SOCIAL INFLUENCE (CONTINEâ€¦â€¦â€¦):Normative influence, Informational influence

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Social Psychology (PSY403)

Lesson 32

SOCIAL INFLUENCE (CONTINE.........)

Aims

Introduce the concept of conformity and related concept

Objectives

Describe the classic studies of conformity, e.g., Asch's experiments

Describe factors that influence conformity

Discuss Schachter's work on rejection of the nonconformist

Describe minority influences

Classic & contemporary conformity research

Social norms may come into play in uncertain situations (such as ambiguous light movements) but

what about when we do not agree with the majority? This is true for many situations when people seem

to conform to a majority viewpoint even though they disagree (e.g., jury-based decision making).

Example: In the spring of 1992, Los Angeles was rocked by its worst race riots in 25 years following a

jury trial in which 4 white LA police officers were acquitted of using excessive force in beating a black

man Rodney King. The beating was captured in a videotape by a photographer. One jury considered

them guilty, but as other two members of jury blamed King. She had to change from guilty to not

guilty, however she stated "to me they seemed blind and could not get their glasses clean, I wish they

could see".

Asch's experiments on group pressure (1951)

· `Visual perception experiment'

· Participants were told that 6 others would also be taking part (but all 6 were confederates)

The task

Participants required calling out the number corresponding to the line that was equal in length to the

standard line.

· They had to make a total of 18 judgments

5 out of 6 confederates stated judgments

before the participant.

For the first 2 judgments confederates

chose the correct line, after which they

unanimously chose a clearly incorrect line

in 12 of the remaining 16 trials

Figure 1

Participants conformed to the (incorrect) majority on 37% of trials; 76% of participants conformed

on at least one of the trials

In contrast when participants made judgments privately only 1% made errors

Why such blatant conformity when clearly incorrect?

People find it easier to conform than to challenge unanimous opinion of others

These results are illustrated in Figure 2 below:

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Social Psychology (PSY403)

Post-conformity change of behavior

· How do people typically react to the reality of their

conforming behavior?

Research suggests that almost everyone attempts to

reconstruct the facts (Buehler Griffin, 1884). When it runs

counter to their own private views, two things happen:

whether people conform to what majority says, or facts force

one's agreement with that standard.

Post-conformity change of behavior allows conformists to

justify their behavior and maintain cognitive consistency

Two sources of group pressure (Deutsh & Gerard, 1955)

· Normative influence:

o Conformity due to the desire to gain rewards, or

avoid punishment from the group (i.e., negative evaluation, people laughing at you). This

was most likely in Asch's experiments. In such a situation, the question was whether to

stick to their own judgment or go along with the group and avoid uncomfortable stares:

"Fitting in" was of greater concern to people when there was no ambiguity in the situation.

Another experiment conducted in 1952 by Asch showed that when 16 were participants

and only one confederate was giving wrong answers. First respondents were surprised on

his answers then started laughing uproariously.

Informational influence:

o Conformity due to the desire to gain information (i.e., in ambiguous situations where you

are not sure of your own perception). Information influence was most likely in Sherif's

experiments.

But both can occur in same situation: Virginia (the third jury) accepted group pressure that Rodney

King's tape did not provide enough information (normative Influence) and began to consider other

jurors' interpretation (informational influence)

Schachter's work on rejection of the nonconformist

· A group of 8-10 volunteers to form a "case study club" to discuss the case of a juvenile delinquent

"Johnny Rocco"

It was expected that the participants will take the favoring position

Making recommendations of what the authorities should do on a seven-point love-punishment

scale

Three confederates in each group taking differing "deviate" (punishment) position

How the participants reacted to the deviates?

o First trying to persuade

o Rejecting nonconformists from future discussions

More research and implications

· A meta-analysis of 23 Schachter-like deviant studies suggest that rejection by group is more likely

when there are only one or two nonconformists (Tata et al., 1996)

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Social Psychology (PSY403)

Such people are banished from the group. Social rejection is final and perhaps most powerful form

of normative influence directed toward nonconformists; one of the primary causes of depression

(Nolan et al., 2003)

Many teenagers conform to their friends' alcohol and drug use to gain acceptance (Williams &

Zadro, 2001)

It is more problematic for adolescents as their attitudes are still being formed for political and

social issues.

Factors that influence conformity

· Group size

· Group cohesiveness

· Social support

Group size

Conformity increases with group size, but only up to 3 people... When Asch increased the number of

unanimous confederates from 1 to 15, conformity increased but it was on its peak between 3-4 points,

and then actually tapered off.

Jennifer Campbell & Patricia Fairey

(1989):

Group size and conformity

· Group size is important when the social

reality is clear (judgments easy).

