PS270 Chapter Notes - Chapter 6: Social Proof
Document Summary
Springs from our desire to be liked: informational influence. Ex in the autokinetic light experiment; i can"t tell how far the light is moving but this guy seems to know . When reality is ambiguous other people can be a valuable source of information. When participants conform to a wrong answer the brain regions dedicated to perception become active suggesting that when people conform their perceptions may genuinely be influenced. When going against the group, brain regions associated with emotion beome active. Normative influence and informational influence often occur together. Normative influence can cause informational influence as people construct reasons to justify their conformity. Personality predicts behaviour better when social influences are weak. Compared with individualistic countries, those in collectivist countries are more responsive to others" influence. Conformity may reflect an evolutionary response to survival threats, norms for food prep and personal hygiene protect people from pathogens and conformity to these norms reduces disease.
