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SOCIAL FORCES INFLUENCE HOW WE: THINK SEE FEEL KNOW

SOCIAL FORCES INFLUENCE HOW WE: THINK SEE FEEL KNOW. Basic Social Psychology Principles: A) SOCIAL COMPARISON: SOCIAL REALITY CONSENUAL VALIDATION SELF-GENERATED REALITY & SELF-FULFILING PROPHECY C) FUNDEMENTAL ATTRIBUTION ERROR. SOCIAL INFLUENCE:

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SOCIAL FORCES INFLUENCE HOW WE: THINK SEE FEEL KNOW

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  1. SOCIAL FORCES INFLUENCE HOW WE: THINK SEE FEEL KNOW

  2. Basic Social Psychology Principles: • A) SOCIAL COMPARISON: • SOCIAL REALITY • CONSENUAL VALIDATION • SELF-GENERATED REALITY & SELF-FULFILING PROPHECY • C) FUNDEMENTAL ATTRIBUTION ERROR

  3. SOCIAL INFLUENCE: HOW PEOPLE ARE INFLUENCED BY THE ACTUAL, IMAGINED, OR IMPLIED PRESENCE OF THERES (ALLPORT). SOCIAL INFLUENCE IS ONE OF THE GREAT, GREAT INFLUENCES IN NATURE … TREMENDOUSLY POWERFUL … YET YOU CAN'T SEE IT" (ELLEN BERSCHEID).

  4. CONFORMITY QUOTES THAT SO FEW NOW DARE TO BE ECCENTRIC, MARKS THE CHIEF DANGER OF OUR TIME. --- JOHN STUART MILL “THAT WE HAVE FOUND THE TENDENCY TO CONFORM IN OUR SOCIETY SO STRONG THAT REASONABLY INTELLIGENT AND WELL-MEANING YOUNG PEOPLE ARE WILLING TO CALL WHITE BLACK IS A MATTER OF CONCERN. IT RAISES QUESTIONS ABOUT OUR WAYS OF EDUCATION AND ABOUT THE VALUES THAT GUIDE OUR CONDUCT.” --- ASCH, 1955, P. 34

  5. SOCIAL INFLUENCE INFORMATIVE(e.g., Sherif’s Research) NORMATIVE (e.g., Asch’s Research)

  6. SHERIF’S AUTOKINETIC STUDIES MOVEMENTIN INCHES SUBJECT 1 SUBJECT 2 SUBJECT 3 7 6 5 4 3 2 1 ALONE 1 2 3

  7. NORMALIZATION • DIVERSITY OF OPINION (INDIVIDUAL DIFFERENCES) • INFLUENCE OF OTHERS (ESTABLISHMENT OF NORMS) • INFLUENCE OF DEVIANT OPINION(S); INNOVATION

  8. FACTORS AFFECTING CONFORMITY • PERSONALITY (E.G., SELF-ESTEEM, AUTHORITARIAN) • GENDER (TYPE OF TASK) • GROUP SIZE (4-PERSON GROUP VS. TWO 2-PERSON GROUPS) • GROUP ATTRACTIVENESS • GROUP COHESIVENESS • COMMITMENT TO ONE’S OPINION • SOCIAL SUPPORT

  9. % ERRORS CONFORMITY LEVELS AS A FUNCTION OF GROUP SIZE 60 50 40 30 20 10 CONFORMITY LEVELS DID NOT INCREASE SIGNIFICANTLY AFTER THE GROUP SIZE WAS MORE THAN 4 OR 5 PEOPLE 1 2 3 4 5 6 7 8 9 10 11 12 13 14 NUMBER OF PEOPLE DISAGREEING WITH SUBJECT

  10. CONFORMITY AS A FUNCTION OF ACCEPTANCE BY A GROUP 3.5 3.0 2.5 2.0 HIGH AVERAGE LOW VERY LOW GROUPS PRIOR RATING OF SUBJECTS DESIREABILITY CONFORMITY WAS GREATEST AMONG PEOPLE WHO BELIEVED THE GROUP RATED THEM AS AVERAGE IN DESIREABILITY

