Topic 1: Social Influence Flashcards
(130 cards)
1
Q
What is conformity?
A
Change in a person’s behaviour or opinion as a result of real or imagined pressure from a person or group.
2
Q
What was Asch’s baseline prodcedure to investigate conformity?
A
123 American men were tested. Put in groups of 6 to 8 but only one was a genuine participant and others were confederates. Had to say which one out of the comparison lines A,B and C were the same as the standard line X. One of the comparison lines is clearly the same as X and the others are clearly different. The confederates gave wrong answers each time.
3
Q
What were the findings of Asch’s baseline study?
A
Genuine participants agreed with participants 36.8% of the time but 25% never conformed.
4
Q
What was the group size variation of Asch’s baseline?
A
he varied the number of confederates from 1 to 15 so total grouo size was from 2 to 16.
5
Q
What were the findings and conclusions of Asch’s group size variation?
A
Curvilinear relationship between group size and conformity. Conformity increased with a group size then levelled off. With 3 confederates conformity to the wrong answer rose to 31.8% but presence of more confederates made little difference. Suggests most people are very sensitive to the views of others becuase just 1 or 2 confederates was enough to sway the opinion.
6
Q
What was the unanimity variation of Asch’s baseline?
A
Introduced a confederate who disagreed with the other confederate. In one variation they gave the correct answer and in another they gave a different wrong one.
7
Q
What are the findings and conclusions of the unanimity variation of Asch’s baseline?
A
Conformity rate decreased to less than a 1/4 of the level it was when the majority was unanimous. Suggests the influence of the majority depends on it being unanimous and that non conformity is more likely when cracks are percieved the the majority’s unanimous view.
8
Q
What is the task difficulty variation of Asch’s baseline?
A
Made the standard line and comparison lines more similar in length to make the task harder.
9
Q
What are the findings and conclusions of the task difficulty variation of Asch’s baseline?
A
Conformity increased. The situation is more ambiguous so people look to each other for help and assume they are right and themelves are wrong (ISI)
10
Q
What is a limitation of Asch’s research?(Artificial situation and task)
A
Participants knew they were in a study so may respond to demand characteristics. The task was relatively trivial so no reason not to conform. According to Fiske the groups were not very ‘groupy’.
Findings don’t generalise to the real world especially those where consequences of conformity might be important.
11
Q
What is a limitation of Asch’s research? (Limited application)
A
Participants were American men. Women may be more conformist due to social pressure. The US is an individualist culture, similar studies in Collectivist cultures have found conformity rates are higher. Asch’s findings tell us little about conformity in women and other cultures.
12
Q
What is a strength of Asch’s research? (Research support)
A
Support from other studies for the effectivness of task difficulty. Lucas asked participants to solve easy and hard maths problems. They were given answers from 3 other students, partcipants conformed more often to wrong answers when problems are harder. Asch was correct in claiming task difficulty affects conformity.
13
Q
What is a counterpoint to the research support by Lucas?
A
Lucas’ study found conformity is more complex then Asch suggested. Participants with high confidence in maths conformed less even with harder problems than those with low confidence. Shows an individual level factor can influence conformity by interacting with the situational variables, but Asch did not consider this.
14
Q
What is the extra evaluation point for Ash’c research? (Ethical issues)
A
Increased our knowledge of why we conform so may help to avoid mindless conformity but participants were decieved as they thought others involved were also genuine.
15
Q
Who suggested that there are 3 ways that people conform?
A
Kelman
16
Q
What is internalisation?
A
Public and private change acceptance of the group norms as their attitudes have been internalised.
17
Q
What is identification?
A
Change becuase we value something about that group and want to be a part of it. We publically change but may not change privately.
18
Q
What is compliance?
A
A temporary superficial change in behaviour when with a group which stops as soon a group pressure stops.
19
Q
What are the 2 components of Deutsch and Gerard’s 2 process theory that explains why people conform?
A
- infomational social influence-the need to be right
- Normative social influence-the need to be liked.
20
Q
What is infomational social influence? (ISI)
A
When you conform to be right and assume that the group knows better than us. It is a cognitive process and leads to internalisation. Occurs in new, ambiguous or crisis situations.
21
Q
What is normative social influence? (NSI)
A
Conform to the groups norms in order to be liked or accepted by them. It is an emotional process and leads to compliance. Occurs in situations with strangers or with people you know and may be more pronounced in stressful situations.
