Social Influence

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Lecture 7

• Social Influence

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Outline

• Introduction
• Effects of Mere Presence
• Conformity
• Compliance
• Obedience

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Effects of Mere Presence

• The simplest form of social influence in which
  there is no direct interaction or communication
  between the individuals involved, only the
  presence of another person.

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Conformity

• A form of social influence in which individuals
  change their attitudes or behaviour in order to
  adhere to social norms of real or imagined
  others.
• Social norms widely accepted ideas or rules
  indicating how people should behave. They
  represent the standard behaviour of a social
  group.

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of participants by number of trials on which
participants conformed
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Conformity

• Informational social influence
• Conforming because we believe that others
  interpretation of an ambiguous situation is more
  correct than ours and will help us to choose an
  appropriate course of action.

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Conformity

• Normative social influence
• The influence of other people that leads us to
  conform in order to be liked and accepted by
  them this type of conformity results in public
  compliance with the groups beliefs and
  behaviours, but not necessarily with private
  acceptance of the groups beliefs and behaviours.

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Conformity

• Social impact theory
• Conforming to social influence depends on
• Strength
• Immediacy
• Number

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Compliance

• A form of social influence involving direct
  requests from one person to another
• Foot-in-the-door technique
• Door-in-the-face technique
• Thats not all (TNA) technique
• The low-ball technique

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Compliance

• Foot-in-the-door technique
• A procedure for gaining compliance in which
  requesters begin with a small request and then,
  when it is granted, escalate to a larger one (the
  one they actually desired all along).

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Compliance

• Door-in-the-face technique
• A procedure for gaining compliance in which
  requesters begin with a large request and then,
  when it is refused, retreat to a smaller one (the
  one they actually desired all along).

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Compliance

• Thats not all technique
• A technique for gaining compliance in which
  requesters offer additional benefits to target
  persons before they have decided whether to
  comply with or reject specific requests.

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Compliance

• The low-ball technique
• A means of inducing someone to carry out a
  requested act by first asking him/her to carry
  out the act, and only then increasing the cost of
  fulfilling the request.

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Obedience

• A form of social influence in which one person
  simply orders one or more persons to perform some
  action(s).

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