ASSIGNMENT (Social Psychology)

GROUP-4

Chapter 6:

SOCIAL INFLUENCE
SOCIAL INFLUENCE by Ummara Amjad

CONFORMITY by Hajra Hashim and Hania Khan Marwat

COMPLIANCE by Khansa Bintul Islam

OBEDIENCE by Hafsa Bibi and Mashal Nawaz

SUBMITTED TO:

MA’AM QARSAM MUNAWAR

Social influence
1. UNDERSTANDING SOCIAL INFLUENCE: INSIGHTS FROM ASCH
AND ZAJONC EXPERIMENT:

DEFINITION:
Social influence refers to the process by which individuals’ thoughts,
feelings, and behaviors are affected by the presence or actions of others.

· EXPERIMENTS:
Throughout history, psychologists have conducted numerous experiments to
understand the mechanisms and effects of social influence. This assignment
explores two landmark experiments conducted by solomon asch and robert
zajonc, shedding light on different aspects of social influence.

A. SOLOMON ASCH’S CONFORMITY

EXPERIMENT
Solomon Asch conducted a series of experiments in the 1950s to investigate
the extent to which people conform to group norms, even when those norms
are clearly incorrect. Participants were presented with a simple perceptual
task: comparing the length of lines. However, unbeknownst to the
participants, all but one were confederates instructed to give incorrect
answers.

Solomon Asch conducted a seminal experiment to study conformity in the

1950s.participants were asked to compare the length of lines and indicate
which one matched a reference line. The majority of participants conformed
to the incorrect judgments of confederates, even when it was clear they
were wrong. This experiment demonstrated the powerful influence of social
pressure on individual decision-making. Factors such as group size and
unanimity significantly influenced the rate of conformity. Asch’s findings
highlighted the prevalence of conformity in social situations, even when it
conflicts with one’s own perceptions or beliefs.

B. ROBERT ZAJONC’S SOCIAL FACILITATION

THEORY
Robert zajonc conducted research on social facilitation, focusing on how the
presence of others affects individual performance on simple versus complex
tasks. In one experiment, participants performed tasks such as solving
simple math problems or completing puzzles in the presence of either a
passive audience or alone.

Robert Zajonc explored social facilitation, the phenomenon where the

presence of others enhances or impairs individual performance. In one
experiment, cockroaches ran through a maze either alone or in the presence
of other cockroaches. The presence of other cockroaches led to enhanced
performance, suggesting the presence of others can increase arousal and
improve task performance on simple tasks.Zajonc’s research extended to
humans, showing that the presence of others can influence performance on
tasks of varying complexity. The presence of others tends to facilitate
performance on simple tasks but may impair performance on complex tasks.

GETTING SOCIALLY INFLUENCED:

Jonah explains that the Susceptibility to external influences isn’t good or bad.
If we weren’t able to React Subconsciously to many different situations life
would be very inefficient. But if we learn how these influences affect us we
can use them to make our lives better and that of those around us.

AFFECTS OF SOCIAL INFLUENCE:

Considering Jonah Berger’s insights from his book ‘invisible influence,’ it’s
important to evaluate the context, consequences, and underlying
motivations before deciding whether to follow or diverge from others’
influence. Understanding how social influence shapes behavior can help us
determine if following others’ influence aligns with our goals and values, and
whether it leads to positive outcomes in the long run and that we should
follow it or not.
TYPES OF SOCIAL INFLUENCE
1. CONFORMITY: adjusting one's behavior or beliefs to match those of a group.

2. COMPLIANCE: agreeing to a request or suggestion from another person, often due

to social pressure or persuasion.

3. OBEDIENCE: following the directives or commands of an authority figure, even if

they conflict with one’s own beliefs or values.

4. SOCIAL FACILITATION: The presence of others influencing individual

performance, either enhancing or impairing it.

5. DEINDIVIDUATION: loss of self-awareness and restraint in group

situations, leading to decreased inhibitions and increased impulsivity.