22
Q
What is strength of NSI? (Research support)
A
In Asch’s study, when participant’s wrote the answers down conformity fell to 12.5% as there was no normative group pressure. Shows that at least conformity is down to a desire to not be rejected by a group for disagreeing.
23
Q
What is a strength for ISI? (Research support)
A
Lucas found people conformed more often when the maths problems were difficult as the situation became ambiguous. They did not want to be wrong so relied on the answers they were given. Shows ISI is a valid explanation of conformity as results are what ISI would predict.
24
Q
What is a limitation for ISI? (Research support for ISI)
A
Sometimes unclear whether NSI or ISI is at work in research studies. Asch found that conformity is reduced when there is one other dissenting person, may reduce the power of NSI or ISI. Hard to separate both processes as they probably both operate together.
25
What is a limitation for NSI? (Individual differences in NSI)
Does not predict conformity in every case. nAffiliators are greatly concerned with being liked by others Mcghee and Teevan found that these people conform more. NSI underlies conformity more for some than others, individual differences can't be fully explained by one general theory is situational pressures.
26
What is the extra evaluation point for the 2 process model? (Is the NSI/ISI distinction normal)
Distinction may not be useful however Asch's research clearly shows both NSI and ISI as reasons for conformity
27
What was the set up of Zimbardo's stanford prison experiment?
He set up a mock prison in the basement of the psychology department at stanford university. Selected 21 student volunteers who were tested as emotionally stable. Randomly assigned to play the role of prison guard or prisoner.
28
How were the participants in the Stanford Prison experiment encouraged to confrom to their social roles?
1. Uniforms- Prisoners were given a loose smock and a cap to cover their hair and were identified by number. The guards had their own uniform and had wooden clubs, handcuffs and mirror shades.
2. Instructions about behaviour- Futher encourgaged to identify with their role. e.g instead of leaving the study early, prisoners could apply for a parole. Guards were reminded they had complete power over the prisoners.
29
What is de-individuation?
Loss of personal identity created by the uniforms so were more likely to conform to perceived social roles.
30
What were the findings of the Stanford Prison experiment?
- Guards became increasingly brutal (Icreated opportunities to enforce rules and administer punishments)
- After 2 days the prisoners rebelled(ripped their uniforms, swore and shouted)
- After rebellion prisoners became anxious and depressed (some released due to psychological disturbance, one went on a hunger strike)
- Study ended after 6 days instead of 14.
31
What were the conclusions of the Stanford Prison experiment?
Social roles appear to have a strong influence on peoples behaviour.
32
What is a strength of the Stanford Prison Experiment? (Control)
Participants were randomly assigned their role. This ruled out individual personality differences as an explanation of findings. If guards and prisoners behaved differently but were assigned the roles by chance then it must be down to the role itself. Increased the internal validity of the study.
33
What is a limitation of the Stanford Prison Experiment? (Lack of realism)
Banuazizi and Movahedi argued that participants were just play acting rather than genuinely conforming. Performance was based on their media derived sterotypes e.g Cool hand Luke. SPE tells us little about conformity to social roles in actual prisons.
34
What is strength of the Stanford Prison Experiment? (Lack of realism)
Mcdermott argues that participants did behave as if the prison was real to them. 90% of conversation was about prison life, prisoner 416 said he thought the prison was real but run by psychologists. Suggests the SPE did replicate the social roles of prisoners and guards in a real prison so has high internal validity.
35
What is a limitation of the Stanford Prison Experiment? (Exaggerates the power of social roles)
Fromm said that only 1/3 of guards actually behaved in a brutal manner. Another 1/3 tried to apply the rules fairly. The rest actively tried to support and help the prisoners, able to resist situational pressures to conform to a brutal role. Zimbardo overstated his view that participants were conforming to social roles and did not consider dispositional factors.
36
What is the extra evaluation point for the Stanford Prison Experiment? (Alternative explanation)
Zimbardos explanation for conforming to social roles is that it comes naturally and easily as it's behaviour expected of someone with that role. However Reicher and Haslam say this does not account for the behaviour of the non brutal gaurds. They used social identity theory to say guards had to actively identify with their roles to behave how they did.
37
What is obedience?
