bus.dec.lec.21 - Social Influence and Network Effects...

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1 Social Influence and Network Effects Business Decisions SOC 138/ECO 149
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2 Social Influence “No one is an island,” at least where decisions are concerned We receive information, take cues from others in our environment Asch conformity experiments Subjects surrounded by alters who make clearly inaccurate judgments Many subjects followed alters, despite the obvious inaccuracy Milgram obedience studies Subjects instructed to deliver increasingly painful (but faked) shocks to another subject So long as the orders came from an authority figure, the majority of subjects obeyed
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3 Being in the Right Place Influence happens – but everyone is not equal Some have more influence on others, some less In the real world, much power and influence comes from being in the right place Economic and social activity is embedded within social networks Network position gives some actors tremendous advantages, handicapping others Knowing your place can give you an edge (Burt, Krackhardt) Understanding the network can tell you who is in a position to influence others
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4 Isolates, Cliques, Pendants, Stars, Bridges, and Hubs Within a network, many kinds of positions exist Some types of positions: Isolate : adjacent to no other nodes Pendant : adjacent to only one other node Bridge : adjacent to two or more groups lacking other connecting paths Hub : adjacent to many nodes not adjacent to each other (especially pendants) Some types of subgroups: Star : one node adjacent to many mutually non-adjacent nodes Clique : several mutually adjacent nodes
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5 Isolate Bridge Pendant Hub Undifferentiated Node Clique Boundary Star Boundary
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  • Fall '08
  • SOHRABIAN
  • Asch conformity experiments, Peer-to-peer, Milgram experiment, Centrality, Node Isolate Bridge Pendant Hub Clique Boundary Star Boundary

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