6. GROUP POLARIZATION: group discussion strengthening initial

attitudes or beliefs, leading to more extreme views within the group.

7. SOCIAL LOAFING: exerting less effort on a task when working in a

group compared to when working alone, due to diffusion of responsibility.

8.NORMATIVE SOCIAL INFLUENCE: conforming to gain acceptance or

approval from others, driven by the desire to be liked or accepted by the
group.

9.INFORMATIONAL SOCIAL INFLUENCE: looking othersfor

guidance in ambiguous situations, assuming they have more accurate
information.

10.MINORITY INFLUENCE: persuading the majority to adopt beliefs,

attitudes, or behaviors through consistency, confidence, and compelling
arguments.

Compliance
Definition: Compliance in social psychology refers to the act of conforming to
the requests, commands, or norms of others, often influenced by social
pressure, authority, or situational factors.

Explanation: Compliance is a fundamental aspect of human behavior,

observed in various social interactions and contexts. It involves individuals
yielding to the explicit or implicit requests of others, even if those requests
may go against their own beliefs or preferences. Compliance can occur for a
multitude of reasons, including the desire for social approval, the influence of
authority figures, or the need to maintain harmony within a group.

Examples:
1. Social Norms: Imagine you're attending a formal event where everyone
is wearing formal attire. Even if you personally prefer casual clothing, you
might comply with the dress code to avoid standing out or facing social
judgment.

2. Authority Figures: In a workplace setting, employees may

comply with the instructions of their managers or supervisors, even if
they disagree with them, due to the authority vested in those
individuals.

3. Peer Pressure: Suppose a group of friends decides to go to a

particular restaurant for dinner. Even if you had other preferences,
you might comply with their choice to avoid conflict or maintain
group cohesion.

4. Conformity to Requests: A charity organization solicits

donations from passersby on the street. Even if individuals
initially had no intention of donating, they may comply with the
request if approached politely and persistently.

5. Legal Compliance: Drivers on the road comply with traffic laws, such
as stopping at red lights or yielding to pedestrians, to maintain safety and
avoid penalty.
ELEMENTS OF COMPLIANCE

· Group Dynamics: Compliance can be influenced by the dynamics of group

interactions, such as group cohesion, unanimity, and social identity. People
may comply with group norms or expectations to maintain social harmony,
avoid conflict, or enhance their sense of belonging to the group.

· Psychological Reactance: Psychological reactance is the negative emotional

response that individuals experience when they perceive their freedom or
autonomy to be threatened. In some cases, attempts to elicit compliance
may trigger reactance, leading individuals to resist or react against the
request or suggestion.

· Norms: Norms are implicit or explicit rules that guide behavior within a
group or society. Norms dictate what is considered acceptable or appropriate
behavior in various situations. Compliance often occurs when individuals
adhere to social norms to avoid disapproval or gain approval from others.
Norms can be descriptive (reflecting what most people do) or prescriptive
(reflecting what people should do).

Cialdini's Six Factors of Influence

Dr. Robert Cialdini is a renowned psychologist recognized for his influential
work on influence and persuasion. His book, "Influence: The Psychology of
Persuasion," published in 1984, is considered a classic in the field. Cialdini's
research explores the six universal principles of influence which are enlisted
below:

 Reciprocity
 Commitment and consistency
 Social Proof
 Authority
 Liking
 Scarcity
Reciprocity:
Explanation: Reciprocity is when people feel obligated to return a favor after
someone has done something nice for them.

Example: If a friend helps you move to a new apartment, you might feel
obliged to help them when they need assistance in the future.

Commitment and Consistency:

Explanation: People like to stay true to their word and maintain consistency
in their actions and beliefs.

Example: If you promise to attend a friend's birthday party, you're more

likely to follow through even if something else comes up because you want
to keep your commitment.

Social Proof:
Explanation: Social proof is when people look to others for guidance on how
to behave, especially in uncertain situations.

Example: When you see everyone at a concert standing up and cheering,

you're more likely to join in because you assume they know something you
don't know about when to stand up and cheer.