Form of social influence in which an individual follows a direct order from a figure of authority?
38
Why did Milgram want to investigate obedience?
Wanted to know why so many germans followed Hitler's demands to murder over 6 million Jews in the holocaust, was it becuase they were more obedient?
39
What was Milgram's baseline set up?
There were 40 American men who volunteered to take part supposedly about memory. Participant was introduced to another participant who was actually a confederate. They drew lots to see who would the Teacher (T) and the learner (L), but the draw was fixed so the participant was always the teacher. Anexperimenter (E), who was a confederate was also there in a grey lab coat.
40
What was Milgrams baseline procedure?
The learner was strapped to a chair and wired up with electrodes. The participant was given a small electric shock- the only real shock. The learner had to remember pairs of words and each time he made an error the teacher would deliver a fake electric shock getting stronger everytime this was under order of the experimenter
41
What did the learner do when they got to 300 volts?
Pounded on the wall and didn't answer the next question, at 315 volts he pounded again and then was silent.
42
What were the 4 standard prods the experimenter used to order the teacher to continue?
1. Please continue
2. The experiment requires you to continue
3. It is absolutely essential that you continue
4. You have no other choice, you must go on
43
What were the findings of Milgram's baseline study?
100% gave shocks up to 300 volts, 65% continued up to 450 volts. 12.5% stopped at 300 volts. Many showed signs of anxiety e.g sweating, groaning and some had seizures.
44
What did students predict about Milgram's baseline study?
No more than 3% would go to 450 volts- students underestimated how obedient people would be.
45
What did participants say when they were debreifed and sent a follow up questionnaire?
84% were glad to have participated.
46
What did Milgram conclude from his baseline study?
German people are not different. Suspected that there are certain factors in the situation that encouraged obedience.
47
What is a strength of Milgram's baseline study? (Research support)
Findings have been replicated in a french documentary about reality tv. Participants believed they were contestants in a new show. Paid to give fake electric shocks ordered by the presenter to other participants who were actually actors in front of a studio audience. 80% delivered maximum shock of 460 volts to an apparently unconscious man, they also showed signs of anxiety. Shows Milgram's findings aren't just due to special circumstances.
48
What is a limitation of Milgram's baseline study? (Low internal validity)
May not have tested what it intended to test. 75% believed shocks were genuine but Orne and Holland said participants were just play acting as they knew the set up was fake. Perry has research to prove this: Tapes of participants showed that only 50% thought the shocks were real 2/3 of these were disobedient. Participants may have been responding to demand characteristics.
49
What is a strength of Milgram's baseline study? (Low internal validity)
In a study by Sheridan and King, participants gave real shocks to a puppy in response to orders. 54% of men and 100% of women gave what they believed to be fatal electric shocks suggests the effect of Milgram's study were genuine as people behaved obediently even when the shocks are real.
50
What is a limitation of Milgram's baseline study? (Alternative interpretation of findings)
Milgram's conclusions about blind obedience may not be justified. Participants did not obey prod 4 as did not identify with scientific aims of the research according to social identity theory. When they had to blindly obey they refused. SIT may prove a more valid interpretation of the findings.
51
What is the extra evaluation point for Milgram's baseline study? (Ethical issues)
Particpants were deceived however they were then debreifed. Baumrind critisized Milgram for deceiving as it could have had serious conseqeunces on researchers and participants.
52
What was Milgram's proximity variation?
In the baseline the teacher could hear the learner but not see them. The this variation, the teacher and learner were in the same room.
53
What happened in the touch proximity variation?
The teacher had to force the learners hand onto an electricshock plate if he refused to place it there himself. Obedience dropped further to 30%
53
What were the findings of Milgram's proximity variation?
Obedience rate dropped from 65% to 40%
54
What happened in the remote instruction variation?
Experimenter left the room and gave the teacher instructions on the phone, obedience dropped to 20.5%.
55
What is the explanation for the proximity variation?
Decreased proximity allows people to psychologically distance themselves from the conseqeunces of their actions.
56
What was Milgram's location variation?
He conducted the study in a run down office block rather than Yale university.
57
What were the findings of the location variation?
Obedience fell to 47.5%
58
What is the explanation for the location variation?
University environment gave the study legitimacy and authority, people were moe obedient as percieved the experimenter shared this legitimacy and obedience was expected, however they still percieved the scientific nature.
