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Chapter 7: Conformity

Chapter 7: Conformity. Part 2: March 8, 2012. Compliance. Make direct requests of us & hope we comply Differs from conformity: Sometimes we mindlessly comply Strategies for compliance? Use the reciprocity norm – repay someone a favor Immediate vs. delayed effects?.

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Chapter 7: Conformity

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  1. Chapter 7: Conformity Part 2: March 8, 2012

  2. Compliance • Make direct requests of us & hope we comply • Differs from conformity: • Sometimes we mindlessly comply • Strategies for compliance? • Use the reciprocity norm – repay someone a favor • Immediate vs. delayed effects?

  3. Sequential Requests: • Foot-in-the-door technique: start w/small request • Example? • Based on self-perception? • Lowballing technique: agreement then change the deal • Example? • Door-in-the face technique: start w/big request then smaller request • How is contrast effect at work?

  4. Obedience • Compliance through direct orders. • Examples: • Milgram’s research on obedience: • Controversial set of experiments on obeying authority and causing others’ pain (1963) • 1 subject, 1 confederate, 1 experimenter at Yale • Subject must ‘teach’ confederate list of words • Punishment?

  5. What were the ‘teachers’ instructions? • How did confederate (‘learner’) react? • What happened if confederate protested? • Results? • Next study - confederate with “heart problem” • What % still complied?

  6. See Fig 7.7 • Impact of situation on obedience rates: • Location • Experimenter characteristics • Closeness to victim • Disobedient others

  7. Reasons for Obedience? • Normative & Info sources in Milgram’s study? • 1. Conforming to the wrong norm • 2. Cognitive Dissonance • 3. Loss of personal responsibility

  8. Ethics of Milgram’s Work • Criticisms of the studies? • What did Milgram argue about the benefits? • What did participants report 1 yr later?

  9. Follow-ups to Milgram’s study • Replications – • Burger’s (2009) experiment: partial replication using up to 150 volts (rather than 450 max) • Similarity to Milgram • Differences from Milgram? • Results? • Milgram’s “choose any level of shock” variation -

  10. Most people make the FAE when reading Milgram’s studies • How so?

  11. Application: Cult Behavior and the Jonestown Massacre • 1978 mass suicide at “Jonestown” as obedience example… • People’s Temple with Jim Jones as leader moved from SF to S. American jungle. • 910 people killed themselves on Jones’ command • Many explanations focus on Jones’ charisma. • Situational explanations?

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