copyright © allyn and bacon 2005 1 chapter 6 social influence this multimedia product and its...

Copyright © Allyn and Bacon 20051

Chapter 6Chapter 6

Social InfluenceSocial Influence

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Have you ever:

Asked a friend what was appropriate to wear to a dinner, party, or wedding?

Agreed to buy something you didn’t want?

Agreed to attend a social event because someone else asked you to?

Changed your behavior in response to a direct order from a police officer, parent, teacher, or school official?

Have you ever:

Asked a friend what was appropriate to wear to a dinner, party, or wedding?

Agreed to buy something you didn’t want?

Agreed to attend a social event because someone else asked you to?

Changed your behavior in response to a direct order from a police officer, parent, teacher, or school official?


Chapter OutlineChapter Outline

Categories of Social Influence: Conformity, Compliance, and Obedience

Goals of Social Influence:

Choosing Correctly

Gaining Social Approval

Being Consistent with Commitments

Categories of Social Influence: Conformity, Compliance, and Obedience

Goals of Social Influence:

Choosing Correctly

Gaining Social Approval

Being Consistent with Commitments



Social influence –a change in overt behavior caused by real or imagined pressure from others

Social influence –a change in overt behavior caused by real or imagined pressure from others


Categories of Social InfluenceCategories of Social Influence

Conformity –changing one’s behavior to match the responses or actions of others (no pressure necessarily)

Conformity –changing one’s behavior to match the responses or actions of others (no pressure necessarily)



Compliance –changing one’s behavior in response to a direct request

Compliance –changing one’s behavior in response to a direct request



Obedience –changing one’s behavior in response to a directive from an authority figure

Obedience –changing one’s behavior in response to a directive from an authority figure


A1 2 3

What would you say if you were in a group of 6 others, and all agreed the answer was 3?

Conformity: Asch’s Research on Group Influence


Which of the lines on the left most closely matches line A on the right?

Which of the lines on the left most closely matches line A on the right?


A1 2 3

But 75% went against their own eyes at least once if the group gave a wrong answer.



When alone, 95% of participants got all the answers correct.

When alone, 95% of participants got all the answers correct.




Conclusion: People faced with strong group consensus sometimes go along even though they think the others may be wrong.

Conclusion: People faced with strong group consensus sometimes go along even though they think the others may be wrong.


ComplianceCompliance

Someday he will ask you for a favor. (Reciprocation)


Compliance: The “Foot-in-the-Door” Technique


Foot-in-the-door technique –a technique which increases compliance with a large request by first getting compliance with a smaller, related request

Foot-in-the-door technique –a technique which increases compliance with a large request by first getting compliance with a smaller, related request




Example:

People are first asked to wear a tiny button supporting a worthy cause;

Later they are asked to put a billboard on their lawn.

Example:

People are first asked to wear a tiny button supporting a worthy cause;

Later they are asked to put a billboard on their lawn.


Focus on Method: Participant Observation


Participant observation –a research approach in which the researcher infiltrates the setting of interest to examine it from within

Participant observation –a research approach in which the researcher infiltrates the setting of interest to examine it from within




Cialdini used participant observation to study influence techniques used by successful compliance pros.

He enrolled in the training programs of a broad range of professions: sales, advertising, public relations, recruitment.

Cialdini used participant observation to study influence techniques used by successful compliance pros.

He enrolled in the training programs of a broad range of professions: sales, advertising, public relations, recruitment.




These observations suggested six widely used and successful influence principles:

Reciprocation

Commitment/Consistency

Authority

Social Validation

Scarcity

Liking/Friendship

These observations suggested six widely used and successful influence principles:

Reciprocation

Commitment/Consistency

Authority

Social Validation

Scarcity

Liking/Friendship


CommitmentCommitment


Appeal to AuthorityAppeal to Authority


ScarcityScarcity


Liking/Friendship (Similarity)Liking/Friendship (Similarity)


Obedience: Milgram’sShock(ing) ProcedureObedience: Milgram’sShock(ing) Procedure

What would you do if an experimenter studying “the effects of punishment on memory” asked you to deliver painful electric shocks to a fellow participant?

What if the other participant was a middle-aged man who had been treated for a heart condition?

What would you do if an experimenter studying “the effects of punishment on memory” asked you to deliver painful electric shocks to a fellow participant?

What if the other participant was a middle-aged man who had been treated for a heart condition?