59
What was Milgram's uniform variation?
In one variation, the experimenter was called away due to a phone call so his role was taken over by an ordinary member of the public (confederate) dressed in everyday clothes.
60
What were the findings of the uniform variation?
Obedience dropped to 20%
61
What is the explanation of the uniform variation?
Uniforms are a symbol of legitimate authority, the are entitled to expect obedience.
62
What is a strength of Milgram's variations? (Research support)
Other studies have demonstrated the influence of situational variables on obedience. Bickman had 3 confederates dressed in a jacket and tie, milkmans outfit and security guard uniform. They stood in the street and asked passers by to perform tasks. Twice as likely to obey the person in a security guard uniform than the on in a jacket and tie. Shows that a situational variable such as uniform does have a powerful effect on obedience.
63
What is a strength of Milgram's variations? (Cross cultural replication)
Meeus and Raaijmakers ordered dutch particpants to say stressful things to someone (Confederate) in an interview, who was desperate for a job. 90% obeyed, when the person giving orders was not present obedience dropped. Milgram's findings are valid across cultures and can also apply to women.
64
What is a limitation of Milgram's variations? (Cross cultural replication)
Replications are not very cross cultural. Smith and Bond only identified 2 studies in countries not that similar culturally similar to the US (Jordan and India). The findings may not apply to all cultures.
65
What is a limitation of Milgram's variations? (Low internal validity)
Orne and Holland pointed out it is even more likely participants believed that the shocks were fake in the variations as some of the situations were so contrived participants may have worked out the truth. Unclear in all the studies whether findinsg are due to operation of obedience or participants responded to demand characteristics.
66
What is the extra evaluation point for Milgram's variations? (The danger of the situational perspective)
Situational perspective has been critisized by Mandel who argues it offers an excuse or alibi for evil behaviour. It is offensive to holocaust survivors to suggest the nazis were just obeying orders. Also ignores the role of dispostional factors implying the nazis were victims of situational factors beyond their control.
67
What is the agentic state?
A mental state where we feel no personal responsibility for our behaviour as we are acting for an authority figure (we are their agent) This frees us from the demands of our consciences and allows us to obey even a destructive authority figure. They do experience moral strain but feel powerless to disobey.
68
What is the autonmous state?
Free to behave according to their own principles and feel responsible for their own actions.
69
What is the agentic shift and why does it occur?
Shift from autonomy and agency, occurs when someone sees someone as an authority figure who has a greater position in the social heiarchy so defer to the legitimate authority of that person.
70
What are binding factors?
Aspects of a situation that allow a person to ignore or minimise the damagaing effects of their behaviour thus reducing moral strain. e.g shifting the responsibility to the victim.
71
What is a strength of the agentic state explanation? (research support)
Milgram's own studies support the role of agentic state. Milgram's resistant participants continued to give shocks when told by the experimenter that they are responsible for the harm. Once they percieved they were no longer responsible they acted more easily to as the experimenters agent.
72
What is a limitation of the agentic state explanation? (A limited explanation)
Agentic shift doesn't explain many research findings about obedience. In Rank and Jacobson's study, they found that 16/18 hospital nurses disobeyed orders from a doctor to administer an excessive dose of a drug to a patient. Almost all the nurses remained autonomous. Agentic shift only accounts for some situations of obedience.
73
What is the extra evaluation point for the agentic state explanation? (Obedience alibi revisited)
Mandel described one incident in the second world war involving german reserve police battalion 101. They shot many civilians in a small town in Poland despite not having direct orders to do so so they behaved autonomously. Destructive behaviour can also be autonomous.
74
What is legitimacy of authority?
We are more likely to obey people who we percieve to have authority over us, this authority is justified by the individuals position in the social heiarchy which is agreed by society. They have to be allowed to exercise social power so society can run smoothly. Learned in childhood.
75
What is a consequence of legitimacy of authority?
Some people are granted the power to punish others
76
What is destructive authority?
Some people use their legitimate powers for destructive purposes ordering people to behave in cruel and dangerous ways.
77
What is a strength of the legitimacy explanation? (Explains cultural differences)
useful account of cultural differences in obeidence. Kilham and Mann found that only 16% of Australian went all the way up to 450volts on a Milgram style study, but Mantell found that 85% of Germans did. this reflects the ways different societies are structured and how children are raised to percieve authority figures.
