1、Chapter9,Thismultimediaproductanditscontentsareprotectedundercopyrightlaw.Thefollowingareprohibitedbylaw:anypublicperformanceordisplay,includingtransmissionofanyimageoveranetwork;preparationofanyderivativework,includingtheextraction,inwholeorinpart,ofanyimages;anyrental,lease,orlendingoftheprogram.,

2、SocialInfluence:ChangingOthersBehavior,Copyright2006,AllynandBacon,Copyright2006,AllynandBacon,SocialInfluence,ConformityComplianceSymbolicSocialInfluenceObediencetoAuthoritySocialInfluenceGoesToWork,Copyright2006,AllynandBacon,SocialInfluence,SocialInfluenceeffortsbyoneormoreindividualstochangethea

3、ttitudes,beliefs,perceptions,orbehaviorsofoneormoreothers,Copyright2006,AllynandBacon,Conformity,Conformityatypeofsocialinfluenceinwhichindividualschangetheirattitudesorbehaviorinordertoadheretosocialnorms:Rulesregardinghowpeopleareexpectedtobehaveinspecificsituations,Copyright2006,AllynandBacon,Con

4、formity,Aschs(1950s)ResearchonConformityParticipantswereaskedtoindicatewhichofthreelinesmatchedastandardlineinlength.,Copyright2006,AllynandBacon,Conformity,Duringthecriticaltrials,participantshadtogivetheiranswersafteraunanimousgroupgavethewronganswer.76%conformedatleastoncetothegroupsfalsejudgment

5、Overall,theyagreedwiththeerrors37%ofthetimeLaterresearchfoundthatanally(someonewhodisagreedwiththegroup)andtheabilitytomakeresponsesprivatelybothreducedconformity.,Copyright2006,AllynandBacon,Conformity,FactorsthatAffectConformityCohesivenessthedegreeofattractionfeltbyanindividualtowardaninfluencing

6、groupAscohesivenessincreases,conformityincreasesGroupsizeAsgroupsizeincreases,conformityincreasesDescriptiveNorms(whatmostpeopledoinagivensituation)andInjunctiveNorms(specifywhatoughttobedone)BothcanincreaseconformityNormativeFocusTheorypredictsthatpeoplearemorelikelytoconformtoinjunctivenormswhenth

7、eyaresalienttothem.,Copyright2006,AllynandBacon,Conformity,SituationalnormsGuidebehaviorinagivensituationorenvironmentCanbeactivatedautomaticallywithoutconsciousawarenessandcanexertstrongeffectsonbehavior,Copyright2006,AllynandBacon,Conformity,WhyPeopleConformNormativeSocialInfluencebasedonthedesire

8、tobelikedoracceptedbyothersInformationalSocialInfluencebasedonthedesiretopossessaccuratesocialperceptionsThisisanespeciallystrongsourceofconformitywhenthetaskisimportantanddifficultyanduncertaintyarehigh.,Copyright2006,AllynandBacon,Conformity,WhyPeopleDoNotConformIndividuationpeoplesneedtobedisting

9、uishablefromothersinsomerespectsPeoplesneedtomaintaincontrolovertheirlivesSomepeoplecannotconformDuetophysical,legal,orpsychologicalreasons,Copyright2006,AllynandBacon,Conformity,MinorityInfluenceMinoritiescaninfluencemajoritieswhen:Theyareconsistent,flexible,andcongruentwithsocialtrendsMinoritiesca

10、nprovokemajoritiestoengageinsystematicprocessingoftheissues.Minoritiesoftenmustformstrongargumentstodefendtheirpositionsandmayoverestimatethesupportfortheirviews.Canincreasetheirperseveranceandresultinlarge-scalesocialchange,Copyright2006,AllynandBacon,Conformity,Whatareyourthoughts?Whyarepeoplesusc

11、eptibletosocialinfluence?Whatareeffectivestrategiestoincreaseconformity?Aretheresituationsinwhichmencanbemoreconformingthanwomen?Ifso,pleaseexplain.Whyisitimportantthatminoritiesareabletoinfluencemajorities?Inwhichcontextsisthisimportant?,Copyright2006,AllynandBacon,Compliance,Compliancetypeofsocial

12、influenceinvolvingdirectrequestsfromonepersontoanotherPrinciplesthatunderliecomplianceFriendship/LikingCommitment/ConsistencyReciprocityScarcitySocialValidation(relatedtoinformationalsocialinfluence)Authority,Copyright2006,AllynandBacon,Compliance,TacticsbasedonfriendshiporlikingIngratiationrequeste

