4.2 Sociocultural Level of Analysis: Social and Cultural Norms

1. 4.2 Sociocultural Level of Analysis: Social and Cultural Norms

2. Social Learning Theory • How are norms passed on to individuals in a group? • Social Learning • Done through observational learning • Watching models and imitating • Factors • Attention: person must pay attention • Retention: observer must remember the behavior • Motor reproduction: observer must be able to replicate • Motivation: learners must want to demonstrate

3. Motivational Factors (affects observers willingness to imitate) • Consistency will increase likelihood of imitation • Identification with the model • Rewards/punishment • Vicarious reinforcement- observation without the consequences (movies or reality) Observational learning • Liking the model affects the willingness to imitate • Learn better from someone you know and like

4. Bandura et al. (1961) • Children and Aggression • What was the methodology? • What were the findings? • What are some of the criticisms of the study?

5. Application of Social Learning Theory in Real Life • Violence and Television • What has the research shown in regards to the affects of television and aggressive behavior? • Huesmann and Eron (1986) • Kimball and Zabrack (1986) • St. Helena Island • The Sabido Method • Radio and Television to change behavior. • Learn from role models that we identify with.

6. Social Influence: Compliance • Def: The result of direct pressure to respond to a request • Compliance Techniques (Robert Cialdini) • Authority • Ex. Famous people in ads • Commitment • If already committed, similar requests will be met • Liking • Reciprocity • Need to “return favors” • Reciprocity Principle: treat others as they treat you • Door –in-the-face technique • Acceptance of lesser second request

7. Scarcity • Adds value to opportunities, “limited time offer” • Social Proof • Correct if others are doing it

8. Commitment • Being consistent with previous behavior • Kurt Lewin (1951) • Goal Gradients: the longer one commits, less likely to change • Foot-in-the-door technique • Small commit leads to larger one • Ex. Petitions lead to active support on election day • Dickerson et al. (1992) • Water usage study • Did it prove anything? • Low-balling study • Cialdini et al. (1974)

9. Hazing • Why do groups do it? • Does it work?

10. Social Influence: Conformity • Asch Line Test • Why do people conform? • Factors that influence conformity • Group size • Did larger affect conformity? • Unanimity • Conformity most likely when all confederates agreed • Confidence • Feelings of competence and intelligence reduced conformity • Self-esteem • High self-esteem reduced conformity

11. Evaluating the Asch Study • Potential problems • Artificiality • Ecological validity • Demand characteristics • Participants act the way they think they should • Cultural Validity • Ethical considerations • Deception and anxiety • Friend et al. (1990)

12. Why do people conform? • Festinger (1954) • Social comparison • Ideas and opinions evaluated by looking at what others do. • Cognitive dissonance • Doing things differently causes “anxiety” • Normative Social Influence • Nature as social animals • Need to belong