78
What is a limitation of the legitimacy explanation? (Cannot explain all [dis]obedience)
Cannot explain all instances of disobedience in a heiarchy where legitimacy of authority is clear and accepted. Most of the nurses in Rank and Jacobsons study were disobedient despite working in a rigidly heiarchal authority structure. Obedience may be related to a persons dispostion, innate tendencies may have a greater influence on behaviour.
79
What is the authoritarian personality?
A type of personality that Adorno argued was especially susceptible to obeying people in authority, submissive of those in higher authority and dissmissive of inferiors.
80
What characteristics of the authoritarian personality make them more likely to obey orders from a source of authority?
1. Show extreme respect for authority
2. View society as weaker than it once was.
3. Show contemp for those of inferior social status
81
How does Adorno believe the authoritarian personality is formed?
Forms in childhood due to harsh parenting. The parenting style typically features strict discipline, expectation of absolute loyalty and impossibly high standards. Parents also give conditional love. This creates resentment and hostility in a child but can't express these feelings directly against their parents out of fear of punishment. So fears are displaced on others who they percieve as weaker, this is called scapegoating.
82
What kind of explanation is the authoritarian personality?
Psychodynamic
83
What was Adnorno's procedure?
studied 200 middle class white americans and their unconscious attitiudes towards other ethnic groups. developed the F scale.
84
What are 2 examples of items from the F scale?
1. Obedience and respect for authority are the most important virtues for students to learn.
2. There is hardly anything lower than a person who does not feel love, gratitude and respect for their parents
85
What were the findings of Adorno's study?
Those who scored high on the F scale identified with strong people and were generally contemptuous of the weak. They were very conscious of status and showed extreme respect, deference and servility to those of high status.
Authoritarian people alos had a certain cognitive style, they had fixed and distinctive sterotypes about other people, l black and white thinking. Strong correlation between authoritarian personality and prejudice.
86
What is a strength of the dispositional explanation? (Research support)
Milgram and elms interviewed 20 people who had particpated in Milgram's studies and been fully obedient. They scored significantly higher on the F scale than 2 group of 20 disobedient people. Supports Adorno's view that obiedient people have similar characteristics to those with an authoritarian personality.
87
What is a limitation of the dispositional explanation? (research support)
When researchers analysed individual subsystems of the F scale they found obedient participants had characteristics that were different to authoritarians. Obeident participants did not experience unusual levels of punishment or have hostile attitudes to their mothers. Link between obeidience and authoritarianism is complex, it is unlikely to be a useful predictor of obeidience.
88
What is a limitation of the dispositional explanation? (Limited explanation)
Can't explain obedient behaviour in most of a country's population. E.G in pre war Germany millions showed obedient and anti semitic behaviour despite the fact their personalities will have differed. Unlikely they all have an authoritarian personality. There is an alternative view that most of the German people identified with the anti semitic nazi state and scapegoated the Jews. This is social identity theory. Therefore the theory is limited as an alternative explanation is more realistic.
89
What is the extra evaluation point for the dispostional explanation? (flawed evidence)
Research with the F scale has provided the basis of explanation of obedience based on authoritarian personality. However, Greenstein calls the F scale a 'Comedy of methodological events' as it is a seriously flawed scale. e.g it is possible to get a high score just by selecting agree answers. So anyone with this response bias will be classed as having an AP.
90
What is resistance to social influence?
Ability to withstand the social pressure to conform or obey, influenced by both situational and dispositional factors.
91
What is social support?
Presence of people who are not conforming or obeying helo others to do the same, they act as models to show that resistance is possibe.
92
How is social support used to resist conformity?
In Asch's study, the prescence of a dissenter caused the rate of conformity to drop as the majority is not unanimous. Enables the particpant to be free and follow their own conscience as the dissenter is a model for independent behaviour.
93
How is social support used to resist obedience?
In one of Milgram's variations, obeidence dropped from 65% to 10% when genuine participant was joined with a disobeident confederate. This confederate acts as a model of dissent and challenges the legitimacy of the authority figure making it easier for others to disobey.
94
What is a strength of social support? (Real worl research support)
Evidence for positive effects of social support. Albrecht evaluated Teen Fresh Start UK, an 8 week programme to help pregnant adolescents reisist peer pressure to smoke. Social support was provided by a slightly older 'Buddy', adolescents with a buddy were less likely to smoke than a control group with no buddy. Shows social support can help young people resist social influence as part of an intervention in the real world.
