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Lecture 2

PSYC 2310 Lecture Notes - Lecture 2: Collectivism


Department
Psychology
Course Code
PSYC 2310
Professor
Saba Safdar
Lecture
2

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11
Conformity
Differences between individualist and collectivistic societies
o Individualistic cultures see conformity as a sign of weakness
“Squeaky wheel gets the grease”
o Collectivistic societies see it as a sign of self-control, maturity,
tolerance, and respect for others
“The nail that stands out gets pounded down”
Related to the eco-cultural characteristics of a society
o Agricultural societies conformity is high
o Hunting and gathering societies conformity is low
Compliance
6 factors of compliance
o Reciprocity
o Scarcity
o Consistency
o Friendship/liking
o Consensus
o Authority
Study: Who would help? Brazilians or USA
o Brazilians said they would help equally if the situation was
anonymous or public
o USA said they would be more helpful in public
Obedience
Study: Dumping poisonous fertilizer
o Participants from collectivistic cultures (Japan, Russia) were more
likely to excuse the person for engaging in the behaviour than North
Americans
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