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Social Influence: Conformity & Obedience

Defining Social Influence

Core Concept

Social influence refers to the ways in which individuals change their behavior to meet the demands of a social environment. It includes processes such as conformity, obedience, compliance, and resistance. The study of social influence helps us understand why people act as they do in groups and societies.

Three Types of Conformity

Conformity describes how individuals adopt group norms, ranging from deep, personal acceptance to superficial, public agreement.

1

INTERNALISATION

Internalisation occurs when an individual genuinely accepts group norms, adopting them both publicly and privately. This means the individual's attitudes and behaviors change permanently because they accept the group's beliefs as correct.
2

IDENTIFICATION

Identification happens when an individual accepts influence because they want to be associated with a particular group. The change is often temporary and dependent on group membership.
3

COMPLIANCE

Compliance involves going along with the group publicly but privately disagreeing. It is a superficial form of conformity used to gain approval or avoid disapproval.

Informational vs. Normative Influence

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Informational Social Influence (ISI) Arises in situations of uncertainty where the correct behavior or belief is unclear. Individuals conform because they wish to be correct and believe others’ interpretation... It leads to internalisation.
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Normative Social Influence (NSI) Refers to conforming to be liked, accepted, or avoid rejection. Individuals conform because they want to fit in with the majority to gain social approval. This usually leads to compliance.

Asch's Factors: Varying Conformity

Solomon Asch’s 1951 line judgment experiments investigated conformity under varying conditions.

1

GROUP SIZE

Conformity increases with group size but only up to a point. It peaked when the group was around three to four confederates.
2

UNANIMITY

If just one confederate gave a different (even if wrong) answer, conformity rates dropped dramatically. This indicates that social support reduces conformity.
3

TASK DIFFICULTY

When the lines were made more similar in length, thus increasing difficulty, conformity rates increased (demonstrates ISI).

Conformity to Social Roles

Zimbardo’s Prison Study (1973)

The guards quickly adopted abusive and authoritarian roles, behaving cruelly and oppressively. The study demonstrated that social roles and situational factors can strongly influence behavior, leading people to conform to expectations associated with those roles, even if contrary to their personality.

The Psychology of Following Orders

Obedience is a form of social influence where individuals follow direct commands from an authority figure.

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AGENTIC STATE

Individuals see themselves as agents executing the wishes of an authority figure, thus feeling less personal responsibility.
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LEGITIMACY OF AUTHORITY

People obey authority figures because society teaches that authority is legitimate and obedience ensures order. Higher legitimacy increases obedience.

Milgram's Situational Factors

Milgram’s research showed obedience levels change significantly based on environmental context.

1

PROXIMITY

Closer physical proximity between the victim and participant (teacher) reduces obedience.
2

LOCATION

The prestige of the location affects obedience. When Milgram moved the experiment from Yale to a run-down building, obedience dropped.
3

UNIFORM

The presence of a uniform symbolizing authority increases obedience. Uniform acts as a visual symbol of legitimate authority.

Dispositional Obedience

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Authoritarian Personality: Developed by Adorno et al. (1950), this theory suggests that obedience to authority stems from personality traits formed in childhood. Characteristics include strict adherence to conventional values, submission to authority, and hostility towards outgroups.

Why People Resist

Resistance is explained primarily by Social Support and Locus of Control (LOC).

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How did the dissenters manage to break ranks and refuse to obey orders?
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They had Social Support (a model for dissent). Also, those with Internal Locus of Control (LOC) believe they control their outcomes and take responsibility for resisting.

Key Factors for Minority Influence

Minority influence occurs when a smaller group influences the majority, often leading to deep internalisation.

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CONSISTENCY

Minorities must be consistent in their view over time and between members to draw attention and develop credibility.
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COMMITMENT

If the minority demonstrates dedication and risks, it shows confidence and investment in the position (augmentation principle).
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FLEXIBILITY

Willingness to adapt and negotiate can increase influence by showing reasonableness rather than rigidity.