95
What is a strength for social support? (Research support for dissenting peers)
Evidence to support the role of dissenting peers in resisting obedience. Gamson's participants were told to produce evidence that would help an oil company produce a smear campaign. Much higher levels of resistance here than in Milgram's study. This is becuase the participantsbwer ein groups so could discuss what they wre told to do. 88% rebelled. Shows peer support can leaad to disobedience by undermining the legitimacy of an authority figure.
96
What is the extra evaluation point for social support? (Social support explanation)
Allen and Levine showed that social support can help people resist influence of a group. In an Asch type task where the dissenter was someone with apparantly good eyesight 64% refused to conform, when there was no supporter only 3% resisted. However the study also shows that social support does not always help as when the dissenter obviosuly had poor eyesight reistance was only 36%.
97
Who proposed the locus of control?
Rotter
98
What is the locus of control?
Refers to the sense we all have about what directs events in our lives.
99
What is internal locus of control?
People with an internal locus of control believe that all the things that happen to them are largely controlled by themselves.
100
What is external locus of control?
People with an external locus of control believe that things that happen to them are outside of their control, based on luck or outside forces.
101
How does locus of control determine your resistance to social influence?
People with a high internal locus of control are more able to resist social influence.
102
Why are people with a high internal locus of control more able to reisist social influence?
- They tend to base their decisions on their own beliefs rather than the opinions on others
- They are more self confident, acheivment orientated and have higher intelligence which lead to greater resistance. Also traits of leaders, who have much less need for social approval.
103
What is strength of Locus of Control? (Research support)
Evidence to support the link between LOC and resistance to obedience. Holland repeated Milgram's baseline and measured whether participanst were internals or externals. 37% of internals did not continue to highest shock level whereas only 23% of externals didn't. Shows resistance is at least partially related to LOC which increases it's validity.
104
What is a limitation of Locus of Control? (Contradictory research)
Evidence challenges the link between LOC and resistance. Twenge analysed data from American LOC studies conducted over a 40 year period. Showed people became more resistant to obedience but also more external. This is a suprising outcome as is resistance is linked to an internal LOC then we would explect people to become more internal. Suggests that LOC is not a valid explanation of how people resist social influence.
105
What is the extra evaluation point for locus of control? (Limited role of LOC)
Rotter points out that LOC is not necessarily the most important factor in determing whether someone resists social influence. LOC's role depends on the situation. A person's LOC only affects behaviour in new situations, if you conform or obey in a situation in the past, the chance is you will do it again in the same situation regardless of your LOC.
106
What is minority influence?
Form of social influence in which a minority of people persuades others to adopt their beliefs, attitudes or behaviours. Leads to internalisation.
107
What was Moscovici's study to investigate minority influence?
A group of 6 people were asked to view a set of blue coloured slides that varied in intensity and the state whether the slides were green or blue. In each group there were 2 confederates who consistently said the slides were green. The the same participants then said green on 8.42% of the trials.
A second group was exposed to an inconsistent minority ( said green 24 times and blue 12 times) Agreement with green fell in 1.25%.
In a third control group where ther ewere no confederates they only got it wrong on 0.25% of the trials.
108
What is consistency?
Minority influence with most effective if the minority keep the same beliefs, both overtime and between all the individuals that form the minority. It draws attention to the minority view.
109
What is sychronic consistency?
Everyone in the minority group is saying the same thing.
110
What is diachronic consistency?
Everyone in the minority group has been saying the same thing over a long period of time.
111
What is commitment?
Minority influence is more powerful if the minority show dedication to their position. Can be by engaging in extreme and risky activities to draw attention to their views.
112
What is flexibility?
Nemeth says that relentless consistency could be seen as counterproductive and may come across as rigid, unbending and dogmatic so is unlikely to gain many converts to the minority view. So members of the minority need to be prepared to adapt their point of view and acceot reasonable and valid counter arguments.
113
What is deeper processing?
If you hear something new that is consistant,commited and flexible then you might think more deeply about it. This is important in the process of conversion from the majority to the minority.