Authority:
Explanation: Authority is when people are more likely to comply with
requests from someone they perceive as knowledgeable or authoritative.

Example: You're more likely to follow the advice of a doctor about your
health because you trust their expertise in the medical field.

Liking:
Explanation: People are more inclined to comply with requests from
individuals they like or admire.

Example: You're more likely to buy a product recommended by a celebrity

you admire because you feel a connection to them.
Scarcity:
Explanation: Scarcity is when people perceive items or opportunities as more
valuable when they are limited or in high demand.

Example: When a store advertises a "limited time offer" or "while supplies

last," you may be more motivated to make a purchase because you fear
missing out on the opportunity.

Techniques In Compliance
Foot-in-the-door technique:
Explanation: This technique involves making a small initial request, which,
once agreed upon, increases the likelihood of compliance with a larger
request later on. The initial request serves as a "foot in the door," making the
person more receptive to subsequent, larger requests.

Example: A charity organization may start by asking people to sign a petition

for a cause. Once they agree to this small request, the organization follows
up with a larger request, such as making a donation. Since the individual has
already committed to the smaller request, they are more likely to comply
with the larger one.

Low-Ball Technique:
Explanation: In this technique, the requester initially presents a favorable
offer or agreement. After the target person agrees to the terms, the
requester reveals additional hidden costs or unfavorable conditions, making
it difficult for the person to back out.

Example: A car salesperson might advertise a car at a low price to attract

buyers. After the buyer expresses interest and agrees to purchase the car,
the salesperson adds on additional fees such as delivery charges, taxes, or
extended warranties, increasing the total cost.

Bait and Switch Technique:

Explanation: This technique involves advertising a desirable product or offer
to attract customers, but when they express interest, the product is
unavailable or substituted with a less desirable option. The customer is then
encouraged to accept the alternative.
Example: A furniture store advertises a sofa at a discounted price, but when
customers arrive to purchase it, they are told it's out of stock. Instead, they
are directed to a higher-priced sofa or a different model. Since customers are
already in the store and interested in buying, they may accept the
alternative offer.

Labeling Technique:
Explanation: Labeling involves attaching a positive label or identity to an
individual, which influences their behavior to align with the label. By
presenting oneself or others in a favorable light, compliance with associated
requests is more likely.

Example: A salesperson might address a customer as a "valued member" or

"loyal customer," creating a positive image. Subsequently, the customer may
be more inclined to make a purchase or accept additional offers to maintain
the perceived label.

Door-in-the-face:
Explanation: This technique begins with a large and often unreasonable
request that is likely to be rejected. After the target person refuses, a
smaller, more reasonable request is presented, which they are more likely to
accept.

Example: A charity organization may initially ask for a large donation

amount. After the person declines, the organization follows up with a smaller
request, such as volunteering time or making a smaller donation. The person
is more likely to agree to the smaller request after refusing the larger one.

The "That's-Not-All" Technique:

Explanation: This technique involves presenting an initial offer or product,
then enhancing its value by adding bonuses or incentives before the person
makes a decision. By continually sweetening the deal, compliance is
increased.

Example: A TV infomercial offers a product for sale but before the viewer can
decide, additional benefits or bonuses are added, such as a free gift,
extended warranty, or additional products at no extra cost. This makes the
offer more appealing and increases the likelihood of purchase.
Foot-in-the-Mouth Technique:
This technique involves catching someone off guard or appealing to them on
a personal level rather than using logical reasoning. It leverages personal
connections to build rapport and increase compliance.

Example: A salesperson might compliment a potential customer on their

taste in fashion, making a personal connection before presenting their
product. By establishing a positive rapport, the salesperson increases the
likelihood of the customer complying with their sales pitch.

Ingratiation:
Ingratiation involves using flattery, praise, or other tactics to gain favor or
approval from others before making a request. By establishing a positive
impression or connection, individuals aim to increase the likelihood of
compliance with their subsequent request.

