OBJECTIVES

• Discover why we • Factors that cause

conform. • Know the Weapons of Destructive Obedience
• Factors affecting Influence • How to resist D.O.
Conformity • Know the Persuasive • Stanley Milgram's
• Asch's Experiment Psychological Experiment
Manipulation
Techniques
SOCIAL INFLUENCE
- Efforts by one or more individuals to change
attitudes, beliefs, perceptions, or behaviors of
one or more others.
 CONFORMITY

• To c o n f o r m is to adjust your actions to a norm.

. COMPLIANCE

• To c o m p l y is tocome to an agreement about a course of

action.

. OBEDIENCE

• To o b e y istodoasanauthority figure commands

regardless of personal preference.
When have you gone along with
something that others have
said, just because you didn't
want to stand out?
CONFORMITY
• Changed induced by general rules
concerning what behavior is appropriate or
required in a given situation.
• Pressure to behave in ways that are viewed
as acceptable or appropriate by a group or
society generally.
SOCIAL NORMS
- Rules indicating how individuals are
expected to behave in specificsituations.
AUTOKINETIC PHENOMENON (MUZAFER SHERIF)

o The apparent movement of a single stationary source

of light in a dark room.
o Often used to study the emergence of norms and
social influence.

"¾'hen placed in a dark tunnel, tendency is to move

towards the light, same goes for norm because
people don't know what to do without rules so they
fallow if there is one."
FACTORS AFFECTING CONFORMITY

Situational
Norm
FACTORS AFFECTING CONFORMITY

Cohesiveness
- The extent to which we are attracted to a
social group and want to belong to it.
FACTORS AFFECTING CONFORMITY

Group Size
- The larger the group (8 or more), the greater
the number of people who behave in some
specific way, the greater our tendency to
conform.
FACTORS AFFECTING CONFORMITY

Social Norms
o Descriptive Norms
- What most people do in a given situation.
o Injunctive Norms
-What is ought to be done, what is approved
or disapproved behavior in givensituation.
FACTORS AFFECTING CONFORMITY

Situational Norms
- Norms that guide behavior in a certain
situation or environment.
SOCIAL ROOTS OF CONFORMITY
Why do people choose to go along? It is because of two factors:

Normative Social Influence

• The desire to be liked.

Informational Social Influence

• The desire to be right.
First

The need to maintain Individuality.

Second FACTORS
WH
The desire for personal control.
Y WE
Third
CHOOSE
NOTTO
Norms that encourage individualism. CONFORM
 First

Must beconsistent in their opposition.

Second FACTORS IN WHICH

THE MINORITY CAN
Must avoid appearing rigid or dogmatic SOMETIMES
INFLUENCE THE
Third
MAJORITY
Argue for a position that is consistent with
current social trends. (e.g. Nature advocates)
 Solomon
Asclh
Experimenil:

1 23
CONFORMITY
• Solomon Asch (1955)
studied conformity to
see if people would
conform to an
obviously wrong
op1•n1•on.
• 1/3 of participants went
1 2 3
along with the
Standard line Comparison lines
obviously incorrect
consensus.
CONFORMITY
• Participants on Asch's experiment
conformed because of the normative
social influence.
• They did not want to stand out from the
group and face possible ridicule; they
wanted to be part of the in-group.
• Discover why we • Factors that cause
conform. • Know the Weapons of Destructive Obedience
• Factors affectin g Influence • How to resist D.0.
Conformity • Know the Persuasive • Stanley Milgram's
• Asch's Experiment Psychological Experiment
Manipulation
Techniques
COMPLIANCE
• Change in behavior, generally
produced by a request.
• Direct efforts to get others to
change their behavior in specific
ways.
ROBERT B. CIALDINI, PH. D.

• Regents' Professor Emeritus of

Psychology and Marketing
at Arizona State University.
• He is best known for his book
on persuasion and marketing,
Influence: The Psychology of
Persuasion. Influence has sold
over 2 million copies and has
been translated into twenty-six
languages.
 Psychology .
The ofPersuasion
ROB[RTB.CIALD,INIP.H.O
RECIPROCATION
"The Old Give and Take... andTake."
COMMITME
OR
CONSISTEN
T ..--...

"Hobgoblins of the Mind."

''Truths are Us.''
 LI _.NG
OR
F ENDSHIP
''The Friendly Thief''
''Directed Deference.''
"The Rule of the Few."
PERSUASIVE PSYCHOLOGICAL
MANIPULATION TECHNIQUES
• Techniques used by compliance
professionals (e.g. salespeople, recruiters,
marketers, media, etc.).
• Can be used for manipulative purposes.
 FOOT-IN-THE-DOOR
- Consists in getting a "YES" to a low cost
action, difficult to be refused, in order to get
a "YES" to a much more costlyone.
LOWBALL TECHNIQUE
- Gaining compliance in which, when the
target person agrees, the requester would
change the deal to a more disadvantageous
place for the target person.
 DOOR-IN-THE-FACE
- Consists in getting a "NO" to a costly
request, impossible to be accepted or even
unrealistic, in order to get a "YES" to a much
more reasonable one.
THAT'S-NOT-ALL TECHNIQUE
- Gaining compliance in which the requester
offers additional benefits to target people
before they have decided whether to comply
or reject specific requests.
 FOOT-IN-THE-MOUTH
-Consists in preceding the request by a form
of address. Asking how are they. It catches
the person on a personal level.
EXAMPLE:
Pe rso n 1 : You look blooming today.
Person 2 : Why, thank you. (flattered)
Person 1: How are you? You see m happy!
Person 2: Oh yes I am!
Person 1: That's good to know! You go have a good d ay. ©
Person 2 : Thank you.
Person 1: Oh, by the way, could you lend me 150 pesos, because [...]

