U06 Social Influence

U06 Social Influence - SocialInfluence SocialInfluence...

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Social Influence Social Influence Dr. Pamela Emanuelson Sociology 320 Fall 2009
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2 Overview Overview Strains of Influence Milgram Research Cult Indoctrination Social Impact Theory
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3 Social Influence Social Influence         Any change in a person’s feelings,  Any change in a person’s feelings,  cognitions, beliefs, values or behavior  cognitions, beliefs, values or behavior  that occur as a result of real or imagined  that occur as a result of real or imagined  presence of others presence of others
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4 Strains of Influence  Strains of Influence  Conformity Any change in belief or behavior caused by group pressure Obedience Any change in behavior caused by a direct command Persuasion Any direct attempt to elicit behavior or belief change
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5 Milgram Film  Milgram Film 
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6 Other Variations Other Variations Percent Fully Obedient 65 48 40 30 20 10 0 Film No Yale V Same Room Shock Plate E Absent / Clerk 2 Teachers Disobey E Absent / Tape 0 10 20 30 40 50 60 70 80
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7 Milgram Overview Milgram Overview A majority of subjects deliver 450 volts Neither Milgram or experts predicted this!! Q1: Maybe subs don’t believe cover story? Q2: Maybe subs don’t believe it’s real shock?  Solutions:  Develop convincing shock paradigm  Use  real electric shock  Try another victim
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8 What if the victim was…  What if the victim was…  Rationale is to counter  possible experimenter bias Puppy must discriminate lights The problem is insoluble, it can never be solved Subjects must shock puppy
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9 The Subject’s View  The Subject’s View 
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10 The Learner…  The Learner…  Shocks are not  physically dangerous They cause yelping,  running, wobbling,  howling, etc. subjects are tested Do men or women  deliver more shock?
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11 Results Results 0 20 40 60 80 100  100%  Women  54%  Men Percent Obedient Subjects display ample distress  while shocking the puppy Disobedient men either: refuse to go on or lie In another version subjects  actually “see” the puppy die (same results) Nurses are asked to administer  20 mg. of  Astroten  to a patient;  label says 10mg. is max dose 90% SAID they would DISOBEY 95% DO obey!!
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12 We Obey When… We Obey When… 1. 2. The authority is physically close 3. The authority is legitimate 4. Other group members also obey 5. We lack a “script” for disobedience 6. Authority & isolation is a powerful combination
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13 Other Classic Studies  Other Classic Studies  Sherif (1935)
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U06 Social Influence - SocialInfluence SocialInfluence...

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