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PSY 321PSY 321

Conformity and ComplianceConformity and Compliance

Dr. SanchezDr. Sanchez

22

Today’s OutlineToday’s Outline

• ComplianceCompliance– Techniques and ExperimentsTechniques and Experiments

• ConformityConformity– Techniques and ExperimentsTechniques and Experiments

• Majority vs. Minority InfluenceMajority vs. Minority Influence

33

ComplianceCompliance

• Changes in behavior that are elicited Changes in behavior that are elicited by direct requests. by direct requests.

44

The Language of RequestsThe Language of Requests

• Talking fast and catching people off Talking fast and catching people off guard can improve compliance rates.guard can improve compliance rates.

• People can be disarmed by the People can be disarmed by the simple phrasing of the request.simple phrasing of the request.

55

The language of requests: The language of requests: ExperimentExperimentLanger et al., 1978Langer et al., 1978• IV: Request did or did not include a IV: Request did or did not include a

reasonreasono ““I have five copies. May I use the Xerox I have five copies. May I use the Xerox

machine?”machine?”o ““I have five copies. May I use the Xerox I have five copies. May I use the Xerox

machine, machine, becausebecause I’m in a rush?” I’m in a rush?”o ““I have five copies. May I use the Xerox I have five copies. May I use the Xerox

machine, machine, becausebecause I have to make I have to make copies?”copies?”

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Langer et al. (1978)Langer et al. (1978)

0102030405060708090100

Percentage That Complied

No Reason Reason Given IrrelevantReason

May I Use the Xerox Machine?

77

Breaking the Mindless Breaking the Mindless Routine Routine (Santos et al. 1994)(Santos et al. 1994)

0

10

20

30

40

50

60

70

80

Percentage

That Complied

25Cents 17Cents

Spare Change???

88

Norm of ReciprocityNorm of Reciprocity

• The powerful norm of reciprocity The powerful norm of reciprocity dictates that we treat others as they dictates that we treat others as they have treated us.have treated us. Example: writing “thank you” on back of Example: writing “thank you” on back of

check increases tipcheck increases tip Coca-Cola studyCoca-Cola study

• Norm of reciprocity is relatively Norm of reciprocity is relatively short-lived.short-lived.

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Sequential Request Sequential Request Strategies:Strategies:Foot-in-the-Door TechniqueFoot-in-the-Door Technique• Person begins with a very small Person begins with a very small

request; secures agreement; then request; secures agreement; then makes a separate larger request.makes a separate larger request.

• Why is it effective?Why is it effective?

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Foot-in-the-Door: ExperimentFoot-in-the-Door: ExperimentFreedman & Fraser, 1966Freedman & Fraser, 1966

• IV: Small request first, or notIV: Small request first, or not

• Initial request (small): Initial request (small): – By phone, asked women to complete short By phone, asked women to complete short

survey on household productssurvey on household products

• Intrusive request (big):Intrusive request (big):– 3 days later, asked women to allow a few men 3 days later, asked women to allow a few men

into the house for 2 hours to rummage through into the house for 2 hours to rummage through drawersdrawers

1111

Freedman & Fraser (1966)Freedman & Fraser (1966)

0

10

20

30

40

50

60

Percent That

Complied

Intrusive Only Initial, then Intrusive

Request Made

1212

Sequential Request Sequential Request Strategies: Strategies: Low-BallingLow-Balling• Person secures agreement with a Person secures agreement with a

request and then increases the size request and then increases the size of that request by revealing hidden of that request by revealing hidden costs.costs.

• Why is it effective?Why is it effective?

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Low-balling: ExperimentLow-balling: ExperimentCialdini et al., 1978Cialdini et al., 1978

• Asked intro psych students to Asked intro psych students to participate in experimentparticipate in experiment

• IV: low-balling or upfrontIV: low-balling or upfront– half were told in advance that it would half were told in advance that it would

start at 7am; start at 7am; – half were told after agreeing that it half were told after agreeing that it

would start at 7amwould start at 7am

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Cialdini et al. (1978)Cialdini et al. (1978)

0

10

20

30

40

50

60

Percent That

Volunteered

Told 7 a.m. First Told 7 a.m. Later

1515

Sequential Request Sequential Request Strategies: Door-in-the-Face Strategies: Door-in-the-Face TechniqueTechnique• Person begins with a very large Person begins with a very large

request that will be rejected; then request that will be rejected; then follows that up with a more moderate follows that up with a more moderate request.request.

• Why is it effective?Why is it effective?

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Door-in-the-Face Technique: Door-in-the-Face Technique: ExperimentExperimentCialdini et al., 1975Cialdini et al., 1975• IV: Large request first?IV: Large request first?

• Asked students to volunteer for 2 hrs/week for Asked students to volunteer for 2 hrs/week for 2 yrs to work with juvenile delinquents2 yrs to work with juvenile delinquents

• Or no large request firstOr no large request first

• Followed by smaller request: Will you Followed by smaller request: Will you escort juvenile delinquents to zoo?escort juvenile delinquents to zoo?