See how the "BECAUSE" technique is also utilized.

''BECAUSE'' TECHNIQUE

-People are more compliant when you give

people a reason for why you want them to
do something.
PLAYING-HARD-TO-GET
- Increasing compliance by suggesting that a
person or object is scarce or hard to obtain.
DEADLINE TECHNIQUE
- Increasing compliance by suggesting that
they only have limited time to take
advantage of some offer or to obtain some
item.
 FEAR-THEN-RELIEF
- Consists of creating stress before providing
a relief as a preparatory step for a later
request.
''BUT YOU ARE FREEOF'' TECHNIQUE

- Consists in clarifying after a request that the

targeted person should feel free not to
comply to the said request.
EXAMPLE:

''Could you please throw the garbage? I mean,

you're free to refuse, if anyone forces you."

- T h e evocation of freedom provoked the

compliance.
''A LITTLEISBETTER
THAN NOTHING'' TECHNIQUE
- Consists in helping the target to understand
that even a tiny contribution or
participation is better than nothing.
EXAMPLE:

Hello sir! I forgot my wallet and I really

need money to buy a bus ticket. Could
you please help me? Even 10 pesos
could help me.
ATTRIBUTION TECHNIQUE
- Consists in giving a persona good image of
his/herself, just by a simple sentence, which
will lead this person to accept your request
more easily.
 TOUCH TECHNIQUE
- Touching the person for a few secondwill
submit to your request.
 1. FOOT-IN-THE-DOOR
2. LOWBALL
3. DOOR-IN-THE-FACE
4. FOOT-IN-THE-MOUTH

PERSUASIVE 5. THAT'S-NOT-ALL
6. "BECAUSE"
PSYCHOLOGICAL 7. HARD-TO-GET
M IPULATION 8. DEADLINE
9. FEAR-THEN-RELIEF
TECHNIQUES 10. BUT-YOU-ARE-FREE-OF
11. A LITTLE IS BETTER THAN NOTHING
12. ATTRIBUTIONTECHNIQUE

13. TOUCH TECHNIQUE

SYMBOLIC SOCIAL INFLUENCE
- Psychological presence of others in
ours mental representation of them
influence our behavior and thought.
•
Be,-..cause o
AL .........
 First, the extent people are present in our thoughts, this may
trigger relational schemas. When relational schemas are
triggered, goals relevant to them may be activated.

Goal s
P resence of relevant t o
a person 1• n Triggers
our relational them may
schemas be
thoughts
activated
• For instance, if the goal of
helping others is triggered,
then we may become more
helpful.
• Our goals may affect our
behavior.
SECOND,

Psychological
presence of others
may trigger goals
which that person is
associated.
PERCEPTUAL CONTRAST
• A principle in human perception; it affects
the way we see the difference between two
things that are presented one after another.
• Simply put, if the second item is fairly
different from the first, we will tend to see
it more different than it actuallyis.
Sharon may be failing
Chemistry, but she gets
an "A" in Psychology.
• Discover why we • Factors that cause
conform. • Know the Weapons of Destructive Obedience
• Factors affecting Influence • How to resist D.0 .
Conformity • Know the Persuasive • Stanley Milgram's
• Asch's Experiment Psychological Experiment
Manipulation
Techniques
OBEDIENCE
- Social Influence in which one
person simply orders one or more
others to do what they want.
Not much is to be said regarding obedience, only
that it is unparalleled in controlling people
because it is exhibited by people in power
especially authorities in position. Stanley
Milgram's famous experiment, "Destructive
Obedience," is to be remembered.
 MILGRAM EXPERIMENT E
• The Milgram eXJ?eriment on
obedience to authority T
figures was a series of
notable social
psychology experiments
conducted byYale University
psychologist Stanley Milgram
• Which measured the willingness
of study participants
to obey an authority figure who
instructed them to perform acts
that conflicted with their
personal conscience. L
"Ordinary people, simply doing
their jobs, and without any
particular hostility on their part,
can become agents in a terrible
destructive process. Moreover,
even when the destructive effects
of their work become patently
clear, and they are asked to carry
out actions incompatible with
fundamental standards of
morality, relatively few people
have the resources needed to
resist authority."
File Name: st anley_Milgr am _Experim ent_OBEDIENC.Eaui
f i l e Size: 520.43 MB
Resolut ion:384x288
Duration: 00:44:40
FACTORS THAT CAUSE DESTRUCTIVE OBEDIENCE

P s o n s _in authority often have

Persons in authority assume
v1s1ble signs of their status a n d
responsibility
power

Strong tendency
to obey

Con1111a11ds are gradual in

11ature, a11cl clo 11ot start o u t
vvi tl1 orders lo perforrn extre111e
actio11s
 Individuals must remind
themselves that they, not the
authorities, are responsible for
any hard produced

How to resist D.O.

• Discover why we ,...-:al use
conform. -- - _. .... cave Obedience
• Fac tor s a ffecti% resist D.O.
Conformity ;l Milgram's
• Asch's Experiment -r riment
''It takes tremendous discipline
to control the influence, the
power you have over other
people's lives."
-Clint Eastwood