Transcript Compliance - DoguAkdeniz.Com

Chapter 9
Social Influence: Changing
Others’ Behavior
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Chapter Outline
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Conformity
Compliance
Obedience
Intense Indoctrination
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Social Influence
Social Influence—efforts to change our
attitudes or behavior
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Why do people conform?
What are the major compliance techniques?
Why do we obey?
How do extreme groups (e.g., cults) exert
their influence on others?
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Conformity
Conformity—change attitudes and behavior in
order to adhere to social norms
• Types of Social Norms—rules for behavior
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– Explicit (written)—“speed limit 55”
– Implicit (unwritten)—“don’t stare at strangers”
– Descriptive—what most people do
• Leave their litter on the ground when others do
– Injunctive—what should be done
• Pick up their litter when others do
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Asch’s Line Judgment Task
Line-Judgment Task
Participants asked to indicate which of three lines
best matched a standard line after a unanimous
group gives wrong answer (see Figure)
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– Subjects conformed to false majority on 37% of critical
trials
– 76% of subjects conformed at least once (much variability)
– When given an ally (even if they disagreed with subject),
conformity decreased to 8%
– When responses made privately, almost no one conformed
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When and Why Do We Conform?
• What affects conformity?
– As cohesiveness increases—conformity increases
– As group size increases—conformity increases
– Activating descriptive (to strengthen) and injunctive norms (to
remind) increase conformity
• Why do we conform?
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– Normative influence
• Desire to be liked, accepted or avoid rejection
– Informational influence (see Figure 9.8)
• Desire to be right or accurate (esp. when uncertainty is high)
Once we conform, we tend to view conformity as justified
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Persistence of Social Norms
• Autokinetic effect (Sherif)
– When retested alone, the group norm persisted
• “Generations” effect
– When new people enter group, original norms
persisted
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• Cultures of honor—cultures that condone
violence when honor is threatened
– In the South and West of the U.S. these norms
still exist
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Ways to Resist Conforming
• Desire to retain one’s individuality
– Less (more) conformity occurs in individualistic
(collectivistic) cultures, regardless of group size
• Desire to exert control over one’s life
– As the need for personal control increases,
conformity decreases
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• Physical, psychological, or legal barriers
– e.g., cannot marry, stand during national anthem
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Minority Influence
• When is minority influence effective?
– Consistent, committed, flexible, and timely
• Why is minority effective?
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– Induce majority to think systematically about issues
– Minority often formulate persuasive arguments, thus better
prepared to defend position
– Tend to overestimate number of people who share their
beliefs, thus strengthening resolve
Environmentalists views on water and air pollution are now
widely accepted by majority
• What happens when majority becomes minority and
vice-versa? (see Figure 9.11)
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Compliance
Compliance—getting people to say yes to a
request
• Principles underlying compliance
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Friendship/liking—“she seems genuine and nice”
Commitment/consistency—“I’m committed to the cause”
Reciprocity—“he helped me so I should return favor”
Scarcity—“only one left”
Social validation—“people like me are doing it”
Authority—“she seems legitimate”
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Compliance Techniques
• Tactics based on liking
– Ingratiation—enhance self or flatter target
• Tactics based on commitment/consistency
– Foot-in-the-door—small request followed by
larger one
– Lowballing—changing the deal midstream
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• Tactics based on reciprocity
– Door-in-the-face—large request followed by
smaller one
– “That’s not all”—sweeten the deal midstream
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Compliance Techniques (cont.)
• Tactics based on scarcity
– Playing hard to get—suggesting item is valuable
– Deadline technique—limited time to buy
• Other tactics
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– Pique technique—pique interest with unusual
request (spare change vs. 37 cents)
– Good mood—prime happy thoughts
Work best when request induces target to think
systematically
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Compliance Techniques:
Individual Differences
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Personality (Big 5”)
Preferred Influence Tactic
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rational, inspirational appeals
rational, inspirational appeals
any tactic
any tactic
rational, pressure tactics
agreeable
conscientious
extroverted
high self-monitor
desire for control
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Obedience
Obedience—change behavior in response to
direct orders from authority (most direct form)
• Milgram’s Obedience Study (see Figure)
– Participants told to deliver increasing levels of shock to a
“learner” each time he made an error on a learning task
65% were fully obedient (shocked to the limit- 450 volts)
• Why did so many obey?
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Social norms to obey authority figure were salient
Experimenter said he was responsible
Commands were gradual in nature (foot-in-the-door)
Participants had little time for reflection
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Results of Milgram’s Studies of Obedience
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Resisting Obedience
Ways to resist obedience
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– Take responsibility for any harm produced
– Realize total submission is inappropriate
– Question authority’s motives
– Increase awareness of the power of the
situation (i.e., learn about results)
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Intense Indoctrination
Indoctrination- process of inducing recruits to
accept a group’s extreme views (e.g., cults)
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• Stages
– Softening-up—isolate from friends
– Compliance—actively play role of group member
– Internalization—privately accept group’s views
– Consolidation—engage in costly acts designed to
increase commitment
Note: at each stage reduced attentional capacity occurs (from
lack of sleep, poor nutrition, emotional arousal)
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