SOCIAL PSYCHOLOGY

TOPIC: SOCIAL INFLUENCE: CONFORMITY, COMPLIANCE AND OBEDIENCE

BY DR DOMINIC M NDENGU

Introduction:

We tend to influence each other in a variety of ways and each day we experience such
influence and most often we find ourselves imitating what others are doing. For
example, football fans chant songs as they observe others chanting and this comes
automatically. This means we have an impact on each other. The term social influence
refers to the ways in which people are affected by real or imagined pressures from
others. The kinds of influences that individuals experience come in different forms such
as: conformity, compliance, obedience and aggression. In all these the pressures the
behaviour may emanate from either an individual or group or institution and may be
constructive, (helping oneself or others) or destructive (hurting others). It is worth noting
that social influence varies according to the degree of pressures and that it moves in a
continuum. It is also worth noting that people will not always succumb to pressure; they
may conform to request or maintain their independence; may comply with directive or
choose to defy it. In this unit we will discuss what factors make people yield or resist
social influence and as teachers we are subjected to a lot of such influence which we
must learn to resist.

Conformity:
It is common to see how we are affected by the behaviour of others: when we see
others yawning we also yawn, when they laugh we also laugh and these behaviours
come intuitively or unconsciously. Conformity refers to the tendency for people to
change their perceptions, opinions, and behaviour in ways that are consistent with
group norms (what everyone does in a society) Would you remain seated during a
national anthem when everyone else is standing? Certainly note! So people find it
difficult to breach social norms.

Why do people conform?

One of the basic questions concerning group is what makes people to choose to go
along with social rules or expectations instead of resisting them? Studies by Sherif and
Asch demonstrated that people conform for two different reasons: through informational
influence and normative influence.

(a) The Desire to Be Liked : Normative Social Influence :

One of the most successful tactics is that we can make conscious efforts to appear to
be as similar to others as possible. Under normative influence however, people conform
because they fear the consequences of appearing deviant. We often behave in ways in
which we will not be disliked, rejected or ridiculed by the group especially if the group
wants to reach group consensus. From childhood, we learn that agreeing with the
persons around us, and behaving as they do, causes them to like us. One important
reason we conform is simple: we learn that doing so can generate the approval and
acceptance we expect. This source of social influence-and especially of conformity-is
known as normativesocial influence, since it involves making other alter their
behaviour to meet our expectations.

The Desire to Be Right; Informational Social Influence:

There are many matters or topics on which we have strong desire to be correct or
appropriate. Under this influence, people conform because they want to be correct in
their judgment and they assume that when others agree on something , they must be
right

For example we seek answers to questions like which colour of dress suits you best?
Whether your political or social views are correct or not? or Which hair style suits you?
However, there is difficulty in finding a system through which we can accurately get
answer to these things? But the solution to these questions is obvious: to answer these
questions, there is necessity of approaching other people. We use their opinion and
their actions as guides for our own. The verbal and non-verbal feedback given by them
helps us to satisfy the question mentioned earlier to major extent. Obviously, such
reliance on others can be another source of conformity, for in an important sense, other
people’s actions and opinions define social reality for us. This source of social influence
is known as informational social influence, since it is based on our tendency to depend
upon others as a source of information about many aspects of the social world.

Minority Influence: Does the Majority Always Rule?

People tend to conform when social pressures are intense and they are insecure. This
seems to be the case in the relationship between minority and majority, when the latter
may conform to reduce insecurity. But is it always so? Common-sense would suggest
that as the number of people in a majority increases so should be their influence.. But
this is not necessarily so. Additional people may lead to what economists call “law of
diminishing returns”, where additional numbers may lead to a point when their influence
may be negligible. Presumably as more and more people are added to the group, they
might be expressing the same facts, opinions creating a suspicion in the individuals.

In a number of cases minority rule has prevailed, but what are the techniques for such
success?

Research findings suggest that they are most likely to succeed under certain
conditions, which are discussed below:

First, the members of such minority groups must be consistent in their opposition to
majority opinions. If they show sign of yielding to the majority view, their impact is
reduced.

Second, the members of the minority must avoid appearing to be rigid and dogmatic. A
minority that merely repeats the same position over and over again is less persuasive
than one that which demonstrates degree of flexibility.

Third, the general social context in which a minority operates is important. If a minority
argues for a position that is consistent with current social trends (e.g., conservative
views at a time of growing conservatism), its chances of influencing the majority are
greater than if it argues for a position that is out of step with such trend.