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Cialdini et al. (1975)Cialdini et al. (1975)

0

10

20

30

40

50

Percent That

Agreed

Real Request Only After Declining Initial

Request

Willing to Take Delinquents to the Zoo?

1818

Sequential Request Sequential Request Strategies: That’s Not All, Strategies: That’s Not All, Folks!Folks!• Person begins with a somewhat Person begins with a somewhat

inflated request; then immediately inflated request; then immediately decreases the apparent size of the decreases the apparent size of the request by offering a discount or request by offering a discount or bonus.bonus.

• Why?Why?

1919

That’s-Not-All Technique: That’s-Not-All Technique: ExperimentExperimentBurger, 1986Burger, 1986• IV: Did the deal get “sweeter”?IV: Did the deal get “sweeter”?

– ½ of Ps told cupcakes cost 75 cents½ of Ps told cupcakes cost 75 cents– ½ of Ps first told cupcakes cost $1, then ½ of Ps first told cupcakes cost $1, then

told the price would be reduced to 75 told the price would be reduced to 75 centscents

2020

Burger (1986)Burger (1986)

0

10

20

30

40

50

60

70

80

Sales

75 Cents Reduced to 75 cents

Price of Cupcakes

2121

Sequential Request Sequential Request StrategiesStrategies

2222

Assertiveness: When Assertiveness: When People Say NoPeople Say No

• To be able to resist the trap of To be able to resist the trap of compliance techniques…..compliance techniques…..

2323

ConformityConformity

• Tendency to change perceptions, Tendency to change perceptions, opinions, or behavior in ways that opinions, or behavior in ways that are consistent with group norms.are consistent with group norms.

2424

The Chameleon EffectThe Chameleon Effect

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Conformity: Autokinetic Conformity: Autokinetic PhenomenonPhenomenon

• Sherif (1935, 1937)Sherif (1935, 1937)• Study of “norm formation”Study of “norm formation”• Dark room, pinpoint of light appears Dark room, pinpoint of light appears

15 feet in front of you15 feet in front of you• Asked, “How far did light move?”Asked, “How far did light move?”• First time, you’re aloneFirst time, you’re alone• Subsequent times, you’re with others Subsequent times, you’re with others

(this is the IV)(this is the IV)

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A Classic Case of SuggestibilityA Classic Case of Suggestibility

2727

Conformity: Asch Line-MatchingConformity: Asch Line-Matching

• P surrounded by 6 confederatesP surrounded by 6 confederates

• Asked to judge length of a lineAsked to judge length of a line

• IV: Confederates give correct or IV: Confederates give correct or incorrect answer incorrect answer

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Line Judgment Task Used in Asch’s Line Judgment Task Used in Asch’s Conformity StudiesConformity Studies

Asch, 1955.

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What Did Asch’s Participants What Did Asch’s Participants Do?Do?

• Participants went along 37% of the Participants went along 37% of the time.time.

• 25% of the participants NEVER 25% of the participants NEVER conformedconformed

• Of the conformists, 50% conformed Of the conformists, 50% conformed for at least half of the critical for at least half of the critical presentations.presentations.

3030

Sherif’s vs. Asch’s StudiesSherif’s vs. Asch’s Studies

• Sherif: Because of ambiguity, Sherif: Because of ambiguity, participants turned to each other for participants turned to each other for guidance.guidance.

• Asch: Found self in awkward position.Asch: Found self in awkward position.

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Why Do People Conform?Why Do People Conform?

• Informational InfluenceInformational Influence: People : People conform because they believe others conform because they believe others are correct in their judgmentsare correct in their judgments– Sherif autokinetic effectSherif autokinetic effect– 2 heads better than one?2 heads better than one?– Implications for eyewitness Implications for eyewitness

testimoniestestimonies

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Why Do People Conform?Why Do People Conform?

• Normative InfluenceNormative Influence: People conform : People conform because they fear the consequences because they fear the consequences of appearing deviant.of appearing deviant.– Asch line-matchingAsch line-matching– Effects of OstracismEffects of Ostracism

•CyberballCyberball

•““Minority Slowness Effect”Minority Slowness Effect”

3333

Types of ConformityTypes of Conformity

• Private ConformityPrivate Conformity: Changes in both overt : Changes in both overt behavior and beliefs.behavior and beliefs.– Sherif autokinetic effectSherif autokinetic effect– Enduring conformityEnduring conformity

• Public ConformityPublic Conformity: Superficial change in : Superficial change in overt behavior only.overt behavior only.– Asch line-matchingAsch line-matching– If wrote answers privately, effect went If wrote answers privately, effect went

awayaway

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Distinguishing Types of ConformityDistinguishing Types of Conformity

From Robert Baron et al., (1996) Journal of Personality and Social Psychology, 71, 915-927. Copyright (c) 1996 by the American Psychological Association. Adapted with permission.

3535

Model of the Types of Model of the Types of ConformityConformity

3636

Majority Influence: Group Majority Influence: Group SizeSize

• Conformity increases with group size Conformity increases with group size -- but only up to a point.-- but only up to a point.