Shock GeneratorCaution

Amps

On

Intensity Resistance

Amp Meter

SlightShock

ModerateShock

StrongShock

VeryStrongShock

IntenseShock

ExtremeShock

Danger XXX

Slight Shock

Moderate Shock

Strong ShockVery Strong

ShockIntenseShock

Extreme Shock

DangerXXX

esearchesearch Milgram’s ShockGenerator

Milgram’s ShockGenerator



Amps

On


Amp Meter

SlightShock

ModerateShock

StrongShock

VeryStrongShock

IntenseShock

ExtremeShock

Danger XXX

“Ugh!”“Hey! This Really Hurts!”“That’s All! Get me out of here!

I told you I had heart trouble.My heart is starting to bother me now!

Get me out of here, please! ….Let me out!”

“Let me out of here! Let me out of here!My heart’s bothering me!…

You have no right to hold me here!Let me out! Let me out! Let me out!”

esearchesearch

…silence...Experimenter:

“Treat no response as a wrong response.Deliver the next higher level of shock.”

Statements ByShock Recipient:

Statements ByShock Recipient:



Amps

On


Amp Meter

SlightShock

ModerateShock

StrongShock

VeryStrongShock

IntenseShock

ExtremeShock

Danger XXX

All ObeyedAll StillObeying

All StillObeying

All StillObeying

1 of 4Stopped

1 of 8 moreStopped

Over 60% Still Obedient

esearchesearch How Many Obeyed?How Many Obeyed?


100% 100%

80%80%

60%60%

40%40%

20%20%

0% 0%

ResearcherCommandsMore Shock

ResearcherCommandsMore Shock

Obedience ToAuthority

Obedience ToAuthority

esearchesearch

FellowSubjectCommandsMore Shock

FellowSubjectCommandsMore Shock

VictimCommandsMore Shock

VictimCommandsMore Shock

TwoResearchersIssueContraryCommands

TwoResearchersIssueContraryCommands

65%65%

20%20%

0%0% 0%0%Per

cent

Obe

dien

tP

erce

nt O

bedi

ent

Results suggest it is the authority’s orders that were crucial (and not other

factors such as participant aggressiveness)


The Goals of Social InfluenceThe Goals of Social Influence

People yield to social influence to achieve one or more of three basic goals:

To choose correctly

To gain social approval

To be consistent with commitments

People yield to social influence to achieve one or more of three basic goals:

To choose correctly

To gain social approval

To be consistent with commitments


Choosing CorrectlyChoosing Correctly

We have a motive for competence (to master our environments for rewards and resources).

To be competent, we must make correct choices.

We have a motive for competence (to master our environments for rewards and resources).

To be competent, we must make correct choices.


AuthorityAuthority

Authority figures can be very influential because they are often experts.

Following their directions can provide a shortcut to choosing correctly.

Expert power –the capacity to influence that flows from one’s presumed wisdom or knowledge

Authority figures can be very influential because they are often experts.

Following their directions can provide a shortcut to choosing correctly.

Expert power –the capacity to influence that flows from one’s presumed wisdom or knowledge


Social ValidationSocial Validation

Social validation –an interpersonal way to locate and validate the correct choice

People frequently look to the behavior of similar others for social validation.

The larger the number of people performing the behavior, the more persuasive it is.

Social validation –an interpersonal way to locate and validate the correct choice

People frequently look to the behavior of similar others for social validation.

The larger the number of people performing the behavior, the more persuasive it is.


UncertaintyUncertainty

In ambiguous situations, people tend to rely on information provided by others.

Sherif asked students to judge the apparent movement of a stationary light on a wall (autokinetic effect).

Judgments were strongly influenced by what other group members said.

In ambiguous situations, people tend to rely on information provided by others.

Sherif asked students to judge the apparent movement of a stationary light on a wall (autokinetic effect).

Judgments were strongly influenced by what other group members said.


Consensus and SimilarityConsensus and Similarity

We are especially likely to follow the behavior of others when:

there is strong consensus among the others (example: a large group all agrees that the shorter line is the longest one)


there is strong consensus among the others (example: a large group all agrees that the shorter line is the longest one)


Consensus and SimilarityConsensus and Similarity


the others are highly similar to us

Example: “copycat” suicides involve individuals similar in age and sex to the victim in highly publicized cases.


the others are highly similar to us

Example: “copycat” suicides involve individuals similar in age and sex to the victim in highly publicized cases.


Uncertainty and theDesire for AccuracyUncertainty and theDesire for Accuracy

Robert S. Baron, Joseph Vandello, and Bethany Brunsman (1996) asked students to choose a criminal suspect from a line-up.Some saw the pictures so quickly it was

hard to be certain about their conclusions,

Others had ample time to be certain.

