Noteshells16 - Social Influence and Decisions: Power,...

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1 1 Social Influence and Decisions: Power, Reference Groups, and Word of Mouth 2 Outline: Factors Influencing Conformity (The mere presence of others) (Power) Reference Groups Influential People Word of Mouth 3 Review: Types of Social Influence Normative conformity: Conformity to meet the expectation of a person or group. May only lead to “mere compliance” (not private acceptance). Informational conformity: Conformity because group’s behavior or opinion is accepted as valid. May lead to private acceptance.
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2 4 Review: Taxonomy of Power Referent power Information/ Expert power Reward power Coercive power Legitimate power 5 The Power of Legitimate Power: The Milgram Studies “Study on Learning” Administer shock for wrong answers. 6 Milgram Studies: Results 0% 10% 20% 30% 40% 50% 60% 70% 80% 90% 100% Slight Moderate Strong Very Strong Intense Extreme Danger, Severe XXX Shock Level Percentage Administering
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3 7 Milgram and Power Experimenter had legitimate power: Both normative and informational conformity at work. When power was removed, no one gave the maximum shock. When a fellow subject was assigned the
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Noteshells16 - Social Influence and Decisions: Power,...

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