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Social Influence (Conformity (Explanations (Evaluation - two process…

- - - - To agree in public and in private
    - - Want to be perceived to belong - accepting an attitude as right as they want to be accepted
      - Change of belief is often temporary
    - - Appear to agree but disagree in private
      - In order to be accepted
  - - - Need to be right
      - Need to be liked
    - - Informational social influence
        
        Looking for the majority group for info
        
        Genuinely believe the majority to be right
        
        (internalisation)
      - Normative social influence
        
        Wish to be liked by majority group so go along with them (compliance)
        
        Person has to believe they're being observed by the group
    - - Normative
        
        Schultz et al 2008
        
        Hotel guests - normative message (75% reuse towels)
        
        reduced towel use by 25%
        
        Humans shape their behaviour to fit in with reference group
      - Informational
        
        Wittenbrick and Henley '96
        
        People exposed to negative info about African Americans
        
        led to believe this info was the majority view
        
        Reported more negative beliefs about AA's
    - - X - NSI doesn't affect everyone in the same way
      - Y - Supporting evidence - Students high in need of affiliation are more likely to conform - NSI desire to be liked leads to conformity
      - Y - Lucas et al - Students conform to an incorrect answer when unsure of the right answer
      - X - Individual differences - little ISI in some, more in others. Doesn't explain why
      - X - Both processes can be involved at the same time
      - NSI and ISI present less when dissenting ppts involved
- - - - 24 students picked and randomly assigned to 'guard' or 'prisoner'
      - Prisoners 'arrested and booked in - had basic rights (3 meals, 3 toilet visits 2 family visits)
      - Test conformity to social roles
      - Guards given uniforms, clubs, whistles and relfective glasses
    - - Guards became increasingly abusive - some offered 'overtime'
      - Ppts appeared to forget this was a study
      - Ppts acted in role even when unwatched
      - 5 prisoners released early due to anxiety/anger (extreme)
      - Study terminated after 6 days as the study didn't justify the abuse
      - Demonstrated ppts conforming to social roles
    - - Demand characteristics - guards claimed they were acting
      - Lacks ecological validity - can't be generalised
      - Lacks population validity - male US students
      - Changed way prisons are run
      - Lack of informed consent - ppts weren't protected from psychological harm - ethical concerns
      - Led to formal recognition of ethical guidelines
  - - - Real ppt always 2nd to last
      - Confederated gave wrong answer on 12/18 questions
      - Took turns to call out which line was the longest (123 male US undergraduates)
    - - Average conformity rate 33%
      - Individual differences
      - 1/4 didn't conform on any trials
      - Control - ppts gave wrong answers 1% of the time
      - Most ppts said they still disagreed in private (compliance)
    - - High internal validity
      - Deception involved however thorough debrief given
      - Supports NSI
      - Lacks ecological validity
      - Lacks population validity
      - Lacks temporal validity
        
        perrin and spencer
    - - Unanimity of majority
      - Difficulty of task
      - Group size
- - - - Procedure
        
        One pts, 2 confederates. The ppt is the learner
        
        Give increasing 'electric shocks' when answer is wrong
        
        Told study about how punishment affects learning
        
        At 300v the 'learner' screamed out and
        from then on didn't answer any questions
      - Findings