Robert S. Baron, Joseph Vandello, and Bethany Brunsman (1996) asked students to choose a criminal suspect from a line-up.Some saw the pictures so quickly it was

hard to be certain about their conclusions,

Others had ample time to be certain.


Uncertainty and the Desire for Accuracy

Uncertainty and the Desire for Accuracy

Some were motivated to be accurate with the promise of a $20 prize,

Others had no incentive.

Some were motivated to be accurate with the promise of a $20 prize,

Others had no incentive.


50% 50%

Uncertainty and Desire for Accuracy

40%40%

30%30%

20%20%

10%10%

0% 0%

LOWLOW

esearch esearch

Importance of AccuracyImportance of Accuracy

HIGHHIGH

Per

cent

Con

form

ing

Per

cent

Con

form

ing

When participants were certain,

motivation to be accurate

DECREASED conformity

When participants were uncertain of their own

judgments, motivation to be accurate INCREASED

conformity


Gaining Social ApprovalGaining Social Approval

Sometimes being factually correct may make us unpopular.

Groups put strong pressure on those with deviant positions.

Sometimes being factually correct may make us unpopular.

Groups put strong pressure on those with deviant positions.


Social Norms: Codes of ConductSocial Norms: Codes of Conduct

Descriptive norms –norms that define what behaviors are typically performed

Example: Most college students dress casually for classes.

Descriptive norms –norms that define what behaviors are typically performed

Example: Most college students dress casually for classes.



Injunctive norms –norms that define what behaviors are typically approved or disapproved

Example: It is inappropriate to wear a bathing suit to most classes.

Injunctive norms –norms that define what behaviors are typically approved or disapproved

Example: It is inappropriate to wear a bathing suit to most classes.



Norm of reciprocity –the norm that requires that we repay others with the form of behavior they have given us.

Norms of Obligation across Cultures: page 205

Norm of reciprocity –the norm that requires that we repay others with the form of behavior they have given us.

Norms of Obligation across Cultures: page 205



Cultural norms of reciprocity –Market-based

Family-based

Friendship-based

System-based

Influenced by the person/situation dynamic.

Cultural norms of reciprocity –Market-based

Family-based

Friendship-based

System-based

Influenced by the person/situation dynamic.



The door-in-the-face technique works by asking for a large favor and then retreating to a smaller favor. This second request is typically

accepted because the concession seems like a favor.

Thus, this technique capitalizes on the reciprocity norm.

The door-in-the-face technique works by asking for a large favor and then retreating to a smaller favor. This second request is typically

accepted because the concession seems like a favor.

Thus, this technique capitalizes on the reciprocity norm.



The that’s-not-all technique works by

making an initial offer, and then

just before the target responds, enhancing the offer.

The enhancement is designed to seem like a favor, and capitalize on reciprocity.

The that’s-not-all technique works by

making an initial offer, and then

just before the target responds, enhancing the offer.

The enhancement is designed to seem like a favor, and capitalize on reciprocity.


Desire for ApprovalDesire for Approval

Certain individuals are very concerned with social approval and seem highly motivated to gain the respect of those around them.

Researchers have found that these individuals tend to adopt the voice patterns of interaction partners. (Larry King, page 195)

Certain individuals are very concerned with social approval and seem highly motivated to gain the respect of those around them.

Researchers have found that these individuals tend to adopt the voice patterns of interaction partners. (Larry King, page 195)


Collective Sense of SelfCollective Sense of SelfIndividualists define themselves in

personal and individualized terms, focusing on features that distinguish them from others (example: I am a tall bassoon player).

Collectivists define themselves in terms of the groups to which they belong (example: I am a Muslim family man). Page 205

Individualists define themselves in personal and individualized terms, focusing on features that distinguish them from others (example: I am a tall bassoon player).

Collectivists define themselves in terms of the groups to which they belong (example: I am a Muslim family man). Page 205


Resistance (Reactance theory)Resistance (Reactance theory)

Certain factors cause people to resist social influence; “omega forces” p. 207

Disrupt-then-reframe technique –a tactic that operates to increase compliance by disrupting one’s initial, resistance-laden view of a request and quickly reframing the request in more favorable terms

Certain factors cause people to resist social influence; “omega forces” p. 207

Disrupt-then-reframe technique –a tactic that operates to increase compliance by disrupting one’s initial, resistance-laden view of a request and quickly reframing the request in more favorable terms


Who’s Strong Enough toResist Strong Group Norms?

Who’s Strong Enough toResist Strong Group Norms?

Even strong group norms (e.g. about drinking or smoking) may not influence a person’s behavior if

The person believes he or she has the ability to resist group norms.

