social lecture 8 - conformity - What Is Social Influence...

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What Is Social Influence? Change in behavior or belief as the result of real or imagined pressure from others Distinguish among Conformity group pressure Obedience status pressure Persuasion Information pressure
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Persuasion vs. Conformity and Obedience Conformity and Obedience (Compliance) are changes in behavior due to the influence of others. Conformity sometimes leads to attitude/belief change (e.g. dissonance) Persuasion is a change in attitude/belief due to the influence of others Persuasion often leads to a change in behavior
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Conformity: a negative word in American culture Distrust of institutions and groups (individualistic culture) American mythology has celebrated the rugged individualist (e.g. longest running as campaign featured the Marlboro man)
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Why do people conform? (Deutsch & Gerard) Two bases of conformity: informational influence : conform because you believe others are correct conformity behavior and attitude change normative influence : conform to gain approval or to avoid disapproval conformity behavior change but often no attitude change
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Informational social influence: use of behavior of others to indicate what’s correct Did the scream come from a person joking with friends or from a crime victim How do you decide which fork to use for salad at a table sitting? – look at what other people are doing for appropriate actions Common element: uncertainty/ambiguity
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Normative Social Influence: use of behavior of others to indicate what’s socially approved Why do people wear clothes that are stylish but not functional?
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