7125 Lecture Notes - Lecture 5: Ingratiation, Social Proof, Visual Perception
21 Jun 2018
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Lecture 5
Social Influence
- Definitions
oSocial influence: process whereby attitudes and behaviour are influenced (changed)
by the presence of other people
oCompliance: public responses to direct requests or group pressure resulting in
superficial, public and short lasting change in behaviour
You’ve been asked to do it
oObedience: acting in accord with a direct, explicit order from another person
oConformity: change in attitudes or behaviour in order to adhere to group
norms/pressure
Not a direct request
oNorms: rules within a group indicating how members should behave
- Compliance
oPublic response ot direct requests or group pressure
oTo gain compliance
Liking
Consistency
Reciprocity
Social or morally obliged – more likely to comply with that request
- Tactic to gain compliance
oFriendship/liking
Ingratiation – strategic attempt to get someone to like you
More likely to buy something from someone that is friendly
oCommitment/consistency
Foot-in-the-door technique – small request followed by a larger request
(freedman and fraser)
Low ball – a good deal changed to a less attractive one
oReciprocity
Door-in-the-face – initial large request followed by a smaller request
That’s-not-all – extra benefits offered before deciding to comply with initial
request
find more resources at oneclass.com
find more resources at oneclass.com
People feel bad for saying no to the big request – so might say yes to the
small request
- Obedience
oMilgrams obedience studies (milgram 1963)
5th study
2/3 people obeyed
Confederate: learner and then a teacher
Received fake electric shocks
Teacher believed they were giving electric shocks
Told it was a study about memory
- Explaining obedience (milgram)
oCultural norm to obey authority
More likely to obey authority in the 60s
oRequests were gradual (foot-in-the-door) – start with small shocks and build up
oShift n agency/diffusion of responsibility (agentic state)
Blame the researcher – the participant isn’t actually doing it; he is being
asked to by someone else
- What factors influence obedience
oStatus of experimenter and setting
Looking professional, good institution = more obedience
oImmediacy of ‘victim’ – more likely to obey if victim is ‘depersonalised’ or less
proximate
When victim in same room = levels of obedience dropped
oProximity of experimenter
Same room of experimenter = higher obedience
oLegitimacy of authority
Scientist seems more legit = higher obedience
oPresence of others who obey or disobey
oGender
Milgrim found no gender differences
- Replications of Milgrams study
find more resources at oneclass.com
find more resources at oneclass.com
Document Summary
Definitions: social influence: process whereby attitudes and behaviour are influenced (changed) by the presence of other people, compliance: public responses to direct requests or group pressure resulting in superficial, public and short lasting change in behaviour. You"ve been asked to do it: obedience: acting in accord with a direct, explicit order from another person, conformity: change in attitudes or behaviour in order to adhere to group norms/pressure. Not a direct request: norms: rules within a group indicating how members should behave. Compliance: public response ot direct requests or group pressure, to gain compliance. Social or morally obliged more likely to comply with that request. Ingratiation strategic attempt to get someone to like you. More likely to buy something from someone that is friendly: commitment/consistency. Foot-in-the-door technique small request followed by a larger request (freedman and fraser) Low ball a good deal changed to a less attractive one: reciprocity. Door-in-the-face initial large request followed by a smaller request.