Conformity, age and sex differences

Although personality factors are hard to pin down as influential in conformity, there is
evidence to suggest that age difference play a role in conformity. Studies have shown
that children and young adults do conform more to adult pressures than do adolescents.
For example, adolescents quickly turn to peers for guidance on how to dress, and how
to behave in ways that are “cool”.

In terms of sex, while earlier (classical) studies had shown that women are easily prone
to conformity (being considered a weaker sex), recent studies have shown sex
difference to be weak and therefore cannot be generalized.
 Cultural Influences

Cultures widely differ in their social norms and therefore the way we respond to them
will equally differ. But as we move from one culture to the other we need to be sensitive
to what is acceptable and what is not. For example in most African/ Malawian societies,
a child receiving things from an elder with both hands is a sign of respect and yet in
other societies, it might imply that the child wants to receive things to fill both hands;
also while emptying the food given onto a plate could be sign of having enjoyed the
meal, in other societies it might imply that the food you gave him was not adequate.

Culture also differs in the extent to which people adhere to their social norms. While
some cultures value individualism, others believe in collectivism. Individualism
comprises virtues such as independence, autonomy and self-reliance. Under
individualism personal goals take priority over group allegiance. Individualism is
common in westernized societies that are affluent, industrialized, heterogeneous and
complex. In collectivism, the virtues of interdependence, cooperation and harmony take
priority over personal goals. Collectivism is common in developing countries like
Malawi. Cultures that allow individualism and which are heterogeneous tend to be more
permissive of dissent, allowing for more individual expression while cultures that are
allow collectivism and which share the same language or religion tend to be more rigid
and intolerant of those from other cultures.

Compliance:
While in conformity people follow implicit or explicit group norms, in compliance people
make direct requests to us in the hope that we will comply. Compliance therefore,
means change in behaviour that are elicited by direct request.

How does compliance occur?

Language of request: Sometimes we comply by the manner in which the request has
been phrased. Ellen Lange It is a proven fact that words alone can sometimes trick us
into submission. Note the following examples: To which request would we readily
comply?

• Can I use the photocopier?

• Can I use the photocopier, please?
• Can I use the photocopier please? I have an appointment with a doctor at 10?

Setting traps: Sequential request strategies

You might have noted how vendors pressurise us into complying with their request to
buy their merchandise. They will keep on enticing us with their requests until we
eventually give in and buy their item. Social psychologists share this knowledge and
have studied several compliance techniques that are based on making two or more
related requests, some of which are discussed here below

Foot in the door technique:

Under this technique, a person is presented with a small initial request that she/he
cannot refuse. Once that first commitment is elicited, the chances are increased that
another larger request will succeed. Psychologically this is based on self- perception
theory, which states that people infer their attitudes by observing their own behaviour.
The process is a two- step one: You observe your own behaviour in the initial situation
and come to see yourself as a kind of a person that is very cooperative when
approached with a request. Second, when confronted with a more demanding request,
you will respond to maintain your self- image and in so doing comply with the request
and indeed subsequent requests. Cialdini (2007) observed that this technique can be
used to manipulate a person’s self- image turning citizens into ‘public servants’,
prospects into ‘customers’ prisoners into ‘collaborators’ and I would add, deviant school
children into ‘collaborative learners.’ So under this technique, once you have got a
person’s self- image where you want it, he should comply naturally with a whole range
of your requests that are consistent with this view of him/her.

Low-balling:

This is very common with sales persons. You want to buy an item and the saleslady
tells you the price. But you would like to bargain for a reduced price. The saleslady tells
you she has to consult the boss, but upon return, she tells you “I am sorry, the boss
wouldn’t approve the sale” and instead comes up with a slightly higher price and
promising you that the item is just quite good and this is the best price you could get on
the market. By this time you had already began feeling the thrill of possessing the item
and probably enjoying having it. You will probably comply with the new price and still
buy the item. Why? Low-balling produces another form of commitment. So although the
saleslady was unable to complete the deal, you might feel obliged to buy it anyway,
having already agreed to purchase it. Burger and Cornelius (2003) warn that this may
explain why people are most vulnerable to the low ball when they make their
commitment in public rather than in private.
The door in the face

While the door in the foot and low-balling work shifting from initial small request to larger
one, the door in the face operate in the opposite direction. Under this technique, an
individual makes an initial request that is so huge and is rejected but then follows it with
a second more reasonable request, which is then taken in. Why? Is it that the second
one is faring better than the first one? Social psychologists have put forward the
following propositions for the acceptance of this request which involves the principle of
‘perceptual contrast’, meaning that the target person will view the difference as being
trivial and is obliged to accept.

