PSY 365 Lecture Notes - Lecture 9: Reference Group, Mothers Against Drunk Driving, Group Cohesiveness
Document Summary
Meaning and importance of groups: a group. Two or more individuals who share beliefs, have role relationships and experience interdependent behavior: socialization. The process by which we develop socially relevant behavior through interaction with others: modeling. Social power = consumer conformity: make consumer"s aware of a specific product or brand, provide an opportunity to compare personal thinking and attitudes with behavior of a group, influence new attitudes and behaviors, legitimize one"s purchase decision. Types of social power: reward power. Influence due to a group"s ability to dispense rewards: coercive power. Influence due to a group"s ability to administer punishment: legitimate power. Influence results from one"s feelings of obligation: referent power. Influence due to desire to identify with an idol: expert power. Influence due to tendency to heed authoritative advice: information power. Influence due to ability to alter opinion by virtue of assumed access to truth .