The person does not identify strongly with the group.

Even strong group norms (e.g. about drinking or smoking) may not influence a person’s behavior if

The person believes he or she has the ability to resist group norms.

The person does not identify strongly with the group.


Factors Affecting Social ApprovalOthers’ Appeal

Factors Affecting Social ApprovalOthers’ Appeal

We are more likely to “go along to get along” when the person attempting to influence us is appealing due to:

1. Physical attractiveness (good looking fundraisers generated 42% vs. 23%)

2. Shared group membership (“I’m a student too” doubles donations from students)

We are more likely to “go along to get along” when the person attempting to influence us is appealing due to:

1. Physical attractiveness (good looking fundraisers generated 42% vs. 23%)

2. Shared group membership (“I’m a student too” doubles donations from students)


Factors Affecting Social Approval Public Observability

Factors Affecting Social Approval Public Observability

When their own responses will be observed by other group members, people agreed more with group-judgments of:

Whether a color patch is green or blue

Whether a cup of coffee is tasty

How to handle racist propaganda

When their own responses will be observed by other group members, people agreed more with group-judgments of:

Whether a color patch is green or blue

Whether a cup of coffee is tasty

How to handle racist propaganda


Focus on Application: Doing Wrong by Trying to Do Right

Focus on Application: Doing Wrong by Trying to Do Right

When health educators focus attention on a problem (such as drug use or smoking), they may inadvertently focus attention on the prevalence of that problem.

This may suggest that the problem behavior is common (Wow! Everybody’s using drugs).

It is more effective to emphasize that the unwanted behavior is uncommon.

When health educators focus attention on a problem (such as drug use or smoking), they may inadvertently focus attention on the prevalence of that problem.

This may suggest that the problem behavior is common (Wow! Everybody’s using drugs).

It is more effective to emphasize that the unwanted behavior is uncommon.


Being Consistent With Commitments

Being Consistent With Commitments

Personal commitments tie an individual’s identity (or self-image) to a position or course of action, making it more likely that he or she will follow through.

Personal commitments tie an individual’s identity (or self-image) to a position or course of action, making it more likely that he or she will follow through.


Commitment-Initiating TacticsCommitment-Initiating Tactics

The Foot-in-the-Door Technique

The Low-Ball Technique

The Bait and Switch Technique

Labeling Technique

The Foot-in-the-Door Technique

The Low-Ball Technique

The Bait and Switch Technique

Labeling Technique


The Foot-in-the-Door TechniqueThe Foot-in-the-Door Technique

Compliance with the initial request changes one’s self-image to be consistent with that first favor.

It would be inconsistent with this image to refuse the second request.

Compliance with the initial request changes one’s self-image to be consistent with that first favor.

It would be inconsistent with this image to refuse the second request.


Foot-in-the-Door

FIRST STEP SECOND STEP

Low-Ball

Bait and Switch

Labeling

TACTIC


Gain Target’s Compliance With a Small

Request

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

example: “Would you

sign a petition to help feed starving ex-

CEOs of dot.coms?”


Gain Target’s Compliance With a Small

Request

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Would you sign a petition to

help feed starving ex-

CEOs of dot.coms?

Make A Related, Larger Request

“Would you work for 2 wks. in the CEO soup kitchen?”


The Low-Ball TechniqueThe Low-Ball Technique

After making an active choice for something, people take “mental possession” of it and it becomes part of their self-concept.

It is often easier to continue with the commitment than to change the self-concept.

After making an active choice for something, people take “mental possession” of it and it becomes part of their self-concept.

It is often easier to continue with the commitment than to change the self-concept.


Get an Agreement to a

Specific Arrangement

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Get Customer to Agree to Buy a New Car for

$15,000


Get an Agreement to a

Specific Arrangement

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Get Customer to Agree to Buy a New Car for

$15,000

SECOND STEP

Change The Terms of The Arrangement

“Oh, you wanted tires and seats?

Then that’ll be $15,999.”


The Bait and Switch TechniqueThe Bait and Switch Technique

The Bait and Switch gets people to accept a deal they would have dismissed if it had been offered first.

It works by getting people to make a commitment to a general course of action (e.g., buying a new stereo).

The Bait and Switch gets people to accept a deal they would have dismissed if it had been offered first.

It works by getting people to make a commitment to a general course of action (e.g., buying a new stereo).


Advertise a Low Price on a New

Stereo

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Spur The Target to Take

a Course of Action


Advertise a Low Price on a New

Stereo

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Spur The Target to Take

a Course of Action

SECOND STEP

“That stereo is no longer

available, but just $99 more

buys this beauty!”

