Study Notes on “Social Influence: Theories of Conformity, Compliance and Obedience”

Introduction: Understanding Social Influence in Psychology

Social influence refers to the ways in which individuals’ thoughts, feelings, and behaviors are affected by the actual, imagined, or implied presence of others. As humans, we are social creatures, constantly interacting with those around us, and our decisions, actions, and even emotions can be strongly shaped by the presence of others. Social influence can take many forms, from conformity to compliance, and obedience to social norms. In psychology, understanding how and why people change their behavior in response to others is critical to understanding human behavior as a whole.

This module delves into the core theories and concepts behind conformity, compliance, and obedience—three fundamental aspects of social influence. We will explore the major theories, historical studies, and psychological mechanisms that underpin these phenomena, helping to better understand how people adjust their actions to align with group expectations or authority figures.

1. Conformity: Changing Behavior to Fit Group Norms

Conformity is the act of changing one’s beliefs or behaviors to match those of others, often in response to perceived group pressure. It is an automatic, sometimes unconscious process, where individuals adjust their attitudes, beliefs, and behaviors to align with the majority or societal expectations.

Types of Conformity

1. Normative Social Influence: This type of conformity is driven by the desire to fit in and be liked by others. It occurs when individuals go along with a group even if they do not personally agree with the group’s actions or beliefs. For example, laughing at a joke even if you do not find it funny, just to be part of the social group.
2. Informational Social Influence: This occurs when individuals look to others for guidance because they believe that the group possesses accurate information. In situations where uncertainty is high (e.g., during an emergency), people tend to follow the lead of others because they assume the group is correct. For instance, following others during an evacuation in an unfamiliar building.
3. Identification: Identification involves adopting behaviors or beliefs to establish or maintain a relationship with the group. This may not be as deeply internalized as other forms of conformity. An example is adopting a new style of dress to align with the values of a particular social group.
4. Internalization: This occurs when individuals not only conform to group norms but also adopt them as their own beliefs. The behavior change becomes deeply internalized, leading to long-term changes in attitudes or behavior.

Factors Influencing Conformity

Several factors influence how likely an individual is to conform:

• Group Size: Larger groups tend to exert more pressure to conform. Research suggests that conformity increases with group size, but only up to a certain point. After a group reaches about four or five members, the increase in conformity begins to diminish.
• Unanimity: Conformity is more likely when the group is unanimous. If even one person disagrees with the group, it significantly lowers the pressure to conform.
• Cohesion: People are more likely to conform to a group to which they feel emotionally attached or with which they share a sense of belonging.
• Status: Individuals are more likely to conform to higher-status individuals or those perceived to have more expertise.
• Cultural Norms: In collectivist cultures, where the group is valued over the individual, conformity tends to be higher than in individualistic cultures.

2. Compliance: Changing Behavior in Response to Direct Requests

Compliance is the act of changing one’s behavior in response to a direct request from another person, without the person necessarily having authority over you. It is an important aspect of social influence and can be seen in both everyday interactions and more structured settings, such as marketing or sales.

Techniques of Compliance

Several psychological principles can be employed to increase compliance, including:

1. Foot-in-the-Door Technique: This technique involves making a small request that the individual is likely to agree to, followed by a larger request. People are more likely to comply with the second request because they have already agreed to the first one. For example, asking someone to sign a petition and later requesting a donation for the cause.
2. Door-in-the-Face Technique: In this approach, a large, unreasonable request is made first, which is likely to be rejected. Following this, a smaller, more reasonable request is made, which the individual is more likely to accept. This tactic works on the principle of reciprocity—since the individual is “doing a favor” by agreeing to the smaller request, they feel more inclined to comply.
3. Lowballing: This technique involves getting someone to commit to a request before revealing additional information that might make the decision more costly or less appealing. For example, a salesperson might offer a product at a low price, only to reveal later that additional fees apply.
4. That’s-Not-All Technique: This involves making an initial offer and then improving the offer before the person has the chance to respond. The idea is that individuals are more likely to comply if they believe they are receiving a better deal than expected.
5. Ingratiation: This strategy involves using flattery or making the requester seem more likable in order to increase the chances of compliance. For instance, complimenting someone before asking them for a favor.

3. Obedience: Following Orders from Authority Figures

Obedience refers to the act of following direct orders or commands from an authority figure, even when these actions may contradict personal values or ethical standards. Unlike conformity, where there is no formal request or authority, obedience is typically driven by the presence of an authoritative figure.

Milgram’s Study of Obedience

One of the most famous studies of obedience was conducted by Stanley Milgram in the 1960s. Milgram’s experiment was designed to explore the extent to which individuals would obey authority figures, even when their actions might harm another person.

In the study, participants were instructed to administer electric shocks to a person (who was actually an actor) whenever they gave an incorrect answer. The shocks increased in intensity with each wrong answer. Despite hearing screams and pleas for mercy from the actor, most participants continued to administer the shocks when encouraged by the experimenter in a lab coat.

Key Findings:

• 65% of participants administered the highest level of shock.
• People are more likely to obey authority figures, even when it conflicts with their own morals.
• The presence of an authoritative figure (e.g., the experimenter in a white lab coat) increased the likelihood of obedience.

Factors Influencing Obedience

Several factors can influence the likelihood of obedience:

1. Legitimacy of the Authority: People are more likely to obey authority figures who are seen as legitimate or credible. For example, participants in Milgram’s study were more likely to obey when the experimenter was perceived as a legitimate authority figure.
2. Proximity of the Victim: When the victim (the person receiving the shocks) was in close proximity, obedience rates decreased. When the victim was distant (such as in another room), people were more likely to comply.
3. Proximity of the Authority: Obedience increases when the authority figure is physically present and directly instructing the individual. In Milgram’s study, the experimenter’s proximity played a role in obedience.
4. Social Support: The presence of others who dissent or refuse to obey can reduce the pressure on individuals to conform. If participants in Milgram’s study were joined by others who refused to continue, they were less likely to obey.

4. Group Influence: How Social Groups Shape Behavior

Groups exert a strong influence on individual behavior, often leading people to act in ways they would not if they were alone. The influence of groups is so powerful that it can lead to changes in opinions, behaviors, and even ethical decisions.

Groupthink: A Case of Poor Decision-Making

Groupthink occurs when the desire for group harmony and consensus overrides rational decision-making. In such situations, critical thinking is often abandoned in favor of maintaining cohesion within the group. Key factors that contribute to groupthink include:

• High group cohesion: The stronger the desire to maintain relationships within the group, the greater the likelihood of groupthink.
• Isolation from outside influences: When a group is isolated from outside input, it is more susceptible to faulty decision-making.
• Pressure to conform: Group members who dissent may face social pressure to comply, leading to a suppression of alternative viewpoints.

Social Norms and Social Influence

Social norms are rules that govern behavior within a group or society. They guide individuals on what is considered acceptable or unacceptable in social contexts. These norms shape conformity by exerting pressure on individuals to act in ways that align with group expectations. Nonconformity often results in social sanctions, such as exclusion or ridicule.

Conclusion: The Power of Social Influence in Shaping Human Behavior

Social influence is a powerful force that shapes the way individuals behave in different contexts. Whether through conformity, compliance, or obedience, social influence helps maintain order and cohesion in society but can also lead to negative consequences, such as the suppression of dissent or the blind following of harmful orders. Understanding these processes is crucial for gaining insight into human behavior, group dynamics, and the moral decisions individuals make in social settings.

As individuals and members of society, it is important to recognize the forces of social influence that shape our behavior and consider the ethical implications of our actions, both as followers and as leaders.