Social Influence

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Social Influence

• Categories
• Conformityvoluntary change in behavior
• Compliancerespond to a request
• Obediencefollow orders
• Motives
• Choose correctlyauthority and social validation
• Gain social approvalreciprocity
• Manage selfimagecommitment

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Conformity and compliance

• Asch studiesjudge line lengths in groups
• Average conformed 33
• 75 at least once
• Non-unanimous majorities
• Normative influencefear of rejection
• Foot in the door
• Initial request meaningful and voluntary

3
Compliance tactics

• Reciprocationreturn of favors
• Commitment/consistencydissonance
• Authority
• Social validationconsensus
• Scarcity
• Liking, friendship

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Obediencethe Milgram Studies

• Context
• Causes
• Agency
• Norm of obedience to authority
• Situation
• Legitimate authorityresponsibility
• Rhythmescalation
• Variations
• Personality
• Generalizations
• Genocide
• Torturers
• Binding and strain

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Milgram Results
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To choose correctlycompetence

• Authority
• Reference groupappropriate sources of
  information
• Authorities as expertsintellective tasks
• Social validationjudgmental tasks
• Consensuspopularity and scarcity
• Values and peers
• Mass hysteria
• The person
• Uncertainty
• Sherifs autokinetic effect studies
• Informational influence
• Status and group norms

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Sherifs Autokinetic Effect Studies
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To choose correctly

• The situation
• Consensus
• Group size
• Independent sources of influence
• Non-unanimity
• Similarityliking and social validation
• Interactions
• Desire for accuracy
• Ambiguity
• Competence

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To gain social approval

• Normative influencerewards and punishments
  controlled by the group
• Social norms
• Injunctiveexplicit, implicit
• Descriptive
• Universal/cultural
• Norm of Reciprocity
• Returning favors
• Reciprocity for concessions
• Doorintheface techniquelarge refused
  requests, related smaller request
• Discounts or bonuses
• The thatsnotall technique
• Selling the top of the line
• Longterm benefits

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To gain social approval

• Cultural variations in basis of obligations
• The person
• Desire for social approval
• Collectivism
• Primary versus secondary control
• Rebelliousnessreactanceillegitimate
  restrictions of freedom
• Anticonformity
• The situation
• Appealattractive and similar others
• Status
• Cohesion
• Observable responses

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To manage selfimage

• Foot in the door, labeling tactic
• Prior relationshipcommitment
• Norm of social commitment
• The Low-Ball Technique
• Bait and switch
• Long-term Commitment
• Fulfilling social contracts
• Cognitive bolstering
• Reducing inconsistenciescognitive dissonance
• Active commitmentselfperception
• The person
• Existing values
• Internal focus
• The situation
• Active and public commitments