Describe Course as Unwise, Suggest

Alternative


Labeling TechniqueLabeling Technique

The label (e.g. “you are generous”) activates a favorable self-image.

This motivates the person to act in ways that are consistent with that self-image (to be generous).

The label (e.g. “you are generous”) activates a favorable self-image.

This motivates the person to act in ways that are consistent with that self-image (to be generous).


“You Are A Very Generous

Person!”

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Assign The Target a Trait

Label


“You Are A Very Generous

Person!”

Foot-in-the-Door


Low-Ball

Bait and Switch

Labeling

TACTIC

Assign The Target a Trait

Label

SECOND STEP

“Say, can you contribute to

the college teachers fund?”

Seek Compliance

With a Label- Consistent

Request


Harnessing Existing Commitments

Harnessing Existing Commitments

Certain commitments reside within a person in the form of existing values.

Marketers who create links between our personal values and their products will likely have us as long-term customers.

Cults often connect their messages to prevalent personal values (examples: peace, justice, spiritual growth).

Certain commitments reside within a person in the form of existing values.

Marketers who create links between our personal values and their products will likely have us as long-term customers.

Cults often connect their messages to prevalent personal values (examples: peace, justice, spiritual growth).


Active andPublic Commitments


One way people come to perceive and define themselves is through an examination of their actions.

Like active commitments, public commitments—especially when freely chosen—lead to consistent future behavior because they alter self-image.

One way people come to perceive and define themselves is through an examination of their actions.

Like active commitments, public commitments—especially when freely chosen—lead to consistent future behavior because they alter self-image.




Students in one experiment were asked to judge lines in an Asch-type experiment.

Before hearing group members make erroneous judgments,

Some privately wrote down their judgments (Active Commitment Only)

Others wrote their judgments and gave them to the experimenter (Active plus Public Commitment).

Students in one experiment were asked to judge lines in an Asch-type experiment.

Before hearing group members make erroneous judgments,

Some privately wrote down their judgments (Active Commitment Only)

Others wrote their judgments and gave them to the experimenter (Active plus Public Commitment).


100% 100%

80%80%

60%60%

40%40%

20%20%

0% 0%

COMMITMENTCOMMITMENT

Public Commitments esearchesearch

Neither Active nor

public

Neither Active nor

public

% S

tick

ing

w. O

rig.

Jud

gmen

t%

Sti

ckin

g w

. Ori

g. J

udgm

ent

Deutsch & Gerard, 1955

Of those who made NO COMMITMENT to their

original decisions, only about half stuck with them

in the face of group pressure


100% 100%

80%80%

60%60%

40%40%

20%20%

0% 0%



Neither Active nor

public

Neither Active nor

public

Active Only

Active Only%

Sti

ckin

g w

. Ori

g. J

udgm

ent

% S

tick

ing

w. O

rig.

Jud

gmen

tMaking a PRIVATE

COMMITMENT increased the likelihood of sticking to

the original correct judgment



100% 100%

80%80%

60%60%

40%40%

20%20%

0% 0%



Active Only

Active Only

Active Plus Public

Active Plus Public%

Sti

ckin

g w

. Ori

g. J

udgm

ent

% S

tick

ing

w. O

rig.

Jud

gmen

tMaking the commitment

PUBLIC further increased the likelihood of resisting

group pressure

Neither Active nor

public

Neither Active nor

public



Men, Women, and Public Conformity


Men in some studies have conformed less when they knew their judgments would be made public (e.g., Eagly, Wood, & Fishbaugh, 1981).

Why?

Men in some studies have conformed less when they knew their judgments would be made public (e.g., Eagly, Wood, & Fishbaugh, 1981).

Why?




Roy Baumeister and Kristin Sommer (1997) suggest:

Both sexes are motivated to be accepted by their groups

But men aim to be accepted by demonstrating independent, leadership qualities.

Roy Baumeister and Kristin Sommer (1997) suggest:

Both sexes are motivated to be accepted by their groups

But men aim to be accepted by demonstrating independent, leadership qualities.


Changing Behavior Through Use of the “Big Lie”

Changing Behavior Through Use of the “Big Lie”

The Goebbel’s technique – a policy of persons in authority repeating a falsehood over and over until it is taken to be the truth.

Also known as argumentum ad nauseam “We know there are weapons of mass destruction”.

The Goebbel’s technique – a policy of persons in authority repeating a falsehood over and over until it is taken to be the truth.

Also known as argumentum ad nauseam “We know there are weapons of mass destruction”.

copyright © allyn and bacon 2005 1 chapter 6 social influence this multimedia product and its...

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