Class Notes

1
Class Notes

• Chapter 8
• Conformity
• Influencing Behavior

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CONFORMITY

• Changed behavior to be similar to others. may or
  may not involve belief change
• Conformity, Compliance, Obedience
• Conformity is not the only cause of similarity
  among group members. Self-selection, and
  response to common situations can also produce
  similar behavior and beliefs.

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Sherif Autokinetic Effect
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Sherif Autokinetic Effect

• Judgments are initially different, but they
  converge---Subjects Conform
• People are uncertain about the extent of movement
• Both public and private judgments are affected

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Asch lines
C
A
B
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Asch lines

• Subject hears responses of 4 confederates and
  responds publicly
• Confederates are wrong on 12 of 50 posters
• Most subjects (76) conformed on some occasions
• Extent of conformity varied a lot--5 always
  conformed , 24 never conformed Overall, 1/3 of
  all responses were conforming responses
• Correct answer is obvious
• Only public conformity

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TWO REASONS FOR CONFORMITY

• INFORMATIONAL SOCIAL INFLUENCE
• NORMATIVE SOCIAL INFLUENCE

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INFORMATIONAL SOCIAL INFLUENCE

• Behavior of others provides convincing
  information (After test discuss test
  questions--relieved if others agree with your
  answer)
• Uncertainty
• Results in both public and private behavior
  change

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NORMATIVE SOCIAL INFLUENCE

• Based on internal or external pressures to act
  according to social norms
• Expectation that norms will be enforced,
  deviations will be punished in some way
• Conform to be liked, treated better, not make
  waves, end disagreement
• Affects public behavior, but not private attitudes

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TWO REASONS FOR CONFORMITY

• Some situations may involve both normative and
  informational influence
• Driving to a restaurant and friends tell you that
  you are going in the wrong directionYou may
  conform both because of uncertainty and to avoid
  hassles from your friends

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TWO REASONS FOR CONFORMITY

• What was the primary reason for conformity in
  the Sherif autokinetic situation? How do you
  know?
• What was the primary reason for conformity in
  the Asch line judging situation? How do you know?

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REACTIONS TO A DEVIATE

• SCHACTER-- Discussion of how to treat a young
  delinquent.
• Almost everyone thinks kid needs love
  attention, but one confederate consistently
  advocates strong punishment.
• Deviate gets lots of pressure, is given
  low-status assignments, and is rejected.

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Milgram Shock Study

• Subjects thought they were teachers in a learning
  study. Had to shock a person when he was
  incorrect.
• Shocks ranged from mild (15 volts) to extremely
  dangerous (450 volts). Each error resulted in a
  higher shock.
• Confederate was not really shocked, but the
  subjects believed the shocks were real.
• When subjects resisted giving shocks,
  experimenter insisted that they give the next
  shock.

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Milgram Shock Study

• 65 of Subjects fully complied with the
  experimenter--gave 450 volt shocks.
• Conformity varied with circumstances
• pounding only
• yelling
• proximity-learner in same room
• touch-had to force learners hand onto shock
  plate
• supporting role

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CONFORMITY VARIES
65
62.5
40
30
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CONFORMITY VARIES
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CONFORMITY VARIES
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FACTORS AFFECTING CONFORMITY

• STATUS--more likely to yield to a high status
  other (pilots 94, gunner 63 with correct
  answer), high status people are given more
  freedom to deviate from the group norms
• SIZE--Increases conformity, but levels off
  quickly (4-6 PEOPLE), at least when there is no
  ally

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SIZE AND CONFORMITY
PERCENT CONFORMING
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FACTORS AFFECTING CONFORMITY

• STATUS
• SIZE
• ALLY--MUCH MORE CONFORMITY WITHOUT AN ALLY (Ally
  reduces conformity by about 75)

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AN ALLY REDUCES CONFORMITYASCH LINES
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FACTORS AFFECTING CONFORMITY

• CONFIDENCE
• -more self-confidence less conformity
• more group confidence more conformity
• COHESION --more conformity in a cohesive group
• COMMITMENT--less conformity if previously
  committed to personal belief which differs from
  the group (written answers to Asch lines)

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COMPLIANCE TACTICS

• FOOT-IN-THE-DOOR
• SMALL REQUEST FOLLOWED BY LARGE REQUEST
  (COMMITMENT, SELF-PERC)
• 17 control 74 who displayed a 3window sign
  agreed to have a yard sign
• DOOR-IN-THE-FACE
• LARGE REQUEST FOLLOWED BY A SMALL REQUEST
  (RECIPROCITY)
• MORE TAKING KIDS TO THE ZOO FOLLOWING REQUEST TO
  SERVE AS A VOLUNTEER COUNSELOR

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COMPLIANCE TACTICS

• LOW-BALL
• DEAL BECOMES MORE COSTLY AFTER AGREEMENT
  (COMMITMENT)
• MORE PARTICIPATION IN 7AM EXPERIMENT WITH PRIOR
  AGREEMENT
• LURE
• ATTRACTIVE OFFER IS NOT AVAILABLE SUBJECT IS
  ENTICED TO SWITCH (COMMITMENT)
• PAID MOVIE WATCHING EXP. NOT AVAILABLE, 47
  CHOOSE UNPAID DULL EXP, 15 CONTROL

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COMPLIANCE TACTICS

• LIKING Tupperware Parties
• RECIPROCITY Free Samples
• SCARCITY Not Available in Stores
• CONSENSUS Most Popular, Fastest Growing
• CONTRAST Sell suit then accessories, agree on car
  price then add on options, set up houses
• HEURISTICS Expensive good