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Conformity, compliance, and obedience

Conformity, compliance, and obedience. Vs. persuasion Doesn’t have to be intentional At least one person affecting the attitudes or behaviors of another. Social influence. 2 types: Informational (want to be correct) Normative (want to be accepted) 3 forms: Obedience Compliance

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Conformity, compliance, and obedience

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  1. Conformity, compliance, and obedience

  2. Vs. persuasion • Doesn’t have to be intentional • At least one person affecting the attitudes or behaviors of another Social influence

  3. 2 types: • Informational (want to be correct) • Normative (want to be accepted) • 3 forms: • Obedience • Compliance • Conformity Types of influence

  4. http://www.youtube.com/watch?v=SnAyr0kWRGE • http://www.youtube.com/watch?v=FBa89XhxcTs&feature=plcp&context=C33a6dcaUDOEgsToPDskKsN-LaYflZQlft9OK8NUaQ Conformity examples

  5. Sherif, 1935 • Autokinetic effect (estimates of how far a light moves) Early conformity studies

  6. Judging the length of lines (video from earlier) • 76% of people conformed and gave a clearly wrong answer at least 1 out of 12 times • Bond & Smith meta-analysis, 122 studies in 17 countries. More conformity if: • Bigger majority • More women • The majority is your ingroup • More ambiguous stimuli • More collectivist countries • Public compliance vs. private acceptance • http://www.youtube.com/watch?v=SnAyr0kWRGE Asch, 1951

  7. What people do vs. what we think is appropriate • Problems with normative campaigns to change behaviors • Help the hotel save energy • Help save the environment • Partner with us to help save the environment • Help save the environment for future generations • "Join your fellow citizens in helping to save the environment" Descriptive vs. injunctive norms

  8. Descriptive: “energy usage was above or below average” • Injunctive: add a smiley or frowny face Energy norms

  9. STONE : SCULPTOR :: (A) brick : house            (B) words : poet            (C) bust : portrait            (D) scalpel : surgeon            (E) mine : ore

  10.    INVARIABLE : CHANGE (A) incurable : disease            (B) unfathomable : depth            (C) extraneous : proposition            (D) ineffable : expression            (E) variegated : appearance

  11. People are influenced as a multiplicative function of the • Strength • Immediacy, and • Number of others Social impact theory (Latane, 1981)

  12. Perception of “consensus” occurs here, according to Asch, who used Swarthmore undergraduates. “Craning and Gawking” A replication of Asch’s study with high school students Application 1: Conformity and Imitation

  13. Application 2: Social Psychophysics ofEmbarrassment Porter, 1939 Latané & Harkins, 1976

  14. Bassett & Latané • Read a newspaper • Pointed at articles they read • IVs: • Number of people involved • Distance from Columbus, O • DVs: Which articles? • How long did they spend on it. Application 3:Social Impact of News Events

  15. Freeman, Walker, Borden, & Latané (1975) • 1,159 evening diners in Columbus, Ohio • Party size varied naturally • DV: size of tip Application 4:Tipping in Restaurants

  16. The Four Cs • What culture is, is determined by: • Clustering: Group members will become more similar to those closer to them. • Correlation: Emergent associations between elements over time (this results in “culture”). • How cultures change is determined by: • Consolidation: Reduction in diversity within the group (the tendency toward majority influence). • Continuing diversity: the spatial distribution of communication “protects” some minority viewpoints. There is rarely complete obliteration of the minority. Dynamic social impact theory (Latane, 1996)

  17. Headache remedies Weiss, 1994

  18. Country music purchases Weiss, 1994

  19. Language

  20. “Stronger” languages grow. • Physical and other features “protect” language diversity. • Languages with more and more dispersed speakers grow. • Languages cluster at various levels. • Language correlates with other elements of culture or identity. • Languages consolidate (15,000 <6800). Language example

  21. Face-to-face discussions • Computer discussions • Dorm studies • Neighborhoods and retirement communities Other evidence

  22. First, try to convince them • Then, ignore them How do we get deviates to go along with the group?

  23. Reciprocity • Consistency • Social proof • Liking • Authority • Scarcity Cialdini’s influence techniques

  24. Shock the “learner” • 63% went all the way in the basic paradigm • Factors affecting obedience • Proximity of the victim • Empathetic cures • Cognitive narrowing • Power of the institution • Presence and legitimacy of the authority figure • Conflicting messages • Group effects Milgram’s obedience study

  25. Across countries • South Africa, 87.5% • Jordan, 73% and 62.5% • Austria, 80% • Spain, 50% • Across time • http://www.youtube.com/watch?v=HwqNP9HRy7Y Get similar results

  26. http://www.youtube.com/watch?v=16QMQXIjYVU&list=UUlQzKGw31DagWzBYebtltNg&index=23&feature=plcphttp://www.youtube.com/watch?v=16QMQXIjYVU&list=UUlQzKGw31DagWzBYebtltNg&index=23&feature=plcp • http://www.youtube.com/watch?v=8mpAbig8ttY&feature=plcp&context=C328b3baUDOEgsToPDskLmEa97y3gixHn1e7TcHiTf • Why did they obey? Recent obedience examples

  27. Don’t feel personally responsible (“just following orders”) • Respect for authority • Awkward to break rules • Do it in small steps Reasons people obey

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