The Mechanics of Social Change

Minority Influence → Cognitive Conflict → Social Change
Social change happens when minority influence causes the majority to adopt new attitudes and behaviors, gradually through drawing attention and shifting viewpoints. This uses processes like the Snowball Effect and Social Cryptoamnesia.
Social Influence Deck
Q
What is social influence?

What is social influence?

A
Answer

The ways individuals change behavior to meet social environment demands.

Q
Types of conformity

Name three types of conformity.

A
Answer

Internalisation, identification, compliance.

Q
Internalisation

What is internalisation in conformity?

A
Answer

Genuine acceptance of group norms, leading to permanent attitude change.

Q
Identification vs. Internalisation

How does identification differ from internalisation?

A
Answer

Identification is temporary and based on group membership importance; internalisation is permanent.

Q
Compliance

What characterizes compliance?

A
Answer

Public behavior change without private belief change to gain approval or avoid disapproval.

Q
Informational Social Influence

What triggers informational social influence (ISI)?

A
Answer

Uncertainty or ambiguous situations where people look to others for correct behavior.

Q
Normative Social Influence

What causes normative social influence (NSI)?

A
Answer

Desire to be liked or accepted by the group, leading usually to compliance.

Q
Asch's research: Group size

What did Asch's research show about group size and conformity?

A
Answer

Conformity increases with group size up to 3-4 members, then levels off.

Q
Unanimity effect

How does unanimity affect conformity in Asch’s studies?

A
Answer

Breaking unanimity with even one dissenter reduces conformity significantly.

Q
Task difficulty in conformity

What factor increases conformity in Asch’s task difficulty variable?

A
Answer

Increased task difficulty leads to more conformity due to ISI.

Q
Zimbardo’s prison study findings

What were the main findings of Zimbardo’s prison study?

A
Answer

People quickly conformed to assigned social roles, leading to abusive or passive behaviors.

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Obedience

Define obedience.

A
Answer

Following direct commands from an authority figure.

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Agentic state

What is the agentic state?

A
Answer

Seeing oneself as an agent for authority, reducing personal responsibility.

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Legitimacy of authority

How does legitimacy of authority affect obedience?

A
Answer

Higher perceived legitimacy increases obedience rates.

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Situational variables in Milgram’s research

Name three situational variables affecting obedience from Milgram’s research.

A
Answer

Proximity, location, uniform.

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Authoritarian personality

What is the authoritarian personality?

A
Answer

A personality type with strong submission to authority and hostility toward outgroups.

Q
Social support

How does social support influence resistance to conformity?

A
Answer

Presence of dissenters reduces conformity pressures.

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Internal locus of control

What does an internal locus of control imply?

A
Answer

Belief that one controls their own life and thus more likely to resist social influence.

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Minority influence factors

What are the three key factors for minority influence?

A
Answer

Consistency, commitment, and flexibility.

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Social change by minority

What social change processes result from minority influence?

A
Answer

Social cryptoamnesia and snowball effect leading to majority acceptance.

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🌸 Social Influence Quiz

1. What is internalisation in conformity?

Internalisation involves genuine, lasting acceptance of group beliefs, unlike compliance or identification.

2. Which of the following is most likely to cause compliance rather than internalisation?

Compliance occurs mainly due to normative social influence where the individual seeks social approval.

3. According to Asch’s research, conformity rates increase most when:

Unanimity creates strong normative pressure; a dissenter reduces conformity.

4. In Milgram’s obedience study, which situational variable decreased obedience?

A less prestigious location reduces the perceived legitimacy of authority, lowering obedience.

5. Which factor is NOT part of the minority influence process?

Compliance is typically a majority response; minority influence relies on consistency, commitment, and flexibility.

6. What does an internal locus of control imply about resistance to social influence?

Internals believe in personal control, so they tend to resist social influence.

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