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SOCIAL INFLUENCE - Coggle Diagram
SOCIAL INFLUENCE
MILGRAMS OBEDIENCE STUDY
recruited 40 males 20-50 years, jobs ranged from unskilled to professional
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learner strapped in a chair with electrodes, learner told to give increasing higher shock each time the learner got an answer wrong. the shocks were not real.
started at 15 and rose to 450. when. it got to 300, the learner pounded on the wall and then gave no response thereafter.
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FINDINGS
no participant stopped below 300 volts, 12.5% stopped at 300 volts., 65% continues to the highest level
qualitative data also collected- extreme tension- sweat tremble stutter groan- three even had seizures.
all participants were debriefed, assured their behaviour was entirely normal. 84% reported that they felt glad to have participated.
EVALUATION
low internal validity
holland argues that participants acted the way they did because they did not believe that the shocks were real
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however a similar study was conducted where real shocks were given to a puppy. 100% of the females delivered what they thought to be a fatal shock. this suggests that milligrams study was genuine because people behaved the same way with real shocks.
Good external validity
milgram argued that the lab environment accurately reflected wider authority relationships in real life. Other research supports this argument.
studied nurses on a hospital ward and found that levels of obedience to unjustified demands by doctors were very high. (21 out of 22 obeying)
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ethical issues.
milgram led the participants to believe that the allocation of roles were random however they were fixed.
most significant deception involved was leading the participants to believe that the shocks were real when they were intact fake
MINORITY INFLUENCE
refers to situations where one person or a small group of people influences the beliefs and behaviour of the people. This is distinct from conformity where the majority is doing the influencing.
CONSISTENCY- consistency in the minority's views increases the interest of the majority, This consistency might be the agreement between people in the minority group, or they may be saying thee same thing over an amount of time. Makes others rethink their own point of view.
COMMITMENT- sometimes minorities engage in. extreme activities to draw attention to their views. this demonstrates commitment and majority group members pay more attention. augmentation principle
FLEXIBILITY
FLEXIBILITY members of the minority need to be prepared to adapt and accept reasonable and valid counter arguments- repeating the same argument and behaviours can be seen s rigid and inflexible.
process of change- if your hear something new you might think about it- especially if the source is consistent and passionate. over time increasing number changes from majority to minority- snowball effect, gradually the minority becomes the majority.
EVALUATION
six people asked to identify between green and blur slides, in each group there was 2 confederates who consistently said the slides were green on two thirds of the trials. 32% gave the same answer as the minority on at least one trial.
a second group was exposed to an inconsistent minority and the agreement fell to 1.25%. in a control group with no confederates they got this wrong on just 0.25% of the trial.
wood et al carried out a meta analysis of almost 100 similar studies and found that minorities who were see as constant were most influential. this suggests that consistently is a major factor in minority influence.
artificial tasks. a limitation of minority influence is that the tasks involved lack external validity as they are not reflective of real life.
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