Social Influence: Performance, Conformity, and Cooperation

I. Norm Formation (Sherif 1936)

How are the standards for a norm set?

Experiment: Take a ambiguous (vague) object and lets let people set norms.

Sherif used the autokinetic effect. This is a small, fixed spot of light that appears to be moving. People differ in their estimates of the moves of the point.

Tested by themselves subjects, each subject came up with a different (characteristic) estimate of the move, a range.

This range was used as a reference point for this subject.

Sherif then brought together subjects that had very different ranges as reference points. They had to report their appraisal for the light movement. Coacting actors soon came up with a common standard for the moves. => norm formation

Later, individuals were tested by themselves. They estimated the same range that was set in the group session. The norm persisted.

Norms arise following a funnel or convergence effect

How does that happen in more complex situations?

=> socialization, power in negotiation, media coverage

II. Norm Conformity (Asch 1953)

Norms within the situation are clear. Lines of the same length have to be matched. norm: length of line.

Ash had a group of stooges (confederates of the experimenter) and one real subject. Everyone had to speak out his/her judgments about the obvious similarity or difference aloud.

Result: 1/3 of the real subjects judged identical or in the direction of the errors of the majority.

What would happen if they had to estimate the similarity of lines by themselves again?

Follow-up interviews with the same subjects revealed:

1. Distortion of judgement

2. Distortion of perception

3. Distortion of action

1. Distortion of judgement

Lack of confidence. They reported not what they saw, but what they felt was right.

2. Distortion of perception

Subjects internalized the norms of the group. They were unaware of their error.

3. Distortion of action

Compliance: subjects knew that their answers were wrong. However, they did not want to appear different and gave the "wrong" right answer.

III. Role Conformity

Zimbardo's (1972) Stanford Prison Experiment

Laboratory Experiments:

We systematically vary the independent variable (x) and

observe the changes in the dependent variable (y)

Question :  What are the dependent and independent variables in this experiment?

     IV:   prisoner v.s. guard (structural variable, the assignment of a role)    

    DV: behavior (role conformity of behavior)

VI Group Conformity

Groupthink

1.          Illusion of invulnerability

2.          Rationalization of counter arguments

3.          Negative stereotypes of opponents

4.          Pressure on dissent

5.          Self-censorship

6.          Assuming that everyone who remains silent is in agreement

7.            Shielding the group from adverse information

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