Social Influence, Conformity and Obedience to Authority

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Social influence occurs when an individuals, thoughts, feeling or “behaviour is affected by the present of other people, in a number of different ways” (Haynes & Orrell, 1998). Purposely or not deliberately, as an outcome of the way the changed person identifies themselves in relationship to the influencer, other people and society in general. Social influence can include conformity, obedience, minority influence, dehumanisation and power. Conformity can be defined as ‘yielding in to group pressure’ (Crutchfield, 1954). Conformity focuses upon “the ways in which other people exert their influence upon us in such a way that we go along with them” (Davis & Houghton, 1995). It is also known as majority influence (or group pressure). With this there are many types of conforming: Normative conformity: Yielding to group pressure because a person wants to fit in with the group. Informational Conformity: This usually occurs when a person lacks knowledge and looks to the group for guidance. Compliance: Publicly changing behaviour to fit in with the group while privately disagreeing. Internationalisation: Publicly changing behaviour to fit in with the group and also agreeing with them privately. Ingratiation conformity: Where a person conforms to impress or gain favour/acceptance from other people. Non-conformity: This may amount to either (i) independence of behaviour, or (ii) anti-conformity, which amounts to rebellion against group norms for its own sake. An experiment to study conformity was conducted by Jenness (1932). With his experiment he asked student to estimate the number of beans in a bottle. He found that when the students were asked individually, in a group and then again individually there was a shift towards the groups estimate. This proved a case of normative conformity. Obedience is a form of

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