Social Influence: Group Behavior
Social Influence: Group Behavior
Social Influence: Group Behavior
Group Behavior
Groups influence individual decision-making processes in a variety of ways, such
as groupthink, groupshift, and deindividuation.
LEARNING OBJECTIVES
KEY TAKEAWAYS
Key Points
Key Terms
While there are many ways a group can influence behavior, we will focus on
three key phenomena: groupthink, groupshift, and
deindividuation. Groupthink happens when group members, faced with an
important choice, become so focused on making a smooth, quick decision that
they overlook other, possibly more fruitful options. Groupshift is a phenomenon in
which the initial positions of individual members of a group are exaggerated
toward a more extreme position. Deindividuation happens when a person lets go
of self-consciousness and control and does what the group is doing, usually with
negative goals or outcomes. We will discuss these more in detail below.
Groupthink
Groupthink is a psychological phenomenon that occurs within a group of people,
in which the desire for harmony or conformity in the group results in an incorrect
or deviant decision-making outcome. It has been further defined as a mode of
thinking that people engage in when they are deeply involved in a cohesive
group, when the members’ strivings for unanimity override their motivation to
realistically appraise alternative courses of action.
Group members try to minimize conflict and reach a consensus decision without
critical evaluation of alternative ideas or viewpoints. Several conditions must take
place for groupthink to occur: the group must be isolated from outside influences;
loyalty must prevent individuals from raising controversial issues of alternative
solutions; there must be a loss of individual creativity and independent thinking;
and the group must experience the “illusion of invulnerability,” an inflated
certainty that the right decision has been made. Typically the group is under a
high level of pressure to make a decision, and it lacks an impartial leader. These
factors can lead a group to make a catastrophically bad decision. Nazi Germany
is often cited as a prime example of the negative potential of groupthink because
a number of factors, such as shared illusions and rationalizations and a lack of
individual accountability, allowed for a few powerful leaders to enlist many
otherwise “normal” people in committing mass acts of violence.
Groupshift
Obedience
Obedience is a form of social influence that occurs when a person yields to
explicit instructions or orders from an authority figure.
LEARNING OBJECTIVES
Explain how the Milgram and Stanford Prison experiments informed our understanding of
human obedience
KEY TAKEAWAYS
Key Points
Key Terms
Research on Obedience
Milgram
Milgram experiment setup: Illustration of the setup of a Milgram experiment. The experimenter (E)
convinces the subject (T) to give what he believes are painful electric shocks to another subject, who
is actually an actor (L). Many subjects continued to give shocks despite pleas of mercy from the
actors.
The participants were instructed that they had to shock a person in another room
for every wrong answer on a learning task, and the shocks increased with
intensity for each wrong answer. If participants questioned the procedure, the
researcher would encourage them further. The person receiving the “shock”
would make noises of pain, complain of heart pains, and even demonstrate
seizure-like behavior.
At this point, many participants indicated their desire to stop the experiment and
check on the confederate; however, most of them continued after being assured
they would not be held responsible. If at any time the participant indicated his
desire to halt the experiment, he was verbally encouraged to continue. If the
participant still wished to stop after all the verbal prods, the experiment ended.
Otherwise, it was only halted after the participant had given the maximum 450-
volt shock three times in a row.
A fraction of the way through the experiment, Zimbardo announced an end to the
study. It has been argued that the results of the study demonstrate the
impressionability and obedience of people when provided with a legitimizing
ideology, along with social and institutional support. The results indicate that
environmental factors have a significant affect on behavior. In addition to
environmental factors, Zimbardo attributes many of the guards’ actions
to deindividuation afforded by the authority position and even the anonymity of
the uniforms. The Abu Ghraib prison scandal has been interpreted based on the
results of this study, suggesting that deindividuation may also have impacted the
guards’ behavior in that situation.
Compliance
“Compliance” refers to a response, specifically a submission, made in reaction to
an implicit or explicit request.
LEARNING OBJECTIVES
Explain how certain strategies and group attributes may influence compliance
KEY TAKEAWAYS
Key Points
Key Terms
Foot-in-the-Door Technique
Door-in-the-Face Technique
This technique begins with an initial large request that the subject is not expected
to comply with. The large request is then followed by a second, more reasonable,
request. For instance, Jane asks her parents to pay for her vacation to Australia.
They flat-out refuse, because it is extremely expensive. She then says, “Well, if
you won’t pay for me to go to Australia, will you at least pay for me to go to New
York?” Her parents are more likely to comply with the more reasonable request,
after having rejected the initial, extreme request. The same request made in
isolation, however (just asking for a trip to New York), would not have been as
effective.
Low-Ball Technique
Low-balling: Low-balling is a tactic frequently used by salesmen. They will initially quote a
deceptively low offer and raise the price dramatically after an informal agreement has taken place
but before a contract is signed.
Ingratiation Technique
Norm-of-Reciprocity Technique
This is based on the social norm that people will return a favor when one is
granted to them. Compliance is more likely to occur when the requester has
previously complied with one of the target’s requests.
Conformity
In psychology, conformity is defined as the act of matching attitudes, beliefs, and
behaviors to group norms.
LEARNING OBJECTIVES
KEY TAKEAWAYS
Key Points
Key Terms
Conformity may result from either subtle, unconscious influences or direct and
overt social pressure. It does not require the physical presence of others to occur
—that is, knowledge of public opinion may cause an individual to conform to
societal norms even when alone. There are two major motivators to conformity:
normative influence and informational influence. Normative influence occurs
when an individual conforms in order to gain social acceptance and avoid social
rejection. For instance, men’s and women’s views of what the ideal body image
is have changed over time. Both men and women will conform to current norms
in order to be accepted by society and avoid social rejection.
Research on Conformity
Asch
Asch repeated this experiment with different experimental variables and identified
several factors that influence conformity. Presence of a true partner, who was
another real participant and gave the correct response, decreased levels of
conformity. Removing this partner halfway through the study caused increased
levels of conformity after their departure. Group size also influenced levels of
conformity such that smaller groups resulted in less conformity than larger
groups. Public responses, those that were spoken in the presence of the
confederates, were associated with higher levels of conformity than private,
written responses.
Sherif
Muzafer Sherif was interested in knowing how many people would change their
opinions to bring them in line with the opinion of a group. In his experiment
(1936), participants were placed in a dark room and asked to stare at a small dot
of light 15 feet away. They were then asked to estimate the amount it moved;
however, there was no real movement. Perceived motion was caused by the
visual illusion known as the autokinetic effect. On the first day, each person
perceived different amounts of movement, as they participated in the experiment
individually. From the second through the fourth day of the study, estimates were
agreed upon by the group. Because there was no actual movement, the number
that the group agreed on was a direct result of group conformity. Sherif
suggested this was a reflection of how social norms develop in larger society.