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Conformity

Conformity. Seminar 6. Proposed Changes to Course Syllabus. Extension of deadline policy Exam Take-home (up for discussion) vs. in-class (Dec 9; original) In either case, there will be two questions, one of which requires knowledge from all weeks. Recap. Last week: the ABCs of attitudes

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Conformity

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  1. Conformity Seminar 6

  2. Proposed Changes to Course Syllabus • Extension of deadline policy • Exam • Take-home (up for discussion) vs. in-class (Dec 9; original) • In either case, there will be two questions, one of which requires knowledge from all weeks

  3. Recap • Last week: the ABCs of attitudes • This week: we look at Behavioral Change (which may or may not indicate attitude change)

  4. Notable Quotes "Television won't be able to hold onto any market it captures after the first six months. People will soon get tired of staring at a plywood box every night." -- Darryl F. Zanuck, 1946. “I think there is a world market for maybe five computers.” -- Thomas Watson, IBM "There is no reason anyone would want a computer in their home." – Ken Olson

  5. The world is full of queer things

  6. Sometimes we reject them.

  7. Sometimes we tolerate them.

  8. Sometimes we embrace them…only when others do

  9. Social influence • Obedience: Following a direct orderfrom another person • Compliance: Responding "yes" to a direct request • Conformity: Adapting to social norms from exposure to information or the social pressure of others

  10. Let’s try this

  11. It happens in real life! • http://www.buzzfeed.com/arielknutson/people-who-found-jesus-in-their-food#.um8BK8POW

  12. What’s going on? I think I see something… Oh wait, is that a face? I think it’s Jesus Oh yeah…you’re right!

  13. Basic principle • By definition, people conform to be more similar to others. Optimal distinctiveness theory Assimilative ----------------------------------------------------Distinctive

  14. Two motives • Need for accuracy  informative influence • Need for belonging (acceptance)  normative influence

  15. Need for accuracy Informational social influence • Psychological experiences are subjective • People around you may provide us with information • They achieve objective reality when verified by others. Echterhoff et al. (2009). Shared reality. Persp Psy Sci.

  16. Evidence: Autokinetic Effect

  17. Autokinetic Effect When tested alone again after group exposure, subjects still gave the same estimate! Perception changed permanently.

  18. In real life • Sweet water, Mumbai (2006) • Monkey Man, Delhi (2001) • Hindu milk miracle, Delhi (1995) • Penis shrinkage, Singapore (1967) • Rumors, UFOs, spirits, etc.

  19. Need for belonging Normative social influence • Humans are social beings. • Being accepted feels good

  20. Evidence: Asch’s line study 76% conformed to the wrong answer!

  21. However… When asked to write down results (instead of voicing out), 13% wrong answer

  22. Why does seed money work? “If you want to be sneaky, put in a $5 or $10 bill, to make them think that other people before them have been very generous, so they should too!” ‒ How to be a street musician in Wikihow

  23. Two types of norms Descriptive norms (“is”) Injunctive norms (“should”) “You ought to come to class on time [otherwise you will break the instructor’s heart].” A moral imperative Culturally approved • "If everyone is doing or thinking or believing it, it must be a sensible thing to do or think or believe.” Cialdini et al. (1991). A focus theory of normative conduct. Adv Exp Soc Psy.

  24. Focus theory of normative conduct Core idea: Norms influence behaviors, but they are not always salient Therefore: Salient norms  Behavior Cialdini et al. (1991). A focus theory of normative conduct. Adv Exp Soc Psy.

  25. Evidence: Activating descriptive norms

  26. Evidence: Activating descriptive norms "HELP SAVE THE ENVIRONMENT. You can show your respect for nature ... by reusing your towels during your stay" +34% towels reused "JOIN YOUR FELLOW GUESTS IN HELPING TO SAVE THE ENVIRONMENT. Almost 75% of guests who are asked to participate in our new resource savings program do help by using their towels more than once ..."

  27. One problem with descriptive norms • “Many people are doing this undesirable thing” • “Many people are doing this.” Wouldn’t I be losing out by not doing it???

  28. The Boomerang Effect Type of Norms Used Current Household Energy Use Same goes for campus drinking Schultz et al. (2007). The constructive, destructive, and reconstructive power of social norms. Psy Sci.

  29. What happens to nonconformists? Nonconformist show more emotional reactivity in the brain (amygdala) in a mental rotation task

  30. What happens to nonconformists? • They are sometimes ostracized, ridiculed, punished, etc. (recall the opening quote) • At international level too e.g., sanctions against Iran, N Korea, Cuba

  31. Culture and Conformity in Asch’s “line study” 25% 37%

  32. Beyond collectivism vs. individualism Tight and loose cultures • Tight: Strong norms, low tolerance of deviant behavior • Loose cultures: Weak norms, high tolerance of deviant behavior Gelfand et al. (2011). Differences between tight and loose cultures: A 33-nation study. Science.

  33. Measurement: 6 items • “There are many social norms that people are supposed to abide by in this country” • “In this country, if someone acts in an inappropriate way, others will strongly disapprove” • “People in this country almost always comply with social norms.” T

  34. Tightness Index Gelfand et al. (2011). Differences between tight and loose cultures: A 33-nation study. Science.

  35. What will tightness predict? -.45 -.53 .47 .77 -.37 .41 .37-.54 .48 ?? Gelfand et al. (2011). Differences between tight and loose cultures: A 33-nation study. Science. Chua et al. (2015). Cultural tightness, cultural distance, and global creative work. Admin Sci Quart.

  36. Is it merely top-down? • No. It’s bottom-up as well. People feel a need to regulate private behaviors as well • Participants rated the appropriateness of 12 behaviors (i.e., argue, eat, laugh, curse/swear, kiss, cry, sing, talk, flirt, listen to music, read newspaper, bargain) across 15 situations (i.e., bank, doctor’s office, job interview, library, funeral, classroom, restaurant, public park, bus, bedroom, city sidewalk, party, elevator, workplace, movies) • Results: __________________________

  37. Gelfand’s systems model The ecology of the country shapes looseness and tightness. Gelfand et al. (2011). Differences between tight and loose cultures: A 33-nation study. Science.

  38. But how would you explain this?

  39. About creativity • Nonconformity drives innovation • Nonconformity destabilizes • How can you foster creativity in a country?

  40. Summary • People want to understand the world • People want to be accepted • Conformity has implications not just at a personal level, but at a country-level too

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