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PSY 321PSY 321

Social Influence: Compliance, Social Influence: Compliance, Conformity, & ObedienceConformity, & Obedience

Dr. SanchezDr. Sanchez

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Today’s OutlineToday’s Outline

• ComplianceCompliance– Techniques and ExperimentsTechniques and Experiments

• ConformityConformity– Techniques and ExperimentsTechniques and Experiments

• Majority vs. Minority InfluenceMajority vs. Minority Influence

• ObedienceObedience

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ComplianceCompliance

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

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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 simple People can be disarmed by the simple phrasing of the request.phrasing of the request.• How you ask for something can be more How you ask for something can be more

important than what you ask for.important than what you ask for.• Langer: We often respond mindlessly to Langer: We often respond mindlessly to

words without fully processing the words without fully processing the information they are supposed to convey.information they are supposed to convey.

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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?

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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???

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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. This norm leads us to feel obligated to This norm leads us to feel obligated to

repay for acts of kindness, even when repay for acts of kindness, even when unsolicited.unsolicited.

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 short-Norm of reciprocity is relatively short-lived.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? Self-perception theory (Bem)Self-perception theory (Bem) ConsistencyConsistency

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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

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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?• Psychology of commitment.Psychology of commitment.• Sense of obligation to salesperson.Sense of obligation to salesperson.

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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

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

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

• Why is it effective?Why is it effective?– Perceptual contrast?Perceptual contrast?– Reciprocal concessions?Reciprocal concessions?– Guilt?Guilt?

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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?

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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?– People think they’re getting a dealPeople think they’re getting a deal

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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

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Sequential Request Sequential Request StrategiesStrategies

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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, one must:compliance techniques, one must:o Be vigilant.Be vigilant.o Not feel indebted by the norm of Not feel indebted by the norm of

reciprocity.reciprocity.

• Compliance techniques work Compliance techniques work smoothly only if they are hidden from smoothly only if they are hidden from view.view.

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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.

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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

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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 with the clearly Participants went along with the clearly incorrect majority 37% of the time.incorrect majority 37% of the time.

• However, 25% of the participants NEVER However, 25% of the participants NEVER conformed.conformed.

• Of the conformists, 50% conformed for at Of the conformists, 50% conformed for at least half of the critical presentations.least half of the critical presentations.– The rest conformed on an occasional basis.The rest conformed on an occasional basis.

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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.– Maybe group was rightMaybe group was right

• Asch: Found self in awkward position.Asch: Found self in awkward position.– Obvious that group was wrongObvious that group was wrong

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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”

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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.

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Model of the Types of Model of the Types of ConformityConformity

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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: Awareness of NormsAwareness of Norms

• Conform only when know about and Conform only when know about and focus on social norms.focus on social norms.

• Often misperceive what is normative.Often misperceive what is normative.– Pluralistic ignorance Pluralistic ignorance – 1) members of a group who think that 1) members of a group who think that

they have different perceptions, beliefs, they have different perceptions, beliefs, or attitudes from the rest of the group or attitudes from the rest of the group

– 2) adjust their attitude 2) adjust their attitude

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

• Why does having an ally reduce Why does having an ally reduce majority influence on our behavior?majority influence on our behavior?– Substantially more difficult to stand alone Substantially more difficult to stand alone

for one’s convictions than when one is part for one’s convictions than when one is part of even a tiny minority.of even a tiny minority.

– Any dissent can reduce the normative Any dissent can reduce the normative pressures to conform.pressures to conform.

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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