Example: A colleague might compliment a coworker on their recent

presentation before asking for assistance with a project. By ingratiating
themselves first, the requester builds rapport and goodwill, making the
coworker more inclined to comply with the request.

SOCIAL INFLUENCE
The ways in which individuals change their behavior to meet the demands of
a social environment. It is the change in behaviour, attitudes, or beliefs of a
person due to group pressure and influence of others.

FORMS OF SOCIAL INFLUENCE:

 Conformity
 Compliance
 Obedience

CONFORMITY:
It is the type of social influence in which one changes his actions, thinking,
and bellefs to fit in a group or align with normative standards, to you are in a
party s teding one is links, you ney To study conformity different
experiments were conducted.
 Participants were placed in a dark room and asked to focus on a stationary
point of light. Due to the absence of visual reference points, individuals
perceived the light as moving, though it was actually still. When participants
were tested individually, their estimates of how much the light moved varied
widely. However, when placed in groups, their estimates began to converge
over time, as they adjusted their perceptions to align with the group
consensus. This demonstrated the power of social influence in shaping
individual perceptions.

JELLYBEANS EXPERIMENT (JENNESS, 1932):

In this experiment, participants were asked to estimate the number of
jellybeans in a bottle individually. Afterward, they were placed in a group
setting and asked to discuss their estimates to reach a collective judgment.
Interestingly, participants tended to adjust their initial estimates to match
the group’s estimate, even if their original estimate was different. This
phenomenon illustrated how individuals conform to group norms and adjust
their judgments based on group consensus.

ASCH CARD EXPERIMENT (ASCH, 1951):

Participants were shown a standard line and then asked to compare it to
three comparison lines of different lengths. One participant was surrounded
by confederates who intentionally gave incorrect answers. Despite the
correct answer being obvious, many participants conformed to the incorrect
judgments of the confederates. This demonstrated the extent to which
individuals are willing to disregard their own perceptions and conform to
group consensus, even when the group consensus is clearly wrong.

FACTORS AFFECTING CONFORMITY:

1.Group Size:
Larger groups tend to induce more conformity

FOR EXAMPLE, In a classroom setting, if a majority of students raise their

hands to answer a question, others may feel compelled to do the same, even
if they're unsure of the answer.

2.Group Cohesion: When group members are more connected

 or cohesive, conformity tends to increase.

FOR EXAMPLE- Your classmates all wear the same type of shoes, so you start
wearing them too, even if you didn't before, to fit in better.

3.Normative Influence: Conforming to fit in or be accepted by a

group.

FOR EXAMPLE-Your friends all order pizza for dinner, so you do too, even
though you wanted something else, to avoid standing out.

4.Informational Influence: Conforming because of a desire

to be correct or accurate, particularly in ambiguous situations.

FOR EXAMPLE-Everyone in your study group agrees on an answer, so you go

along with it, even if you’re not sure it’s correct, assuming they know better.

5.Cultural Norms: Societal expectations and cultural values

can heavily influence conformity.

FOR EXAMPLE-In your culture, it’s customary to greet elders with a bow, so
you do it too, even if it’s not something you would do naturally.

6.Social Roles: People often conform to expectations associated

with their social roles.

FOR EXAMPLE –At work, you follow your boss’s instructions, even if you have
a different idea, because they’re in charge.

SOCIAL ROOTS OF CONFORMITY:

Normative Social Influence:
This type of influence stems from the desire to fit in and be accepted by the
group. People conform to avoid rejection or to gain approval, even if they
privately disagree with the group. It’s essentially the desire to be liked and
accepted by others.
Informational Social Influence:
Here, conformity arises from the desire to be correct or accurate. Individuals
conform because they believe others have more knowledge or information
about a situation. This type of conformity is associated with internalization,
where individuals adopt the beliefs or behaviors of the group because they
genuinely believe they are correct. It’s essentially the desire to be right.

GENERAL TYPES OF CONFORMITY:

Compliance: Compliance occurs when individuals publicly conform to the

behavior or opinions of a group without necessarily internalizing those beliefs
or behaviors. This type of conformity is often motivated by a desire to gain
rewards, avoid punishment, or fit in with the group. Individuals may comply
with group norms temporarily but may not truly accept them or integrate
them into their own beliefs or values.

