What is a norm? Informal rule for acceptable and expected behavior Scripts Rituals Customs & traditions Social influence Conformity Informational influence Influence that produces conformity when a person feels that others are correct in their judgments Normative influence Influence that produces conformity when a person fears the Especially when judgment is ambiguous negative social consequences of appearing deviant. Solomon Asch: Norm formation research Autokinetic effect Asch’s classic study on normative influence 1
Who is most likely to conform? Age (adolescents) Berndt (1979) Students in grades 3, 6, 9, and 12 Conformity rises steadily from 3 rd to 6 th grade Peaks at 9th grade Gender Compliance Sistrunk & McDavid (1971) Agreeing to go along with a direct explicit appeal. Quasi-IV: Male vs. female participants IV: Questions about stereotypically masculine, feminine, or You want me not to give a comprehensive final exam. How neutral topics could you get me to comply? DV: Percent agreeing with “majority” response Results: Females conformed more on masculine items, males conformed more on feminine items, and no sex differences on neutral items. Face-to-face social pressure 2
Cialdini Langer & colleagues (1978) Basic principles of compliance Liking/Friendship IV: How phrased request: Commitment/Consistency (1) Excuse me. I have five pages. May I use the Xerox Reciprocity machine? (No reason) (60%) Scarcity (2) ....because I’m in a rush. (real reason) (94%) Authority (3) ...because I have to make some copies (illusion of a reason) (93%) Compliance tactics (selected examples) Ingratiation DV: Percent agreeing to request Foot-in-the-Door Lowball Door-in-the-Face That's-Not-All Principle Playing Hard to Get Fast-Approaching Deadline Regan (1971) Summary of Milgram studies IV: Confederate acts likable or dislikable Teacher does not deliver shock, but helped out 93% IV: Confederate buys participant a Coke without being asked Victim pounds on wall then becomes silent 65% OR does not buy participant a Coke OR experimenter buys Victim heard protesting (movie version) 50% participant a Coke Victim in same room 40% Teacher has to put victim's hand on shock plate 30% DV: Whether or not participants buy raffle tickets and amount Study done in Bridgeport, CT 48% spent on them Victim says at outset that he will do study only if he is let out when he wants to be 40% Results: Participants bought more raffle tickets when Experimenter in remote location 19% confederate did them a favor, regardless of whether Teacher told to select the level of shock confederate was likable or dislikable (experimenter legitimizes all levels) 3% 3
Replications of Milgram Study Sheridan & King (1972) Hofling et al. (1966) Replicated Milgram exactly, except that (a) participants were male & female college students, (b) victim was a "cute, fluffy, Unknown doctor called nurses and asked them to administer puppy," and (c) the shocks were real. 20 milligrams of the drug "Astroten" to a patient on the ward Participants instructed to deliver a shock each time the 21/22 (95%) of the nurses were about to administer the drug, puppy failed to learn a discrimination task, which was before being stopped and debriefed by one of the actually insoluble researchers. Percent delivering the maximum amount of shock similar to percent in Milgram’s studies. Would Milgram find less obedience if he conducted his experiments today? 4
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