That’s not all

An initial request is followed, before the target person can make up or his/her his mind
to say yes or no, a small incentive is offered by the person who is using this tactic
sweetens the deal. For example, auto dealers sometimes decide to throw in a small
additional option to the car for e.g., free full tank fill, offer of seat cover, etc., in the hope
that this will help them close the deal; and often, it really helps! Persons on the receiving
end of the that’s-not all technique view this small extra as a concession on the part of
the other person, and so feel obligated to make a concession themselves.

Assertiveness

Sometimes we want to maintain our autonomy in the face of conformity pressure or

compliance as a result of direct requests, and say no. We practice assertiveness. It is
very important that as teachers we should be able to resist unnecessary pressures of
conformity and compliance. We need to teach these skills to our learners too especially
regarding sexual demands by peers of opposite sex as succumbing to such pressures
may lead to risky sexual behaviours and to STIs including HIV and AIDS. The next unit
is discussing the issue of HIV and AIDS. A more detailed account on assertiveness
appears in Life Skills.

Obedience

Obedience occurs when people obey commands or orders from others to do something.
Obedience is less frequent than conformity or compliance, because even persons who
possess authority and power generally prefer to exert it through the velvet glove-through
requests rather than direct orders. Business executives sometimes issue orders to their
subordinates; military officers shout commands that they expect to be followed without
questions; and parents, police officers, and sports coaches, to name a few, seek to
influence others in the same manner.

It is funny, the way we react to authority. This stems from how we were brought up; to
respect legitimate forms of leadership. For example we have to think twice to defy our
parents, teachers, chiefs, pastors, employers, coaches and government officials.
Obedience refers to behaviour change produced by the command of authority (Kassim,
Fein & Markus, 2008). The problem is that titles, uniforms, badges, or the trappings of
success even without credentials can sometimes turn people to blind obedience; where
they obey authority without thinking; leading to destructive obedience. Blind obedience
is not uncommon in the military!

Destructive obedience: Its social psychological basis :

Why does such destructive obedience occur?

1. In many life situations, Transfer of responsibility is the underlying phenomenon. “I

was only carrying out orders” is the defence mechanism many offer after obeying
harsh or cruel directions. In view of this fact, it is not surprising that many tended
to obey; after all, they are not held responsible for their actions.

2. These persons in authority often possess visible badges or signs of their status.
These consist of special uniforms, insignia, titles, and similar symbols. Faced
with such obvious reminders of who is in charge, most people find it difficult to
resist.

3. If there is anticipation that targets of influence might resist, then there is gradual
intensification of the authority figure’s orders. Initially command or request is
made for comparatively mild action but later it is increased in scope and
dangerous or objectionable behaviours are expected. For example, police are
first ordered to question, threaten, or arrest potential victims. Gradually, demands
are increased to the point where these personnel are commanded to even shoot
to kill unarmed civilians.

4. Events in many situations involving destructive obedience move very quickly:

demonstrations turn into riots, or arrests turn into mass beatings or even
 murders. The fast pace of such events gives participants little time for reflection:
people are ordered to obey and–almost automatically, they do so.

Destructive Obedience: Resisting Its Effects:

How can this type of social influence be resisted? Several strategies seem to help to
reduce tendencies to obey.

1. Individual can be reminded that you will be responsible for the harm produced by
following commands and not the authority. This will develop a sense of
responsibility for individual’s behaviour even for taking decision to follow
commands given by authority. Under these conditions, sharp reductions in the
tendency to obey have been observed.

2. Individuals can be provided with a clear indication that beyond some point,
unquestioning submission to destructive commands is inappropriate. One
procedure that is highly effective in this regard involves exposing individuals to
the actions of disobedient models- persons who refuse to obey an authority
figure’s commands. Research findings indicate that such models can greatly
reduce unquestioning obedience.

3. Individuals may find it easier to resist influence from authority figures if they
question the expertise and motives of these figures. Questions such, as are
authority figures really in a better position to judge what is appropriate and what
is not? What motives lie behind their commands-socially beneficial goals or
selfish gains? By asking such questions, persons who might otherwise obey may
find support for independence rather than submission.

4. Simply knowing about the power of authority figures to command blind obedience
may be helpful in itself.

5. Also, some research findings suggest that when individuals learn about the
results of social psychological research, they sometimes change their behaviour
to take account of this new knowledge. People that have undergone critical
thinking skills may not obey blindly.

Just as social influence processes can breed subservience to authority, they can also
breed rebellion and defiance. Have you ever heard of the first cabinet crisis in 1964
when six out of nine cabinet ministers in the Malawi Government rebelled against
President Dr Banda? There are numerous examples of rebellion to authority throughout
history but being rebellious is not necessarily a good thing neither is it a bad thing all the
time.