Bib Latane(1981) proposed a theory of social influence. Belived that that an individual's behaviour can be influenced in 3 factors; STRENGTH, NUMBER and IMMEDIACY
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THE STRENGTH OF THE INFLUENCER
numbers of people giving the message and how consistently the message is heard
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THE NUMBER OF INFLUENCERS
People will be influenced by a lot of amateures or one independent expert. the fewer with the greater status makes the same impact.
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THE IMMEDIACY OF PERSON GIVING MESSAGE
The closer you are to the influencer, the more effect the message will have. eg: face-to-face
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AIM OF MILGRAM STUDY
To test whether the 'Germans are different' when they carried out orders to kill the Jews. He wanted to investigate how obedient people would be when harming others.
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CONCLUSION OF MILGRAM STUDY
We are socialised to recognise authority and to react with obedience.
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QUANTITATIVE DATA
Comes in forms of numbers.
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QUALITATIVE DATA
Anything collected that is not in the form of numbers.
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