  11. COMFORMITY AS A FUNCTION OF COMMITMENT TO ONE’S OPINION THE GREATER THE LEVEL OF COMMITMENT, THE LESS CONFORMITY IN THE FACE OF GROUP PRESSURE 6 5 4 3 2 1 NONE MAGIC PAD PAPER PAPER & HAND IN COMMITMENT CONDITION

  12. OTHER CONFORMITY ISSUES • PUBLIC COMPLIANCE VERSUS PRIVATE INTERNALIZTION • CONFORMITY, ANTI-CONFORMITY, & INDEPENDENCE • INFLUENCE OF A DEVIATE (KEY IS CONSISTENCY OF OPINION & AVOID BEING SEEN AS RIGID)

  13. INFLUENCE OF MILGRAM’S STUDIES • NUMBER OF REPRINTS IN ANTHOLOGIES • TV DRAMA (10TH LEVEL) • MAGAZINE INTERVIEWS (E.G., ESQUIRE, HARPER’S • 60 MINUTES • BOOK (OBEDIENCE TO AUTHORITY)

  14. Public Announcement We Will Pay You $4.00 For One Hour of Your Time Persons Needed for a Study of Memory We will pay five hundred New Haven men to help us complete a scientific study of memory and learning. The study is being at Yale University. Each person who participates will be paid $4.00 (plus 50 cents carfare) for approximately one hour’s time, We need you for only one hour there are no further obligations. You may choose the time you would like to come(evenings, weekends, or weekdays). No special training, education, or experience is needed. We want: Factory workers Businessmen Construction workers City employees Clerks Salespeople Laborers Professional people White-collar workers Barbers Telephone workers Others All persons must be between the ages of 20 & 50. High school and college students cannot be used. Source: Adapted From Obedience to Authority: An Experimental View, 1974, by Stanley Milgram.

  15. OBEDIENCE QUOTES “IT IS SURPRISING HOW DIFFICULT IT IS FOR PEOPLE TO KEEP SITUATIONAL FORCES IN MIND, AS THEY SEEK A TOTALLY PERSONALISTIC INTERPRETATION OF OBEDIENCE, DIVORCED FROM THE SPECIFIC SITUATIONAL PRESSURES ACTING ON THE INDIVIDUAL” (MILGRAM, 1974). “ANY INTERPRETATION INVOLVING THE ATTACKER’S STRONG SADISTIC IMPULSES IS INADEQUATE. THERE IS NO EVIDENCE THAT THE MAJORITY OF THOSE WHO PARTICIPATED IN SUCH KILLINGS IS SADISTTICALLY INCLINED” (KELMAN, & HAMILTON, 1989, p.13, REGARDING THE MY LAI MASSACRE)

  16. EXPERIMENT # VARIATION RESULTS 1-4 PROXIMITY 65% OBEDIENCE 5 HEART PROBLEM (PROTESTS AT VARIOUS LEVELS) 65% OBEDIENCE 6 PERSONNEL CHANGE 50% OBEDIENCE 7 CLOSENESS OF AUTHORITY 22% OBEDIENCE* SUMMARY OF MILGRAM’S OBEDIENCE STUDIES

  17. 8 FEMALES AS SUBJECTS 65% OBEDIENCE 9 VICTIM'S CONTRACT 40% OBEDIENCE 10 INSTITUTIONAL CONTEXT, MOVE TO DOWNTOWN SITE 48% OBEDIENCE 11 SUBJECTS CHOOSE LEVEL 38/40 PICKED 15-150 LEVELS

  18. 12 LEARNER DEMANDS SHOCK; EXP. SAYS STOP All STOPPED 13 ORDINARY PERSON GIVES ORDERS 20% OBEDIENCE 13A S AS BYSTANDER, 16 REFUSED IN #13; ACCOMPLICE TAKES ROLE OF SHOCKER 69% ALLOWED OBEDIENCE 14 AUTHORITY AS VICTIM AT 150 ALL STOP

