Program: MPhil Education Course: Social Psychology

Compiled By: Nafees Ahmed Rao (Student ID:21450)

Unit No:6

Social Influence

Social influence is ‘the exercise of social power by a person or group

to change the attitudes or behavior of others in a particular
direction’.
Example: After the publication of cartoons of Prophet Mohammad
(PBUH) in Denmark, November 2005 and after Pope Benedict XVI’s
remarks for Prophet Mohammad in 2006, pressure and influence of
entire Muslim community forced those, who were responsible for
these events, to apologize.

Conformity

Conformity is described as changing one's behavior to be consistent

with group standards. It is ‘a yielding to perceived group pressure
by copying the behavior and beliefs of others’. It indicates to what
degree you conform to others’ social influence in dress, food and
music preferences, etc. We can be influenced by our family, friends,
teachers, and authority figures.
Conformity refers to the act of matching one’s behavior, attitudes,
or beliefs to those of a group or society. It involves aligning oneself
with the norms, values, and expectations of others to avoid
rejection, gain acceptance, or maintain social harmony.
Types of Conformity:
Internalization: Conforming because one genuinely accepts and
believes in the group’s norms and values.
Normative Conformity: Conforming to fit in with a group or society,
often due to social pressure.
Informational Conformity: Conforming because one lacks
knowledge or information and relies on others for guidance.
Classic Research
Norm development by Sherif (1935)
Norm development, studied by Turkish-born social psychologist
Muzafir Sherif in 1935, explains how groups create and follow
unwritten rules, called norms. Here's a simplified explanation:
The Study
Sherif brought together small groups of people who didn't know
each other. He asked them to perform a task, like estimating the
movement of a light dot. Each person wrote down their answer
privately.
The Findings
1. At first, individuals had different answers.
2. As they discussed and shared their answers, their responses
started to converge.
3. Eventually, the group settled on a common answer, which became
the group's norm.
Key Points
1. Groups develop unwritten rules or standards without explicit
discussion.
2. Individuals adjust their behavior and beliefs to fit in with the
group.
3. Group members tend to conform to the emerging norm.
4. The group's norm becomes a reference point for future decisions.
Real-Life Examples
1. Dress code in a workplace or school
2. Table manners in a social setting
3. Language or slang used within a group
Asch's experiment on conformity (1951)
It was a groundbreaking study that demonstrated the power of
social influence on individual behavior. Here's a step-by-step
explanation:
Experiment Design
1. Eight participants were gathered in a room, but only one was a
true participant; the others were confederates ( actors).
2. The participants were shown two cards:
- Card A: A single line (the "standard" line)
 - Card B: Three lines of different lengths (one matching the
standard line)
3. The participants were asked to identify which line on Card B
matched the length of the line on Card A.
The Twist
1. The confederates were instructed to provide incorrect answers,
unanimously choosing a line that was obviously shorter or longer
than the standard line.
2. The true participant, unaware of the confederates' roles, was
asked to answer last.
Results
1. In the control group (no confederates), participants accurately
identified the matching line 99% of the time.
2. In the experimental group (with confederates), participants
conformed to the group's incorrect answer approximately 37% of
the time.
Findings
1. Participants were more likely to conform when:
- The group size increased
- The task was more difficult
- The participant was uncertain or lacked confidence
2. Conformity decreased when:
- Participants were allowed to write their answers privately
- Even one confederate dissented from the group's answer
Conclusion
Asch's experiment showed that social pressure can lead individuals
to conform to a group's opinion, even if it goes against their own
judgment. This study highlights the power of social influence and
the tendency to prioritize group harmony over personal beliefs.
Implications
1. Conformity can lead to suppression of individuality and critical
thinking
2. Group dynamics can influence decision-making and behavior
3. Understanding social influence can help us design strategies to
promote independent thinking and reduce conformity.
 Compliance

