INTRODUCTION TO PSYCHOLOGY

ASSIGNMENT NO # 2

1. Conformity:
DEFINITION:
Conformity refers to when people adjust their behaviors, attitudes, feelings, and/or
beliefs to fit to a group norm.

DESCRIPTION:
In general, conformity is seen as a passive means of control in that group members do not
actually consciously aim to influence others. People actually observe the behavior of members
of the group and change their beliefs and perceptions accordingly. Either external (open
behaviors) or internal (beliefs and feelings) of essence may be the object of conformity.

Deutsch and Gerrard known as social influencers described two reasons why people
conform:

Normative Conformity:

 Yielding to group pressure because a person wants to fit in with the group. E.g.
Asch Line Study.
 Conforming because the person is scared of being rejected by the group.
 This type of conformity usually involves compliance – where a person publicly
accepts the views of a group but privately rejects them.

Informational conformity:

 This usually occurs when a person lacks knowledge and looks to the
group for guidance.
 Or when a person is in an ambiguous (i.e. unclear) situation and socially
compares their behavior with the group. E.g. Sherif's Study.
 This type of conformity usually involves internalization – where a person
accepts the views of the groups and adopts them as an individual.
 EXAMPLE:
Whenever we meet the person, we usually greet him with Salam, or
some other addresses. It is the social norm, which we follow because
society wants us to follow them. In case we do not greet the person, we
are assumed to be manner less or rude.

2. Compliance:

DEFINITION:
Compliance is when an individual changes his or her behavior in response to an explicit
or implicit request made by another person, it is also conceptualized as an external form
of social influence in that its focus is a change in overt behavior.
.
DESCRIPTION:

Compliance may arise as a result of changes in the inner views and emotions of individuals, such
internal improvements are not the key aim of compliance nor are they inherently appropriate
for the effectiveness of the order. As you can see, compliance can also require a direct appeal.
Somebody asks you to do something directly and you do it. The request can be even more
complex and even insidious in some circumstances.

TECHNIQUES:
Some techniques used in compliance are as following
 The “door-in-the-face” technique.
 The “foot-in-the-door” technique.
 The “that’s-not-at-all” technique.
 The “lowball” technique.

 The “door-in-the-face” technique.

In this process, advertisers begin by asking for a big commitment. They then make a
smaller and more rational appeal when the other person refuses.

Imagine, for example, that a company owner wants you to make a major investment in a
potential opportunity for business. The company owner wonders if you could at least
make a minor merchandise purchase to help them out after you refuse the order. You
might feel obligated to comply with their second appeal after rejecting the first bid.
  The “foot-in-the-door” technique.

In this technique, advertisers begin by asking for a small pledge and securing it. Once
the first request has already been dealt with, you are more likely to comply with a
second, bigger request as well.

For example, if you fill in for them for a day, your coworker asks. After you say yes, they
then inquire if for the remainder of the week you will only resume filling in.

 The “that’s-not-at-all” technique.

Have you ever caught yourself watching an infomercial on television? When a

commodity has been pitched, before the prospective purchaser has reached a decision,
the vendor then adds an extra bid. "When you buy a package of widgets now, we'll throw
in an extra gadget for free," the salesperson may say, "That's not it!" The aim is to make
the deal as compelling as possible.

 The “lowball” technique.

This method entails convincing a person to make a promise and then raising the
terms or stakes of that commitment.5 For example, before putting on a variety of
secret costs that then make the deal even more expensive, a salesperson may
get you to agree to purchase a certain mobile phone plan at a cheap price.

3. Obedience:
DEFINITION:
Obedience is a change in behavior as a result of a direct command from an authority
figure.

DESCRIPTION:

Obedience is an active form of influence in that it is usually directly initiated by an

authority figure and is typically external in that overt behaviors are generally the focus of
commands. 

 Obedience involves an order.

 Obedience is obeying someone with a higher status
 Obedience relies on social power

 EXAMPLE:
Milgram a psychologist performed an experiment in 1950s.
Milgram needed to know that if they were directed by an authority figure, would people
actually hurt another person. The pressure to obey is just how powerful?

The Milgram experiments involved putting participants in a room and directing them to
provide a "learner" situated in another room with electrical shocks. Unbeknownst to the
participant, the person who allegedly got the shocks was actually participating in the
experiment and merely responded to hypothetical shocks

Surprisingly, Milgram found that 65% of participants were willing to deliver the maximum level of
shocks on the orders of the experimenter..