13、rsfirstinducetargettolikethemUseflattery,improveonesappearance,emitpositivenonverbalcues,dosmallfavorsfortargetpersonTacticsbasedoncommitmentorconsistencyFoot-in-the-doorTechniquerequestersbeginwithasmallrequestandthen,whenitisgranted,escalatetoalargeroneLowballProcedureanofferordealischangedtomakei

14、tlessattractivetothetargetpersonafterthispersonhasacceptedit,Copyright2006,AllynandBacon,Compliance,Copyright2006,AllynandBacon,Compliance,TacticsbasedonreciprocityDoor-in-the-faceTechniquerequestersbeginwithalargerequestandthen,whenthisisrefused,retreattoasmalleroneThatsNotAllTechniquerequestersoff

15、eradditionalbenefitstotargetpersonsbeforetheyhavedecidedwhethertocomplywithorrejectspecificrequestsTacticsbasedonscarcityPlayingHardtoGetsuggestingthatapersonorobjectisscarceandhardtoobtainDeadlineTechniquetargetpersonsaretoldthattheyhaveonlylimitedtimetotakeadvantageofsomeofferortoobtainsomeitem,Co

16、pyright2006,AllynandBacon,SymbolicSocialInfluence,SymbolicSocialInfluenceresultsfromthementalrepresentationsofothersorourrelationshipswiththemPeoplecanbeinfluencedbyothersevenwhentheyarenotphysicallypresent.Thinkingaboutothersevokesrelationalschemas,whichmaytriggergoalsrelatedtothem.And,goalsthatare

17、associatedwithapersononeisthinkingaboutmaybeactivated.Beingremindedofthesegoalscanincreasecompliancewiththemandstronglyaffectbehavior.,Copyright2006,AllynandBacon,SymbolicSocialInfluence,Copyright2006,AllynandBacon,ComplianceandSymbolicInfluence,Whatareyourthoughts?Whichcompliancetechniqueshaveyouus

18、edonothers?Weretheyeffective?Whyorwhynot?Whichcompliancetechniqueshavebeenusedonyou?Weretheyeffective?Whyorwhynot?Wasitsurprisingtolearnthatpeoplecanbeinfluencedbyothersjustbythinkingaboutthem?Whyorwhynot?,Copyright2006,AllynandBacon,ObediencetoAuthority,Obedienceformofsocialinfluenceinwhichoneperso

19、nsimplyordersoneormoreotherstoperformsomeaction(s)Obedienceinthelaboratory:MilgramsObedienceStudies(1963,1965a,1974)Participantstoldtodeliverincreasinglevelsofshocktoa“l(fā)earner”eachtimehemadeanerroronalearningtask65%obeyedtothefullestextent(proceededtotheendoftheseries,tothefinal450-voltlevel)Similar

20、findingswerefoundinmanyculturesandwithadultsandchildren.,Copyright2006,AllynandBacon,ObediencetoAuthority,Whydoesdestructiveobedienceoccur?AuthorityassumesresponsibilityAuthoritysstatusisevidentandremindspeopleofsocialnormstoobeyAuthorityscommandsinvolvegradualescalation(thefoot-in-the-doorcomplianc

21、etechnique)Participantshavelittletimeforreflectionorsystematicprocessing,Copyright2006,AllynandBacon,ObediencetoAuthority,ResistingtheeffectsofdestructiveobedienceIncreaseparticipantsresponsibilityforanyharmdonetoothersIndicatethattotalsubmissiontoauthorityisinappropriateProvidedisobedientmodelsQues

22、tionauthoritysexpertiseandmotivesIncreaseawarenessofthepowerofthesituationSharetheresultsofresearchstudiesonobedience,Copyright2006,AllynandBacon,ObediencetoAuthority,Whatareyourthoughts?WhataretheimportantlessonstolearnfromMilgramsobediencestudiesandotherstudiesofobedience?IfMilgramsstudieswerecond

23、uctedtoday,wouldsimilarresultsbefound?Whyorwhynot?,Copyright2006,AllynandBacon,SocialInfluenceGoesToWork,CommonTacticsofSocialInfluenceinWorkSettingsRationalPersuasionuselogicalargumentsandfactstopersuadeanothertoacceptonesviewsInspirationalAppealincreaseenthusiasmbyappealingtovaluesandidealsConsult

24、ationasktargetpersontoparticipateindecision-makingorplanningIngratiationincreasecompliancebyincreasingpositivemoodorliking,Copyright2006,AllynandBacon,SocialInfluenceGoesToWork,CommonTacticsofSocialInfluenceinWorkSettingsExchangepromisebenefitinexchangeforcompliancePersonalAppealappealtoloyaltyandfriendshipbeforerequestismadeCoalition-buildingseekassistanceofothers,mentiontheirsupportLegitimatingmentiononesstatus,verifythatrequestisconsistentwithpoliciesand