Chapter 8- Social Influence Feb. 7 2014
How do social norms influence behaviour?
- Social norms influence behaviour in a number of ways:
• You learn about the power of social norms
• The pressure people feel to conform to norms
• The errors people make in perceiving norms
- It’s a good idea to ask a professor a question when you don’t understand the
What factors lead to conformity?
- Two types of influence:
• Informational influence
• Normative influence
- Different influences on conformity:
• Group size
• Standing alone
• Demographic variables
- Minority influence and benefits of conformity
- People can find jokes offensive but fail to confront the joke teller for fear of the
What factors lead to compliance?
- Five strategies that people use to gain compliance:
• Foot-in-the-door technique
• Door-in-the-face technique
- We are more likely to comply with requests from those who are similar to
ourselves- for example, if they share our birthday
What factors lead to obedience?
- Factors that led to obedience in the Milgram study
• Personality factors have little to do with how we obey
• Procedure and authority factors have a significant impact
- Ethical issues in conducting research on obedience
- Real-world examples of obedience
- Strategies for resisting obedience
- Most people will obey an order from a person in a uniform- even when that
person gives an order that has nothing to do with his or her position of authority
How does culture affect social influence?
- People in collectivistic cultures place a greater value on fitting in with and
conforming to social norms than people in individualistic cultures
- Factors that motivate compliance and the rate of obedience, differ from one
culture to another Compliance- changes in behaviour that are caused by a direct request
Conformity- the tendency to change our perceptions, opinions,