Kuliah 8

Pengaruh Sosial
Outline
▪ Bagaimana Dan Mengapa Orang Mudah terpengaruh dengan orang lain
▪ Sebahagian Dari Aspek Perubahan Sikap –Iaitu Secara Langsung Atau Tidak Langsung.
▪ Tidak Ada Seorang Pun Orang Dlm Masyarakat Imune (Terlepas) Dari Pengaruh Sosial
▪ Dan Tidak Ada Satu Pun Kelompok Dalam Dunia Ini Yang Berfungsi Tanpa Sedikitpun Kawalan Ke Atas
Ahlinya
▪ Pengaruh Sedia ada secara direct dan indirect
▪ Kesan daripadaapayang kitafikirkan dan lakukan
▪ SejauhmanaMasyarakat Mengawal Dan Mempengaruhi T/Laku Melalui Sistem Perundangan/Politik
Conformity: When and why
Informational social influence
Conforming to be right or to gain
knowledge (internalization)
Why???
● To act appropriately
● To avoid standing
outstanding
● E.g: Sherif’s experiment
Normative social influence
Conforming to be accepted/liked
and belong to a group despite
privately disagreeing
(compliance/identification)
Why??
● Reward/approval
● Avoid Punishment
● Asch line’s experiment
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 Types of Social Influence
Conformity Compliance Obedience

chang ing one’s behavior responding favorably social influence in which

in response to to an explicit request the less powerful person in
real or imagined by another person an unequal power relationship
pressure from others submits to the demands of
the more powerful person
 Conformity
(keakuran/ikut keadaan)

Di dorong oleh keinginan

supaya menerima
mengikuti dan menyetujui
pandangan ramai

Figure 1 Types of Conformity

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 What Are the Classic Conformity and Obedience Studies?

Researchers use laboratory microcultures that simplify and simulated

important features of everyday influences.

Three classic sets of studies demonstrate methods for studying

conformity.
• Muzafer Sherif’s studies of norm formation.
• Solomon Asch’s studies of group pressure.
• Stanley Milgram’s obedience studies.

© McGraw Hill LLC 7

 Sherif’s Studies of Norm Formation 1

Sherif wanted to isolate and then experiment with norm formation to

figure out how people come to agree on something.

Over a sequence of exposures of a light in which the position of the light

did not change, he asked participants to determine how much the point
of light had moved.
• Responses changed markedly.
• Autokinetic phenomenon: self (auto) motion (kinetic); the apparent movement
of a stationary point of light in the dark.

© McGraw Hill LLC 8

 Sherif’s Studies of Norm Formation 2

Other examples of our suggestibility:

• Contagious yawning.
• Comedy-show laugh tracks.
• Mood linkage in social systems.
• “Chameleon effect” and our natural mimicry.
• Mass hysteria: suggestibility to problems that spreads throughout a large group of
people.
• Especially disturbing forms of mass hysteria: socially contagious conversion
disorder; suicide; gun violence.

© McGraw Hill LLC 9

 Asch’s Studies of Group Pressure 1

Asch offered a series of comparisons for which six

confederates gave incorrect answers to see if a
participant would agree even when he knew they
were not correct.
• Some people never conformed by giving the wrong answer;
but 75% did so at least once.
• All told, 37% of the responses were conforming, but 63% did
not conform.
• Over the decades, when similar experiments were held,
fewer students were willing to conform.

© McGraw Hill LLC 1

 Figure 4 Sample Comparison from Solomon Asch’s Conformity
Procedure
The participants judged which of three comparison lines matched the standard.

© McGraw Hill LLC 11

 Asch’s Studies of Group Pressure 2

Sherif and Asch results are startling because they involved no obvious
pressure to conform.

Other experiments have explored conformity in everyday situations.

• Dental flossing.
• Cancer screening.
• Soccer referee decisions.
• Eating.

How compliant will people be if directly coerced?

© McGraw Hill LLC 1

 Asch line

© McGraw Hill LLC

 Milgram’s Obedience Studies 1

Milgram’s studies tested what happens when the demands of authority

clash with the demands of conscience.
One experiment required one participant to teach a list of word pairs to
another participant and punish errors by delivering shocks of increasing
intensity.
• Despite expectations to the contrary, 65% of participants continued the shocks to
the highest voltage.

© McGraw Hill LLC 1

 Milgram’s Obedience Studies 2

Results to the electric shock study remained similar

even when the learner’s protests were made more
compelling; and when later studies included women.

Four features of Milgram’s study mirror

well-documented psychological effects that
increase compliance and obedience.
• “Slippery slope” of small requests that escalate.
• Framing of shock-giving as a social norm.
• Opportunity to deny responsibility.
• Limited time to reflect on the decision.

