Conformity and Conformity and Influence in Groups Influence in Groups

Ching-Mao ChenChing-Mao Chen2005/03/112005/03/11

Conformity as persuasionConformity as persuasion: in with the crowd: in with the crowd

NormsNorms

Explicit normsExplicit norms

Implicit normsImplicit norms

Early research on conformity Early research on conformity effects effects

Autokinetic effect (Sherif , 1935)Autokinetic effect (Sherif , 1935) Solomon Asch , 1956Solomon Asch , 1956

Variables related to conformityVariables related to conformity

v1:Group sizev1:Group size Social impact theory/ Social influence Social impact theory/ Social influence

modelmodel informational influence/normative informational influence/normative

influenceinfluence

---want to be right: Social impact theory---want to be right: Social impact theory

---want to be liked: Social influence ---want to be liked: Social influence modelmodel

v2: security in numbersv2: security in numbers V3: indoctrinationV3: indoctrination V4: identificationV4: identification V5: communicator characteristicsV5: communicator characteristics -Gender-Gender -Peer-suasion-Peer-suasion -Personality-Personality -Culture-Culture

CultureCulture

-Power distance -Power distance

-Uncertainty avoidance-Uncertainty avoidance

-Masculinity-femininity-Masculinity-femininity

-Individualism-collectivism-Individualism-collectivism

The “Whys” of conformityThe “Whys” of conformity

The group locomotion hypothesisThe group locomotion hypothesis Social comparison theorySocial comparison theory Consistency (or balance ) theoryConsistency (or balance ) theory Epistemological weighting hypothesisEpistemological weighting hypothesis The hedonistic hypothesisThe hedonistic hypothesis

Social proof :using the sheep factor Social proof :using the sheep factor to persuade othersto persuade others

Everybody is doing itEverybody is doing it The most popular productThe most popular product The best selling productThe best selling product

Deindividuation and social loafing :Deindividuation and social loafing :getting lostgetting lost

Deindividuation: get lost in the crowdDeindividuation: get lost in the crowd Diener...etc.(1976)Diener...etc.(1976) Mann(1981)Mann(1981) -public self-awareness-public self-awareness -private self-awareness-private self-awareness

Social loafingSocial loafing

Collective effort modelCollective effort model Free ride effectFree ride effect Sucker effectSucker effect

How group affect decision makingHow group affect decision making

Risky shift phenomenonRisky shift phenomenon Group polarization phenomenonGroup polarization phenomenon social comparison theorysocial comparison theory persuasive argument theorypersuasive argument theory

“ “Intrapersonal process”Intrapersonal process”