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Social Influence

Social Influence. Conformity. Conformity videos. Elevator http:// www.youtube.com/watch?v=B738X-ibz2o&feature=related Solomon Asch’s experiment http:// www.youtube.com/watch?v=TYIh4MkcfJA&feature=related. Learning outcome. Evaluate research on conformity to group norms. Conformity.

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Social Influence

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  1. Social Influence Conformity

  2. Conformity videos • Elevator • http://www.youtube.com/watch?v=B738X-ibz2o&feature=related • Solomon Asch’sexperiment http://www.youtube.com/watch?v=TYIh4MkcfJA&feature=related

  3. Learning outcome • Evaluate research on conformity togroup norms

  4. Conformity • Is the tendencytoadjustone’sthoughts, feelings, or behaviour in waysthatare in agreementwiththose of a particularindividual or group • A simply term that is used is ”peer pressure” butconformity is morecomplexthan that

  5. Solomon Asch • 1951 Results: • About 75% conformed at leastonce • A mean of 32% conformed in half or more of the trials • 24 % neverconformed • Handout: study

  6. Asch – conformityLearning outcome: discussfactorsinfluencingconformity • Following factors influence the likelihood to conform to the group: Research : • Group size • Unanimity • Confidence • Self-esteem

  7. Evaluate research on conformity • Asch • Moscovici (minority vs. majority) • Groupthink – see OH Where is it dangerous to have groupthink?

  8. Why do people conform? • Theories?

  9. Why do people conform? • Deutsch and Gerard 1955: 1. Informational social influence (Festinger 1954 called this: Social comparison – cognitive dissonance) 2. Deutsch and Gerard 1955: Normative social influence See handout and OH

  10. Cultural aspects of conformity • Do cultural norms affect conformity?

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