Compliance is defined as responding to a request from another

individual or [Link] is Publicly acting in accord with a
direct request, e.g., standing and singing national anthem in public
ceremonies. Although privately we agree or disagree with the
behavior we are engaging in, we nevertheless indulge in that
behavior to [Link] is the act of adhering to laws,
regulations, standards, and ethical practices.
Types of Compliance:
Regulatory Compliance: Following laws and regulations set by
government bodies. For example, a company adhering to tax laws.
Corporate Compliance: Ensuring that a company follows its own
internal policies and ethical standards.
Data Privacy Compliance:Protecting personal information
according to laws.
Following are the conditions associated with good compliance:
Positive mood
People in good mood are more active; less critical; pleasant mood
activates pleasant thoughts
Reciprocity
The expectation that one should return a favor or a good deed; first
do them favor, then other will be obligated to return
Giving reason
Langer et al. (1978) found evidence for the power of reason; A
“placebo reason” (“Can I use the copier now because I have to make
copies?”) increases compliance over no reason, and almost as much
as a real reason (“because I’m in a rush”). Without giving reasons,
compliance was 6% as compared to when request was made with
providing reason. It worked because people have habitual desire to
explain others’ behavior and use of heuristic
Techniques of Compliance
• Foot-in-the-Door Technique. First make a small request, then a
large one, which the individual is likely to accept. Once they comply,
a larger request is made. The rationale is that agreeing to the initial
small request increases the likelihood of compliance with the
subsequent larger request. For example, if someone asks to borrow
a small amount of money and is granted that, they may later ask for
a larger sum.
Door-in-the-Face Technique; usually adopted by charities and
organizations.
First make an unreasonably large request, then a smaller one. The
idea is that the initial refusal makes the second request seem more
acceptable. For instance, if someone asks a friend for a week of dog-
sitting and then asks for just a day, the latter request may seem
more manageable.
Low-Ball Technique; First make a reasonable request; then reveal
further costs or then change the terms to be less favorable after the
individual has committed.
That’s-Not-All Technique; don’t give the opportunity to reject: buy
one get one free . First make a large request, then offer a bonus or
discount.
Ingratiation: This technique relies on gaining favor through flattery
or other means to increase the likelihood of compliance. This
method, first defined by social psychologist Edward E. Jones,
involves several strategies, including flattery, opinion conformity,
and self-presentation.
For example A student may compliment a teacher on their teaching
style before asking for a favor, such as an extension on an
assignment.
A politician might begin a speech by praising the local community to
gain favor and support from the audience during an election
campaign.
 Obedience

Obedience is defined as complying with the request of a legitimate

authority.
Obedience is ‘the performance of an action in response to a direct
order”. Obedience is taught from childhood to respect and obey
authority figures (e.g., by parents, police, and teachers), more so in
traditional Asian cultures. Actually, compliance implies loss of
personal freedom which is valued very much in individualistic
cultures. People usually prefer to comply with a request rather than
being [Link] means following the instructions or
commands given by someone in authority, like a parent, teacher, or
boss. It’s about doing what you’re told to do.
Crimes of Obedience
“Crimes of obedience” can occur when the demands of authorities
are immoral or illegal
The “Eichmann defense” refers to Adolph Eichmann’s claim that he
was “just following orders” when he supervised the murder of 6
million Jews in Nazi Germany.
Milgram’s Experiments (1963)
In the 1960s, psychologist Stanley Milgram conducted a famous
experiment to study obedience to authority. He wanted to see how
far people would go in obeying an authority figure, even if it meant
causing harm to another person.
Here's how the experiment worked:
Participants were told they would be part of a study on learning and
punishment. They were randomly assigned to be either a "teacher"
or a "learner."
The "learner" was an actor who pretended to be shocked by the
"teacher." In reality, no shocks were administered.
The "teacher" (the actual participant) was instructed by an
authority figure (the experimenter) to give electric shocks to the
"learner" every time they answered a question incorrectly.
The shocks were said to increase in intensity with each wrong
answer, up to a maximum of 450 volts. At higher voltages, the
"learner" would scream in pain and eventually go silent.
If the "teacher" hesitated or refused to shock the "learner," the
experimenter would urge them to continue, saying things like " The
experiment requires that you continue."
Surprisingly, the majority of participants continued administering
shocks, even when they reached the highest and most dangerous
levels. Many felt uncomfortable but obeyed the authority figure's
commands.
Psychiatrists predicted that 0.1% participants would obey the
experimenter completely, while 65% of participants (24 out of 40)
obeyed up to the maximum 450 volts.
• All obeyed up to 300 volts – where the psychiatrists predicted
96% refusal
Milgram’s experiment showed how powerful social pressure and
obedience to authority can be, even when it goes against our moral
instincts. It raised important questions about human nature and
the conditions that can lead ordinary people to cause harm to
others.
Because the findings were unexpected, Milgram carried out a
number of experiments to better understand the conditions under
which obedience or otherwise would be most likely. The results
showed same level of obedience with men and women, and college
student participants.