© McGraw Hill LLC 1

 The Ethics of Milgram’s Studies

Milgram’s experiment has garnered several criticisms.

• Experiment stressed the participants against their will.
• Studies were unethical because participants were deceived
about their purpose.
• Participants’ self-concepts may have been altered.

Milgram believed that the results generated important

lessons.
• Participants were primarily supportive after the deception
was revealed.

© McGraw Hill LLC 1

 1
Milgrams study- destructive commands
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Subjek terlibat dlm eksperimen sebagai murid dan guru-dan

murid gagal menjawab diberi kejutan letrik apabila diarah oleh
juru eksperimen
Ramalan sebelum kajian berlangsung
Ahli psikiatri hanya 1/1000 sahaja sanggup
Pendapat orangramai setakat 150 volt saja
Orang konservatif pula berpendapart tiada manusia yg
sanggup buat begitu
The reality was quite different.
18
 Factors affecting Group Size
conformity Resisting
Group Unanimity conformity
pressures
pressures
Anoynimity

Expertise
Difficulty Culture & Status
Desire for individuality
Gender
of tasks more conformity occurs in collectivistic cultures,
regardless of group size

Desireto exert control over one's life

as the need for personal control increases,
conformity decreases
Faktor mempengaruhi keakuran
Kejelekitan
Saiz kumpulan
Norma Deskriptif-apa yang kebanyakan orang buat
dalam situasi tertentu (how)
Norma injunktif-specifik apa yang patut dan tidak patut
buat (should)
Desire to be right and the fear of rejection
Gender and Conformity
- Women tend to conform more than men
- This is due to social roles and traditional views
of men and women
- Men tend to less conform in private settings
- Under certain conditions, the minority can
influence the majority
COMPLIANCE
Compliance (Keturutan/Kesetujuan)
Getting people to say yes FRIEN DS HIP/ LIKIN G
“she seems g enuine and nice”
to a request
C OM M ITM EN T/ C ON S IS TEN C
“I’m committed to the cause”

Publicly acting in accord

with a direct request
M ay be as s ociated with SCARCITY AUTHOTITY
attitude chang e (internal “only one left” “seems leg itimate”
compliance)
M ay comply without attitude
change (external
RECIPROCITY
compliance) “she helped me so I should return favor”

CONSENSUS
" everyone else is doing it”
Conformity Types; Compliance, Internalisation, Identification
 COMPLIANCE TECHNIQUES
LIKING COMMITMENT SCARCITY RECIPROCACY

ing ratiation - enhance foot-in-the-door- small playing hard to g et- door-in-the-face- larg e
self or flatter target request followed by sug g esting item is request followed by
personal appeals - larger one scarce (valuable) smaller one
appeal to feelings of lowballing - chang ing deadline technique- “that’s not all”-
loyalty, friendship the deal midstream limited time to buy sweeten the deal
midstream

RATIONAL PERSUASION MOOD

Elaboration - likelihood model
Negative mood •negative state relief hypothesis - The idea that
people engage in certain actions, such as agreeing to a request,
in order to relieve negative feelings and to feel better about
themselves
Positive mood- prime happy thoughts (AIM model) •
Inspirational appeals
 Research Findings in the foot in the door Technique
• Freedman & Fraser (1966)
• Asking residents to sign a petition to support
the campaign of safe driving
• Almost everyone complied with this small
request
• Few weeks later different experimenter for
a larger request that is to place huge sign
drive carefully in their frontlawns
• More than half of those who had sign the
initial petition agreed to a second request.
In comparison only 17% people who had
not been asked to the initial petition were
agreed to do so
Permintaan diperingkat awal
• semakin tinggilah tahap kesetujuan
yangdijangkakan
• Permulaan yg kecil akan menghasilkan
satu tarikan awal, dan kemungkinan
untukakur/setuju pada masa depan
adalah tinggi
• Teknik persuasif ini hanya
berkesan jika permintaan
bersesuaian dengan norma dan
keinginan personal individu
OBEDIENCE
Kepatuhan/keakuran
A change of behavior due to
commands of others in authority
Obedience to authority
Obedience to authority-Only following orders
US army soldiers melakukan pembunuhan kejam-ratusan kanak-kanak
dan orang tua dibunuh dan dicampakkan ke dalam parit bayi ditikam
dengan benet yang muda dirogol
They were only following orders to rid the area of North Communist enemies
etnic cleansing Bosnian Serb, hollocaust, pembunuhan di Satila
palestin
Di Malaysia, kumpulan Ibrahim libyaditembak
 COERCIVE
Ability to punish or remove positive
consequences

