of one's thoughts, feelings and/or behaviours with an external standard.

Card 3

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What is private conformity?

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Card 4

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What is public conformity?

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Card 5

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What is Sherif's (1936) study into conformity?

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