· Size of the group is relatively

unimportant when social reality is

ambiguous (judgments difficult)

· In ambiguous situation one or two

people may influence you just as well as

3 or 4.

The effect of group size on conformity can

Number of confeder ates

be clearly seen in Figure 3, as shown below:

Group cohesiveness (Hogg, 1992)

· Cohesiveness refers to a condition of the group when members are highly attracted to one another.

With strong sense of togetherness they will be intolerant of those who hold differing opinions.

In general cohesive groups engender more conformity than noncohesive groups (Christensen et al.,

2004).

In Schachter's experiments, when the group was highly cohesive it exerted its greatest pressure on

deviates.

Social support (Hogg, 1992)

· In Asch's studies if just one confederate agreed with the participant then conformity drops

dramatically (Asch, 1956).

The same occurs even if one confederate disagreed with everyone's opinions (Asch; Allen &

Levine, 1971).

Thus any breaking of social consensus is enough to reduce conformity

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Social Psychology (PSY403)

But - must be consistent, when a confederate who initially agrees with the participant then switches

to the majority, conformity returns to normal (Asch, 1955). Thus to promote nonconformity, one

should voice dissent, and do so early and consistently.

Minority influence

History is filled with stories of lone individuals or small relatively powerless groups who express

unpopular views and they endure abuse from majority until eventually their views are accepted. Those

who dissent from majority are heartily disliked. Style of behavior in presenting nonconformist behavior

is important:

Sometimes a minority can shift the views of a majority

Minorities will have an influence only when they are consistent and confident.

"Cautious, careful people always casting about to preserve their reputation and social standing,

never can they bring about a reform" (19th cent feminist Susan Anthony)

Moscovici, Lage, & Naffrechoux (1969)

Conformity to inconsistent and

· `Visual perception experiment'

consistent minoirities

· Judgments of blue slides as green or blue

· 4 participants and 2 confederates per group

· Consistent and nonconsistent minority

The results of this experiment are illustrated in

Figure 4:

Under certain conditions minority can

influence majority

Control

Inconsistent

Consistent

· Given

the

normative

consequences

minority

(punishment)

and

the

informational

advantages (consensus) of conforming, if a

minority consistently `sticks to its guns' then

others attribute some degree of credibility to the minority argument.

Why majority's opinion is given importance, there is a common belief that there is truth in numbers

(informational influence), and then people are affected by these numbers (normative influence).

That is why people adopt majority's opinion without much critical analysis.

Minority's opinion is viewed negatively, and thus will need greater time to register with group

members. However, if other views are adopted, they are more resistant to change. Why because

attitude changed through central route analysis is stronger and more difficult to change than

attitude changed through lazy thinking (peripheral cues).

Although overt change toward minority influence may not readily take place, it often stimulates

divergent thinking, a cognitive approach in which one considers a problem from varying

perspective

Once minority views were accepted, they had an enduring effect.

Minority influence also stimulants `divergent thinking' (Legrenzi, Butera, Mugny, & Perez, 1991)

So, whilst it may be difficult to change majority views, minority groups can stimulate greater

thought on the issue which may, over time, lead to changes in majority attitudes.

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Social Psychology (PSY403)

The following 3 conditions are essential for a minority to have its influence:

1. The minority must also be flexible and open-minded

Example: Nelson Mandela (double minority) was successful in changing the social and

political landscape of South Africa with his consistency and confidence coupled with his

willingness to negotiate with White apartheid leaders. In contrast, minority people will

reduce their influence if are rigid.

Single minority are more likely to influence the majority Double minority status indicates

that Mandela was different from Whites in beliefs, and also in group membership. An

example of a single minority is a heterosexual advocating the rights of gay. In contrast, a

gay advocating such rights is having a double minority.

"The power of a movement lies in the fact that it can indeed change the habits of people.

This change is not the result of force but of dedication, of moral persuasion" (Steve Biko,

South African political leader, 1946-1977).

2. Degree of difference between minority & majority

3. Minorities have the strongest influence when they take positions in the cultural normative

directions. Norms: e.g., beliefs about equality and human justice may be rejected by some people,

they still will be in line with the beliefs of most people.

It is not always essential that minority views are accepted, majority can impose sanctions and withdraw

rewards from its members, and this is enough to keep public compliance with the majority.

Reading

· Franzoi, S. (2003). Social Psychology. Boston: McGraw-Hill. Chapter 9.

Other Readings

· Lord, C.G. (1997). Social Psychology. Orlando: Harcourt Brace and Company. Chapter 8.

· David G. Myers, D. G. (2002). Social Psychology (7th ed.). New York: McGraw-Hill.

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