Change behavior in REWARDS

Ability to provide positive or remove
response to direct orders neg ative consequences

from authority EXPERT

Person has expertise (knowledg e)
Performance of an action in not widely available
response to a direct order from
an authority figure
LEGITIMATE
More likely than other types of
Believe person has influence
social influence to imply a because of role
result of personal freedom
Seen as a sign of maturity in
REFERENT
many situations.
People identify with or want to be
like authority fig ure
 Related Theories
psychological People believe they are free to do certain S o c i a l Impact
reactance Theory things. Theory
If they think these freedoms are threatened,
they will act to assert their independence.
Being truly independent does not involve
reactance.
Anti-confomity is chronic opposition to all
social influence.
S hows reactance in action

The amount of influence others

minority have is a function of their:
influence Theory Groups holding the minority opinion are most Number
influential when: Strength
Cons is tent and confident Immediacy
Similar to majority in every way but the disputed
opinion (single minority) People form like-minded s ocial
Arguing in the same direction as evolving clusters that reinforce their
cultural norms viewpoints.
 2
Analysis of Obedience 3
Obedience to authorities is based on three factors:
1.The legitimacy of the system-
arahan yg berkuasa dilihat sentiasa tepat dan betul-contoh kerajaan,
keluarga, organisasi ttentu
2. The legitimacy of the authorities or power holders within the
system-
seseorang yg memegang jawatan- Jeneral, IGP, tetapi seseorang yg
memenangi pilihanraya dilihat kurang kuasa legitimasi
3. The legitimacy of their demands-
merujuk kpd persepsi seseorang bhw apa yang diarah bersesuaian dan sah
dan patut berdasarkan rank
 2
Milgram Study 0

Mewujudkan satu simulasi makmal

Subjek secara sukarela menyertai kajian kesan
punishment ke atas pembelajaran
Subjek diambil secara berpasangan untuk setiap
sesi sebagai ‘learner’ dan ‘teacher’
Teacher memberi pasangan perkataan untuk dingati
oleh leaner jika salah kejutan letrik dikenakan
Ada 30 suiz tahap kejutan dari serendah 15v hingga
450v
Semakin banyak silap paras kejutan letrik
dinaikkan
 2
4
Obedience -Implikasi kajian

Arahan yang tidak bersifat penyalahan pada diri

pelaku menyebabkan orang patuh
Arahan yang bersifat ancaman akan dipatuhi
Arahan dari pihak yang berautoriti akan dipatuhi
KEY TERMS

• Conformity: A change in one’s behavior due to real or imagined influence of other people
• Informational Social Influence: Relying on other people as a source of information to guide our behavior, which leads to conformity
because we believe that others’ interpretation of an ambiguous situation is correct
• Private Acceptance: Conforming to other people’s behavior out of a genuine belief that what they are doing or saying is right
• Public Compliance: Conforming to other people’s behavior publicly without necessarily believing in what the other people are doing or
saying
• Social Norms: The implicit or explicit rules a group has for the acceptable behaviors, values, and beliefs of its members
• Normative Social Influence: Going along with what other people do to be liked and accepted by them, which leads to public conformity
with the group’s beliefs and behaviors but not always private acceptance of them
• Social Impact Theory: The idea that conforming to social influence depends on the group’s importance, immediacy, and the number of
people in the group
• Idiosyncrasy Credits: The tolerance a person earns, over time, by conforming to group norms; if enough credits are earned, the person can,
on occasion, deviate from the group without retribution
• Minority Influence: The case where a minority of group members influences the behavior or beliefs of the majority
• Injunctive Norms: People’s perceptions of what behaviors are approved or disapproved of by others
• Descriptive Norms: People’s perceptions of how people actually behave in given situations, regardless of whether the behavior is approved
or disapproved of by others
• Foot-in-the-Door Technique: Social influence strategy in which getting people to agree first to a small request makes them more likely to
agree later to a second, larger request
• Door-in-the-Face Technique: Social influence strategy in which first asking people for a large request that they will probably refuse makes
them more likely to agree later to a second, smaller request
• Propaganda: A deliberate, systematic attempt to advance a cause by manipulating mass attitudes and behaviors, often through misleading
or emotionally charged information
• Obedience: A change in one’s behavior due to the direct influence of an authority figure
• Reflection
• Have students compare and contrast conformity and obedience.

• Ask students if they can think of a time or provide an example of an

event when they were influenced by a minority opinion or action.

• Ask students to consider how they have conformed since arriving on

campus the first day.
Thank YOu

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