  19. 15 2 AUTHORITIES; EACH GIVE DIFFERENT COMMANDS 18/20 STOP 16 2 AUTHORITIES - 1 SERVES AS THE VICTIM 65% OBEDIENCE 17 2 PEERS - ONE ADMINISTRATOR 10% OBEDIENCE 18 PEERS GIVE SHOCK, S GIVEN A SUPPORT ROLE  93% REMAINED IN ROLE

  20. OTHER FACTORS AFFECTING OBEDIENCE RATES • SENSE OF URGENCY (TIME PRESSURE) • NO COMMUNICATION • STEP BY STEP INCREASES IN SHOCK LEVELS • STATE OF “AGENCY” (OTHERS ARE RESPONSIBLE)

  21. ETHICAL ISSUES • USE OF DECEPTION (LACK OF INFORMED CONSENT) • HARNFUL LONG-TERM EFFECTS TO PARTICIPANTS • ADEQUACY OF DEBRIEFING • THE RIGHT TO WITHDRAW (USE OF 4TH PROD)

  22. THE 4 PRODS • PLEASE CONTINUE, OR PLEASE GO ON. • THE EXPERIMENT REQUIRES THAT YOU GO ON. • IT IS ABSOLUTELY ESSENTIAL THAT YOU CONTINUE. • YOU HAVE NO OTHER CHOICE, YOU MUST GO ON.

  23. MILGRAM’S POSITION • UNDERSTANDING OF CRITICAL PHENOMENON • INSIGHT OF PARTICIPANTS • CRITICISM DUE TO NATURE OF FINDINGS • EVERY EFFORT TO DEBRIEF (PURPOSE OF STUDY, FOLLOW-UP REPORT & QUESTIONNAIRE, PSYCHIATRIC INTERVIEW 1 YEAR ALTER) • RESULTS UNEXPECTED • NO HARM TO PARTICIPANTS (ESPECIALLY LONG-TERM; MANY WOULD DO IT AGAIN)

  24. SIX UNIVERSAL INFLUENCE PRINCIPLES • RECIPROCITY • SCARCITY • AUTHORITY • COMMITMENT • LIKING • SOCIAL VALIDATION

  25. COMPLIANCE STRATEGIES STRATEGY PRINCIPLE POSITIVE MOODS MAKE REQUEST IN A POSITIVE SETTING INGRATIATION SAY FLATTERING THINGS FAVORS DO A SMALL FAVOR FOR TARGET FOOT-IN-THE-DOOR FOLLOW SMALL REQUEST WITH A MUCH LARGER ONE DOOR IN THE FACE FOLLOW A LARGE REQUEST WITH A SMALLER ONE LOW-BALL GET COMMITMENT ON FAVORABLE TERMS & CHANGE CONDITIONS REACTANCE GET COMMITMENT BY LIMITING CHOICE

  26. INGRATIATION He did something that, on the face of it, seems foolish and costly. Each month he sent every one of his more than 13,000 former customers a holiday greeting card containing a printed message. The greeting card changed from month to month (e.G., “Happy new year,” happy thanksgiving”) but the message printed on the face of the card never varied. It read, “I like you.” (Cialdini, 1988, p. 166).

  27. Foot in the Door • Procedure: Small 1st request, followed by a larger 2nd request • Key Points: • 2nd request can be made by a different person • 2nd request can be on a different issue • Performing the 1st request is not essential. Agreeing to do it is sufficient • Principle: Commitment (Self-perception)

  28. Door in the Face • Procedure: Very large 1st request (refused), followed by a smaller request. • Key Points: • Both requests must be made by the same person • Perception of a concession/negotiation • Feeling of satisfaction within target • Principle: Reciprocity

  29. That’s Not All • Procedure: • Give original cost, then reduce it before the target responds • Give original cost, then add something “extra” before the target responds • Principle: Reciprocity

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