Seth M. Noar, Ph.D.

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Group Influence (Chapter 6)

• Seth M. Noar, Ph.D.
• Department of Communication
• University of Kentucky

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Group Influence

• We act differently when we are in groups vs. on
  our own.
• But why will we sometimes go to extremes in these
  situations?
• Some examples

3
Group Influence (contd)

• Much group influence relates to norms and
  normative behavior.
• Norms expectations held by a group of people
  about what behaviors or opinions are acceptable
  or unacceptable
• Explicit Norms
• Implicit Norms

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Norms and Modeling

• We learn much about the world through norms
• Norms are related to Modeling (from SCT)
• Modeling
• Norms also referred to as scripts

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Norm Examples

• Broad examples
• Gender norms how to act, dress, eat, etc.
• Cultural norms how to act, dress, eat, etc.
• Specific examples

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Conformity (Aschs Experiment)

• Aschs (1956) experiment is a classic
• 7-9 students in each group
• 18 trials of visual judgment
• All were confederates except for 1
• Confederates gave wrong answers in 12 of 18
  trials
• 75 of participants conformed in at least one
  trial

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Conformity

• What variables are related to conformity?
• Group Size
• Effect of more than 1 dissenter
• Indoctrination
• Identification

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Dark Side to Conformity

• As with Persuasion itself, conformity is a tool
  that results in good and bad consequences
• Ethnocentrism
• Groupthink

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Indoctrination How do cults lure people in?

• In 4 stages (Baron, 2000)
• Softening up physically separated from regular
  environment, much attention is paid
• Compliance recruits try out some cult
  practices
• Internalization recruits begin to accept the
  ideology of the cult
• Consolidation recruits become loyal and
  demonstrate allegiance

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Why do people conform?

• Group Locomotion Hypothesis members of a group
  are motivated to achieve goals of that group
• Social Comparison Theory we compare ourselves
  to others and adjust our behavior to fit in
• Consistency Theory uncomfortable to disagree
  with the group

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Why do people conform? (contd)

• 4. Epistemological Weighting Hypothesis- degree
  to which we conform depends on our personal vs.
  social knowledge
• 5. Hedonistic Hypothesis we conform to avoid
  pain, and gain pleasure
• 6. Social Proof everyone else is doing it.
  This is an important concept that is regularly
  used in advertising, etc.

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Group effects on Behavior

• How do groups effect YOUR behavior?
• Deindividuation occurs when being in a group
  causes one to be less concerned ones behavior
  (and less concerned with others evaluations of
  us)

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Group effects (contd)

• Social Loafing reduction in effort (and / or
  responsibility) when in groups vs. when alone

14
Diffusion of Innovation
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Innovations

• Superior technological innovations do NOT diffuse
  themselves. Consider these examples

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Innovations (contd)

• Why would superior technology not be adopted?
• Many people have a vested interest in keeping the
  inferior systems.
• Certain conditions must be present for an
  innovation to be adopted.

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Diffusion of Innovation

• Diffusion of Innovation a theory that describes
  how changes in norms result in behavioral changes
• Diffusion the process in which (1) an
  innovation is (2) communicated through certain
  channels (3) over time (4) among the members of a
  social system
• It is a type of communication

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Diffusion of Innovation (contd)

• S-shaped curve describes diffusion of an
  innovation (see picture in article)
• First, only a few individuals adopt (early
  adopters)
• If / when it reaches a critical mass, it takes
  off and catapults the innovation into the
  mainstream when many adopt.
• Then, you have later adopters, and it levels
  off at some point.

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Recent Innovations

• The Internet
• Cell Phones
• Palm Pilots / PDAs
• Advertisers and health campaign officials use
  opinion leaders to try and influence behavior.
• Opinion leaders then become the early adopters.