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Social Influence

Social Influence. Social Psychology Miss Bird. Homework due. Research and make notes on the key study on minority influence by Moscovici et al (1969) - APFCC. Complete the 4-mark past-exam question on conformity (blue worksheet ) – COLLECTING IN TO MARK. OVERVIEW: Conformity.

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Social Influence

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  1. Social Influence Social Psychology Miss Bird

  2. Homework due • Research and make notes on the key study on minority influence by Moscovici et al (1969) - APFCC. • Complete the 4-mark past-exam question on conformity (blue worksheet) – COLLECTING IN TO MARK.

  3. OVERVIEW: Conformity • Sometimes we conform to ‘fit-in’ with those around us– COMPLIANCE. • Sometimes we are not sure of the right way to think or act so we use others as a source of informationand accept their viewpoint– INTERNALISATION.

  4. Exam information In the exam you may be asked: - • ‘Types of conformity’– compliance and internalisation. • Explanations of why people obey – normative social influence and informational social influence.

  5. Explanations of why people conform • Normative social influence – ‘follow the crowd.’ • Informational social influence – accept majority viewpoint as most likely to be right.

  6. Normative Social Influence (NSI) • It is possible to behave like the majority without accepting its point of view. • COMPLIANCE = Public agreement but no private attitude change. • A majority may be able to control other group members by making it difficult for them to deviate from the majority point of view, thus exerting pressure on them to conform. • ‘Fit-in,’ ‘acceptance,’ ‘approval.’

  7. Evaluation of NSI Bullying • Research has shown how many groups with a low quality of interpersonal friendships may be manipulated by a skilful bully so that victimisation of another child provides the group with a common goal. • This exerts pressure on all group members to comply(for fear of being rejected themselves).

  8. Evaluation of NSI Smoking • Marketing campaigns aimed at educating young people about what is normative in a particular group have been successful in reducing the incidence of risk behaviours (alcohol abuse and smoking). • Social norms bring about conformity. • Strong link between people’s normative beliefs and their behaviour. • Campaign aimed at 12-17 year olds – only 10% of non-smokers subsequently took up smoking following exposure to a message that most children in their age group did not smoke.

  9. Evaluation of NSI Conservation behaviour • Aim: persuade hotel guests to reuse their towels rather than having fresh ones every day. • 132 hotels – 794 rooms – guests in 1 week. • Rooms randomly assigned to either experimental or control condition. • Control – door hanger informing guests of environmental benefits of reusing their towels. • Experimental – door hanger + informed that ‘75% of our guests choose to reuse their towels each day.’ • Guests who received additional message that contained normative information about other guests reduced their need for fresh towels by 25%!

  10. Informational Social Influence (ISI) • Individuals go along with others because they believe them to be right. • Use them as a source of information. • Don’t just comply in behaviour but also change own point of view. • INTERNALISATION = changes to both public and private attitudes.

  11. Informational Social Influence (ISI) ISI more likely if: - • Situation ambiguous (right course of action unclear). • Situation is crisis (rapid action needed). • We believe others to be experts (more likely to know what to do).

  12. Independent task • Complete the gap fill exercise in your booklet on the evaluation of ISI. • You have 5 minutesin silence. • Be prepared to feedback to the class.

  13. Independent task Consolidation • On A3 paper, draw a mindmap of the two explanations for why people conform (NSI and ISI). • You have 20 minutes.

  14. Exam focusJanuary 2011 • Complete the past-exam question in your booklets. • It is worth 6 marks. • No notes! • You have 6 minutes in silence. • Try and write a model answer.

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