Social Influence and Groups
Influence is what social psychologists refer to when they're interested in how a group alters the behavior and attitudes of its members. In any human interaction, there's a tendency for individuals to be influenced. Social influence surrounds us, constantly shaping and reshaping our attitudes, opinions, beliefs, values, and behavior. So, in brief, social influence is observed when the actions of an individual or group affect the way others behave.
Conformity: Following What Others Do
Conformity is the main glue that holds society together. To live in a social world, we must get along with others. There's a lot of pressure to conform to accepted norms of behavior. In fact, those who consistently refuse to conform to social norms are said to be deviant. That is, they deviate, or differ, from accepted behavioral standards. Solomon Asch conducted classic experiments designed to study the power of conformity. Asch's findings showed us that most people tend to conform at least some of the time, even accepting group judgments they privately see as wrong. Interestingly, some people will agree with an obviously incorrect appraisal and convince themselves that it's right!
Rather shocking findings emerged from a famous "prisoner" and "guard" role-play experiment conducted at Stanford University. Zimbardo's research offers an extreme example of pressure on people to conform to social role expectations.
Among other things, his studies can help us understand how and why presumably normal and decent people were swept along in the social currents surrounding Adolph Hitler's rise to power in the 1930s.
Compliance: Submitting to Direct Social Pressure
Compliance is doing what someone wants you to do even if he or she doesn't have authority over you. Enter the encyclope- dia salesperson, the used-car dealer, and the phone solicitor. All of these people try to influence your behavior (especially where your wallet is concerned). Your textbook explains sev- eral techniques used to gain compliance through influence.
The foot-in-the-door principle is based on a simple idea. If I can get you to agree to a minor request, I might be able to get you to sign a sales contract.
The door-in-the-face technique works like this: I get you to turn down a major request that may make you feel guilty. For example, I may ask you to contribute $100 to feed hungry children. You decline because you can't afford that much, but you feel guilty. A short time later, the same solicitor requests that you contribute $10.
This time, you'll probably agree. (Incidentally, neither technique must involve doors. Both are behavioral phenomena that just happened to take their name from behaviors practiced by door-to-door salespeople.)
In the "that's not all" technique, the salesperson offers you a "great deal" at an inflated price. While you're pondering, the salesperson immediately offers you a discount, bonuses, and other extras that make the price seem more attractive. Oddly enough, this technique actually works.
In the "not-so-free sample" technique, you'll get a free sample of a "great product" with a psychological string attached. Namely, the sample evokes a deeply held idea in most people called the norm of reciprocity. Namely,
I gave you this, what should you give me in return?
In case you were wondering, all of these techniques are taught in standard salesmanship classes that are part of a business curriculum. Keep in mind that to guard your resources, you have the right to be assertive-that is, just say no.
Obedience: Following Direct Orders
Compliance techniques amount to psychological manipula- tion. You can exercise free will if you can find your free will. Obedience is another thing entirely. When the big boss says jump, most of us are inclined to ask, "How high?" When the captain advises the private to stand at ease, this isn't a suggestion. You will stand at ease. In terms of psychological research, the issue is this: To what extent will people respond obediently to directions, commands, or suggestions from authority figures?
The most famous obedience research was conducted by Stanley Milgram of Yale University. The subjects for a series of similar experiments were selected at random from local populations representing many different occupations and social class backgrounds. In a nutshell, it was found that people are strongly inclined to obey an authority figure even when they would prefer not to. The findings rocked the world of the human sciences. But no, we won't tell you more just here. Study the discussion of the Milgram experiments on pages 498-500 of your textbook. Having done so, ask your- self, would you have obeyed the white-coated authority figures all the way to administering a "lethal" electric shock to a reluctant "learner"?
Reference
Psychology_and_your_Life_Ch04.pdf
Psychology_and_your_Life_Ch121.pdf