Conformity
a change in behaviour due to the real or imagined influence of others.
Social Norms
rules in a group about what behaviours are proper/improper.
Two reasons people conform
1) informational influence
2) normative influence
Information influence
produces conformity when a person believes others are correct in their judgments.
Normative influence
produced conformity when a person fears the negative social consequences of appearing deviant
Auto-kinetic Effect Study (Sherif)
- Sherif
- showed that we sometimes conform to other peoples behaviours because we are uncertain of what is correct and use others for informational guidance.
People conform to informational social influence when
- the situation is ambiguous.
2) the situation is a crisis.
3) when other people are experts.
Information social influence can lead to
- private acceptance (involves both acting & believing in accord with social pressure)
- public compliance
Deviant members of a group may face
- punishment
- ostracism
- bullying
- cyber-bullying
Ostracism
- being neglected, ignored, and exclude from society.
- can lead to pain or numbing.
Social Pressure Study (Asch)
- Asch
- showed that sometimes we conform to other people’s behaviours even when they are clearly incorrect because we do not want to deviate and risk rejection.
Social Impact theory
Social influence depends on:
1) Strength of group’s importance to us.
2) Immediacy of the group (closeness to us physically)
3) Number of group (a number of sources increases, so does conformity, up to a point).
How to resist normative influence
1) be aware that it is operating.
2) take action (find an ally).
3) conforming most of the time earns an occasional deviation without consequences.
Idiosyncrasy Credits
interpersonal credits that a person earns by following group norms.
Minority Influence
the process by which dissenters produce change within a group.
How to be a convincing minority voice?
- consistent & forceful.
- appearing open-minded.
- make majority group reexamine their own views.
- more influence when part of “us”, rather than “them”
Compliance
changes in behaviour that are elicited by direct requests.
Six Weapons of Influence (Cialdini)
1) reciprocity
2) commitment & consistency
3) social proof
4) liking
5) authority
6) scarcity
Norms of reciprocity
people are more willing to comply with a request form someone who has previously provided a favour.
Door in the face technique
preface the real request with one that is so large that it is rejected.
- perceptual contrast: 2nd offer seems smaller.
Consistency Rule
we are motivated to appear consistent and to be consistent.
Foot-in-the-door technique
set the stage for the real request by first getting a person to comply with a much smaller request.
Low-balling
secure agreement with a request and then increase the size of that request by revealing hidden costs.
Bait & Switch
Offer a substitute, usually lesser quality option.
