Social Influence: Conformity & Obedience

Psy 240; Fall 2006 Purdue University Dr. Kipling Williams

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1 Classic Studies

• Autokinetic Effect • Sherif’s studies of norm formation

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Classic Studies

• Asch’s studies of group pressure

©William Vandivert Psy 240: Williams 4

2 Why Do We Conform?

• Informational Influence – “Social Proof” -- if others think/behave that way, they must be right. • Normative Influence – The desire to “fit it,” or perhaps more important, to not be excluded/rejected • Mindlessness – A cognitive heuristic that allows us to do what others are doing without taking up valuable time and effort. • Do “non-conformists” not conform?

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When Do People Conform?

• Group size • Unanimity • Cohesion • Status • Public response • No prior commitment

©PhotoFest

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3 Influences on Conformity

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Influences on Conformity

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4 Influences on Conformity

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A Not-So Classic Study

• Social Inhibition (Petty, Williams, Harkins, & Latané, 1977: “Bystander Response to a Cheeseburger”

• How are Conformity and Social Inhibition Similar?

Free Cheeseb urger

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5 Classic Studies • Milgram’s obedience experiments

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When Don’t People Conform

• Optimal distinctiveness (Brewer, 1991) – Feople seek affiliations with groups that enable them to maintain an ideal balance between the desires to fit in and stand out. – Feelings of belonging trigger attempts to individuate oneself, feelings of uniqueness trigger attempts to immerse oneself in the group. • When mate selection motives are strong – Cialdini, 2006

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6 What Breeds Obedience?

• Escalating Commitment • Emotional distance of the victim • Closeness and legitimacy of the authority • Institutional authority • The liberating effects of group influence

© Stanley Milgram, 1965, From the film Obedience, distributed by the Pennsylvania State University

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Reflections on the Classic Studies • Behavior and attitudes • The power of the situation • The fundamental attribution error

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7 Social Impact Theory Latané, 1980

Multiplication Division

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