114
What is a strength of minority influence? (Research support for consistency)
Moscovici's study showed that a consistent minority opinion had a greater effect on changing the views of others than an inconsistent opinion. Wood carried out a metanalysis of 100 studies and found that consistent minorities were most influential. Shows presenting a consistent view is a minimum requirment for a minority trying to influence a majority.
115
What is a strength of minority influence? (research support for deeper processing)
Martin presented a message supporting a particular viewpoint and measured participants agreement. One group heard a minority group agree and another group heard a majority. Then exposed to a conflicting view and then attitudes were measured again. People were less willing to change their opinions if they had listened to the minority group. Shows that the minority group had been more deeply processed and had a more enduring effect.
116
What is a limitation of minority influence? (Research support for deeper processing)
Studies like Martin's make clear distinctions between the majority and the minority. Doing this in a controlled way is a strength of minority influence research. In the real world, majorities often have a lot more power and status than minorities, minorities are very commited to their causes. These features are usually absent from research. Martin's findings are limited in what they can tell us about minority influence in real world settings.
117
What is a limitation of minority influence? (Artificial task)
Mosovici's task uses artifical materials. Research then is far removed from how minorities attempt to change the behaviour of majorities in real life. In cases such as jury decision making the outcomes are far more important. The findings are lacking in external validity and are limited in what they can tell us about how minority influence works in real world situations.
118
What is the extra evaluation point for minority influence? (Power of minority influence)
In Moscovic's study, the figure for agreement with a consistent minority was very low suggesting minority influence is quite rare. But when participanst wrote down their asnwers in private they were more likely to agree with the minority view. More people agree with the minority in private.
119
What is social change?
When whole societies adopt new attitudes, beliefs and ways of doing things.
120
What is the augmentation principle?
When members of the majority pay even more attention to the minority group due to their strong committment to their view, it makes them take their argument more seriously and augments the messages impact. The minority's credibility increases.
121
What is the snowball effect?
Overtime increasing number of people convert from the majority view to the minority and the more this happens, the faster the rate of conversion. Gradually the minority view becomes the majority and change has occured.
122
What is social cryptomnesia?
People have a memory that change has occured but don't remember how it happened.
123
What lessons can be learned about social change due to conformity research?
-Dissent breaks the power of the majority and can lead to social change.
-In environmental and health campaigns, they exploit conformity processes by appealing to NSI. They do this by providing info about what other people are doing.
124
What lessons can be learned about social change due to obedience research?
-Disobedient role models breaks the power of majority
-Zimbardo suggested how obedience can be used to create social change through gradual committment. Once a small instruction is obeyed, it becomes harder to resist a bigger one, people drift into a new kind of behaviour.
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What is a strength of social change? (Research support for normative influence)
Nolan aimed to see if she could change people's energy use habits. Hung messages on the front doors of houses in San Diego every week for a month. Said that most residents were trying to reduce their energy usage. As a control, some residents had a message that just said to try and reduce energy. There was a significant reduce in energy useage in the first group than the second. Shows conformity can lead to social change through operation of NSI.
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What is a limitation of social change? (Research support for normative influence)
Peoples behaviour is not always changed by exposing them to social norms. Foxcroft reviewed social norms interventions including 70 studies where the social norms approach was used to reduce student alcohol use. Only a small reduction in drinking quantitiy and no effect on frequency. So NI does not always produce long term social change.
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What is a strength of social change? (Minority influence explains change)
Minority influence can bring about social change. Nemeth claims that social change is due to the type of thinking minorities inspire, this is divergent thinking which is broad and involves the thinker actively searching for infomation and weighing up options. This leads to better decisions and more creative solutions to social issues. Shows why dissenting minorities are valuable, they stimulate new ideas and open minds.
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What is a limitation of social change? (The role of deeper processing)
Deeper processing may not play a role in how minorites bring about social change. Mackie says that it is majority influence that may create deeper processing if you do not share their views. This becuase we like to believe that people share our views and think the same way as us so when we find the majority thinks something different we are forced to think about their arguments and reasoning. So a central element of minority influence has been challenged casting doubt on its validity as an explantion of social change.
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What is the extra evaluation point for social change? (Barriers to social change)
According to Bashir, people still resist social change. Found that her participants were less likely to behave in environmentally friendly ways as did not want to be associated with stereptypical and minority environmentalists. They described them in negative ways (Tree huggers)