Identification: Identification involves conforming to the expectations or

norms of a group because of a desire to be associated with that group or to
adopt its identity. Individuals may adopt the beliefs, values, and behaviors of
a group they admire or wish to belong to, even if they don’t fully agree with
them. This type of conformity often occurs when individuals seek acceptance
or affiliation with a particular social group or community.

Internalization: Internalization occurs when individuals genuinely accept and

integrate the beliefs, values, and behaviors of a group into their own identity.
Unlike compliance, internalization involves a deeper level of conformity
where individuals adopt group norms because they believe in them and
perceive them as personally meaningful or correct. Internalization reflects a
genuine change in beliefs or attitudes, rather than simply conforming for
social approval or acceptance.
“CONFORMITY”

DEFINITION:
“Conformity is when individuals change their behavior, beliefs or attitudes to
match those of a group, often due to social pressure or the desire to fit in”.

READ-WORLD EXAMPLES:
Read-world examples of conformity include;

1. FASHION TRENDS:
People often follow clothing styles and trends popular among their peers to
fit in.

2.SOCIAL MEDIA:
Users may adopt certain behaviors or opinions based on what they see
others doing or expressing on platforms like Instagram or Twitter.

3.WORKPLACE CULTURE:
Employees might conform to the norms and values of their workplace, such
as dress code or work habits, to be accepted by their colleagues.

4.PEER PRESSURE:
Teenagers may engage in activities like smoking or drinking alcohol because
their friends are doing it, even if they initially have reservations.

5.POLITICAL BELIEFS:
Individuals may align their political views with those of their social or familial
groups to avoid conflict or gain acceptance.

6.GROUP PROJECTS:
Studies may agree with their group members’ ideas or opinions during
collaborative assignments, even if they personally disagree, to maintain
harmony within the group.

CONSEQUENCES OF CONFORMITY:
The consequences of conformity can include;
1. LOSS OF INDIVIDUALITY:
Conforming to group norms can lead to a loss of individual identity and
uniqueness.

2. SUPPRESSION OF CREATIVITY:
Conformity may stifle creative thinking and innovation as individual prioritize
fitting in over expressing original ideas.

3. GROUPTHINK:
Excessive conformity within a group can result in groupthink, where critical
thinking and alternative viewpoints are suppressed, leading to flawed
decision-making.

4. SOCIAL PRESSURE:
Conforming to social norms or peer pressure can lead to feelings of anxiety
and stress to act against their own beliefs or values.

5. LACK OF POLITICAL BELIEFS:

Individuals may align their political views with those of their social or familial
groups to avoid conflict or gain acceptance.

6.GROUP PROJECTS:

Studies may agree with their group members’ ideas or opinions during
collaborative assignments, even if they personally disagree, to maintain
harmony within the group.
CONSEQUENCES OF CONFORMITY:
The consequences of conformity can include;

1. LOSS OF INDIVIDUALITY:
Conforming to group norms can lead to a loss of individual identity and
uniqueness.

2. SUPPRESSION OF CREATIVITY:
Conformity may stifle creative thinking and innovation as individual prioritize
fitting in over expressing original ideas.

3. GROUPTHINK:
Excessive conformity within a group can result in groupthink, where critical
thinking and alternative viewpoints are suppressed, leading to flawed
decision-making.

4. SOCIAL PRESSURE:
Conforming to social norms or peer pressure can lead to feelings of anxiety
and stress to act against their own beliefs or values.

5. LACK OF PROGRESS:
Certain situations , conformity can hinder progress and positive change by
inefficient practices or beliefs.

6. INEQUALITY:
Encourage critical thinking and evaluate information.

STRATEGIES FOR RESISTING CONFORMITY :

Strategies for resisting conformity includes;

1. INDEPENDENT THINKING: Encourage critical thinking and

evaluate information independently rather than automatically
accepting the majority opinion.

