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Social Impact Theory (What? (Latane 1982, an alternative explanation to…
Social Impact Theory
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Principles
1) more people present = more influence and the more important the people are to the person = greater influence
2) impact increases as people increase but rate of increase decreases as each new individual is added
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Strengths
Evidence in support
milgram's results showed that with peer support, there was less obedience
has predictive power in terms of how individuals within a group will obey each other: presets extremist behaviour
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Weaknesses
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a general theory: focuses on social influence NOT issues around group behaviour and obedience in particular
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Social force
When strength, numeracy and immediacy exert pressure to cause a change in behaviour
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Number: more people, increased social force
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