国外社会心理学1课件9.ppt

1、Chapter 9This multimedia product and its contents are protected under copyright law.The following are prohibited by law:any public performance or display,including transmission of any image over a network;preparation of any derivative work,including the extraction,in whole or in part,of any images;a

2、ny rental,lease,or lending of the program.Social Influence:Changing Others BehaviorCopyright 2006,Allyn and BaconSocial InfluenceConformityComplianceSymbolic Social InfluenceObedience to AuthoritySocial Influence Goes To Work Copyright 2006,Allyn and BaconSocial InfluenceSocial Influenceefforts by o

3、ne or more individuals to change the attitudes,beliefs,perceptions,or behaviors of one or more others Copyright 2006,Allyn and BaconConformityConformitya type of social influence in which individuals change their attitudes or behavior in order to adhere to social norms:Rules regarding how people are

4、 expected to behave in specific situations Copyright 2006,Allyn and BaconConformityAschs(1950s)Research on Conformity Participants were asked to indicate which of three lines matched a standard line in length.Copyright 2006,Allyn and BaconConformityDuring the critical trials,participants had to give

5、 their answers after a unanimous group gave the wrong answer.76%conformed at least once to the groups false judgmentOverall,they agreed with the errors 37%of the time Later research found that an ally(someone who disagreed with the group)and the ability to make responses privately both reduced confo

6、rmity.Copyright 2006,Allyn and BaconConformityFactors that Affect ConformityCohesivenessthe degree of attraction felt by an individual toward an influencing groupAs cohesiveness increases,conformity increasesGroup size As group size increases,conformity increases Descriptive Norms(what most people d

7、o in a given situation)and Injunctive Norms(specify what ought to be done)Both can increase conformityNormative Focus Theory predicts that people are more likely to conform to injunctive norms when they are salient to them.Copyright 2006,Allyn and BaconConformitySituational norms Guide behavior in a

8、 given situation or environmentCan be activated automatically without conscious awareness and can exert strong effects on behavior Copyright 2006,Allyn and BaconConformityWhy People ConformNormative Social Influencebased on the desire to be liked or accepted by othersInformational Social Influenceba

9、sed on the desire to possess accurate social perceptions This is an especially strong source of conformity when the task is important and difficulty and uncertainty are high.Copyright 2006,Allyn and BaconConformityWhy People Do Not ConformIndividuationpeoples need to be distinguishable from others i

10、n some respects Peoples need to maintain control over their livesSome people cannot conformDue to physical,legal,or psychological reasons Copyright 2006,Allyn and BaconConformityMinority InfluenceMinorities can influence majorities when:They are consistent,flexible,and congruent with social trendsMi

11、norities can provoke majorities to engage in systematic processing of the issues.Minorities often must form strong arguments to defend their positions and may overestimate the support for their views.Can increase their perseverance and result in large-scale social change Copyright 2006,Allyn and Bac

12、onConformityWhat are your thoughts?Why are people susceptible to social influence?What are effective strategies to increase conformity?Are there situations in which men can be more conforming than women?If so,please explain.Why is it important that minorities are able to influence majorities?In whic

13、h contexts is this important?Copyright 2006,Allyn and BaconComplianceCompliancetype of social influence involving direct requests from one person to another Principles that underlie complianceFriendship/LikingCommitment/ConsistencyReciprocityScarcitySocial Validation(related to informational social

14、influence)Authority Copyright 2006,Allyn and BaconComplianceTactics based on friendship or likingIngratiationrequesters first induce target to like themUse flattery,improve ones appearance,emit positive nonverbal cues,do small favors for target person Tactics based on commitment or consistencyFoot-i

15、n-the-door Techniquerequesters begin with a small request and then,when it is granted,escalate to a larger one Lowball Procedurean offer or deal is changed to make it less attractive to the target person after this person has accepted it Copyright 2006,Allyn and BaconCompliance Copyright 2006,Allyn

16、and BaconComplianceTactics based on reciprocityDoor-in-the-face Techniquerequesters begin with a large request and then,when this is refused,retreat to a smaller oneThats Not All Techniquerequesters offer additional benefits to target persons before they have decided whether to comply with or reject specific requestsTactics based on scarcityPlaying Hard to Getsuggesting that a person or object is scarce and hard to obtain Deadline Techniquetarget persons are told that they have only limited time