• Why?Why?– Law of “diminishing returns”?Law of “diminishing returns”?– Perception that others are either in Perception that others are either in

“collusion” or “spineless sheep”?“collusion” or “spineless sheep”?

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Majority Influence: Majority Influence: Having an Ally in DissentHaving an Ally in Dissent

• When there was an ally in Asch’s When there was an ally in Asch’s study, conformity dropped by almost study, conformity dropped by almost 80%.80%.

• Why does having an ally reduce Why does having an ally reduce majority influence on our behavior?majority influence on our behavior?

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Majority Influence and Majority Influence and Gender DifferencesGender Differences

• IV: Masculine, Feminine, or Stereotype IV: Masculine, Feminine, or Stereotype Neutral Q’sNeutral Q’s

• DV: Percent agreeing w/majority DV: Percent agreeing w/majority responseresponse

• Results?Results?– Men conformed more to feminine qsMen conformed more to feminine qs– Women conformed more to masculine qsWomen conformed more to masculine qs– No difference on neutral items No difference on neutral items

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Majority Influence and Majority Influence and Gender DifferencesGender Differences

• Conceptual IV: Social PressureConceptual IV: Social Pressure

• IV: Public v. PrivateIV: Public v. Private

• DV: Percent agreeing w/majority DV: Percent agreeing w/majority responseresponse

• Results?Results?– Men conformed lessMen conformed less– Women conformed moreWomen conformed more

• Why?Why?

4040

Majority Influence and Majority Influence and Gender DifferencesGender Differences

• Sex differences appear to depend on:Sex differences appear to depend on:– How comfortable people are with the How comfortable people are with the

experimental task. experimental task. – Type of social pressure people face.Type of social pressure people face.

4141

Majority Influence and Majority Influence and CultureCulture

• Cultures differ in the extent to which Cultures differ in the extent to which people adhere to social norms.people adhere to social norms.

• What determines whether a culture What determines whether a culture becomes individualistic or becomes individualistic or collectivistic?collectivistic?

4242

Individualistic / CollectivisticIndividualistic / Collectivistic

• USUS

• AustraliaAustralia

• Great BritainGreat Britain

• CanadaCanada

• NetherlandsNetherlands

• AsiaAsia

• AfricaAfrica

• South AmericaSouth America

4343

Non-ConformistsNon-Conformists

• Asch’s study = 63% did not Asch’s study = 63% did not conform!!!conform!!!

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Minority InfluenceMinority Influence

• Def. Process by which dissenters Def. Process by which dissenters produce changeproduce change

• Moscovici: Nonconformists derive Moscovici: Nonconformists derive power from the power from the stylestyle of their of their behavior.behavior.– ““Consistent dissent” approachConsistent dissent” approach– ““The color study” The color study”

• Why?Why?

4545

Minority InfluenceMinority Influence

• Hollander: Minorities influence by Hollander: Minorities influence by first accumulating idiosyncrasy first accumulating idiosyncrasy credits.credits.– ““First conform, then dissent” strategy.First conform, then dissent” strategy.

• Why?Why?

4646

ObedienceObedience

• Behavior change produced by the Behavior change produced by the commands of authoritycommands of authority

• Remember:Remember:– Compliance is a behavior change Compliance is a behavior change

elicited by a direct requestelicited by a direct request– Conformity is a change of perceptions, Conformity is a change of perceptions,

opinions, or behaviors in ways that are opinions, or behaviors in ways that are consistent with group normsconsistent with group norms

4747

Milgram’s Research: Forces Milgram’s Research: Forces of Destructive Obedienceof Destructive Obedience• Conducted his experiments during Conducted his experiments during

the time that Adolph Eichmann was the time that Adolph Eichmann was being tried for Nazi war crimes.being tried for Nazi war crimes.

• Symbols of authority Symbols of authority

• His unorthodox methods have been His unorthodox methods have been the subject of much ethical debate.the subject of much ethical debate.

4848

The Prods Used in The Prods Used in Milgram’s ExperimentMilgram’s Experiment

• ““Please continue (or please go on).”Please continue (or please go on).”

• ““The experiment requires that you The experiment requires that you continue.”continue.”

• ““It is absolutely essential that you It is absolutely essential that you continue.”continue.”

• ““You have no other choice; you must You have no other choice; you must go on.”go on.”

4949

Milgram’s Baseline Milgram’s Baseline ResultsResults

5050

The Obedient ParticipantThe Obedient Participant

• No gender differences observed in No gender differences observed in level of obedience.level of obedience.

• Milgram’s basic findings have been Milgram’s basic findings have been replicated in several different replicated in several different countries and among different age countries and among different age groups.groups.

• Milgram’s participants were Milgram’s participants were tormented by experience.tormented by experience.

5151

Are We All Nazis?Are We All Nazis?

• No, an individual’s character can No, an individual’s character can make a difference.make a difference.

• Authoritarian PersonalityAuthoritarian Personality: Submissive : Submissive toward figures of authority but toward figures of authority but aggressive toward subordinates.aggressive toward subordinates.