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Social Influence 1: Conformity

Social Influence 1: Conformity. 21 January 2004. Why Conform?. Our sanity depends to some degree on the belief that everyone sees the same world that we see

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Social Influence 1: Conformity

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  1. Social Influence 1:Conformity 21 January 2004

  2. Why Conform? • Our sanity depends to some degree on the belief that everyone sees the same world that we see • If this belief is challenged, we’d rather change what we see (or what we say we see) than admit to ourselves (or others) that we see a different world

  3. Conformity • Conformity • Acting at odds with your beliefs or perceptions because of pressure from others • Compliance vs internalization • Normative vs. Informational pressure/influence • Cialdini littering experiment • Drisball & Muller jaywalking experiment

  4. Jaywalking (Drisball & Muller) 45 40 35 30 % jaywalking 25 20 15 10 5 JW No JW BL

  5. Solomon Asch: Compliance in an Unambiguous Situation

  6. Asch Line Judgment Experiments Stimulus A B C

  7. You cannot be serious!

  8. Asch • Results: • 33% went along with the group on a majority of the trials • 25% remained completely independent • 75% conformed at least once • When tested alone (no confederates), subjects got more than 98% of the judgments correct • When tested with confederates, they only got 66% of the judgments correct

  9. Why conform? • Confusion • Informational pressure • Embarrassment • Normative pressure • 2 more versions of the experiment • Compliance, NOT internalization

  10. Ambiguous situation Autokinetic effect Informational pressure: 1 year follow-up Internalization, NOT compliance Version B of the experiment and what that tells us Sherif (1936)

  11. How to reduce conformity? • Preferences vs Facts • Crutchfield (1955) • Asch-type paradigm but with drawings • No conformity • Why? • Lone Dissenters • Devil’s advocates • Other versions of Asch

  12. Minority Influence • How do minority groups change things? • Moscovici experiment: a minority of confederates give a plausible but incorrect answer in front of a majority of subjects • Minorities must be consistent: • Direct effect • Latent effect

  13. Moscovici Data:Direct Effect 9 8 7 6 % Ss saying “green” 5 4 3 2 1 consistent inconsistent not present Confederates

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