2. ASSERTIVENESS: Express your own opinions and beliefs

confidently, even if they differ from those of the group.
3. SEEKING ALTERNATIVE PERSPECTIVES: Consider
viewpoints outside of the group and activity seek out diverse
opinions to broaden your understanding.

4. CONFIDENCE IN INDIVIDUALITY: Embrace your uniqueness

and value your individuality rather than feeling pressured to
conform.

5. SURROUNDING YOURSELF WITH SUPPORTIVE

INDIVIDUALS: Seek out friends or peers who respect and
appreciate your differences, creating a supportive
environment for expressing yourself.

6. SETTING PERSONAL BOUNDARIES: Establish boundaries to

protect your values and beliefs from being compromised by
external pressures.

APPLICATION:
An application of conformity could be seen in a workplace environment
where employees adopt the company's dress code or work habits to fit in
with the organizational culture. By conforming to these norms, employees
demonstrate alignment with the company's values and contribute to a
cohesive and unified work environment.

CONCLUSION: Conformity is when people do or think the same as others to

fit in. It helps create unity but can also stifle individuality.

Obedience:
Definition:
Obedience can be defined as a social response to orders from an authority
figure.

Understanding Obedience:
Obedience is a form of social influence where an individual acts in response
to a direct order from another individual, who is usually an authority figure. -
- Obedience means following orders from someone in charge, even if you
might not personally agree. It happens a lot in families, schools, and
workplaces.

Milgram's Shocking Experiment (1960)

The Milgram shock experiment was a famous study conducted by
psychologist Stanley Milgram in the 1960s. It investigated people’s
willingness to obey authority f igures, even when it meant harming others.
Participants were instructed to administer electric shocks to another person
(who was actually an actor pretending to be shocked) when they answered
questions incorrectly. Despite the actor’s apparent distress, many
participants continued to administer shocks when told to do so by the
experimenter. This study highlighted the power of authority and social
pressure in influencing behavior.

Hofling et. AI(1966)

The phenomenon observed in the Hofling et al. (1966) study is known as
obedience to authority. In this case, the nurses obeyed the telephone
instruction from an unknown doctor to administer a potentially harmful dose
of medication because they perceived the doctor as an authority figure. This
obedience stemmed from social norms, hierarchy within the hospital setting,
and a sense of duty to follow orders, even when they conflicted with
professional standards or common sense. Additionally, the immediacy of the
instruction and lack of opportunity for questioning or clarification likely
contributed to the high level of obedience observed.

Bickman (1964)
Bickman’s study showed that people were more likely to obey commands
from someone dressed as an authority figure, like a guard, even for simple
tasks like picking up a paper bag or giving a coin to a stranger. When the
person giving the commands looked more ordinary, obedience dropped
significantly. This demonstrates how people’s behavior can be influenced by
the appearance of authority figures.

THE REASONS OF PEOPLE OBEYING

Things like being in a certain place or having someone in charge can make
us more likely to obey. Our own personality and culture also play a part. In
everyday situations, people obey orders because they want to get rewards,
because they want to avoid the negative consequences of disobeying, and
because they believe an authority is legitimate.

Conforming to the Crowd

Conformity is when we change our behavior to fit in with others, conformity
is going along with people of equal status. It's similar to obedience but
involves going along with a group, not just one person. That usually means
copying the actions of others, looking to the group when deciding how to
think or behave, or doing what is "expected" based on widely accepted (if
often unspoken) social norms.

How Culture Affects Us

Different cultures have different rules about obeying authority. Where we
come from can influence how much we listen to authority figures. The
strength, immediacy and number of authority figures and sub-ordinates
affects levels of obedience.

Thinking About Ethics

Sometimes, obeying authority in experiments can lead to people feeling
uncomfortable or even harmed. We need to be careful when studying
obedience and make sure people are treated ethically.

SIGNIFICANCE
Understanding social influence and obedience helps us understand why
people do what they do. It can help us be better leaders, make better
decisions, and create fairer societies.