Revision:Social Influence

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In attempting to understand others and ourselves, we construct intuitive theories of human behaviour by performing the same tasks as a formal scientist: collecting data, detecting covariation, inferring causality. Our theories themselves can shape our perceptions of the data, distort our estimates of covariation and bias our evaluations of cause and effect e.g. we tend to remember information that is exciting rather than routine which biases our social judgements.

Brown(1986) - in-group rated as more likeable and fair; bad deeds attributed to the out-group.

Tajfel and Turner(1981) - Social identity theory - individual strive for a positive self image composed of personal identity and group identity (each one of us has several group identities) - emphasis on desirability of in-group etc. helps; seems to bolster self esteem through bolstering group esteem (Gergen, 1971)

Fiske and Taylor (1984) reviewed literature to show how we try to impress a person favourably.

Behaviour matching - try to match the target person's behaviour (e.g. if they confide in us we try to reciprocate)

Conform to situational norms try to behave appropriately in situations ( situational identity - Knight) e.g. in church / home / school / at disco.

Appreciating or flattering others - appreciation produces favourable response; flattery produces negative response.

Showing consistency among our beliefs - inconsistency generally seen as weakness.

Verbal and non-verbal behaviour should match - usually do if we are being sincere; when people perceive an inconsistency between what we are saying and what we are conveying with our body, the non-verbal channel is usually taken as conveying the true message (Argyle 1972).

When several people witness an event requiring intervention, each feels less responsibility than if he is on his own.  Two experimenters went into an off license and while the shopkeeper was in the back room walked off with a crate of lager saying "they'll never miss it" afterwards the "shopkeeper" returned to the counter - the theft was reported 65% of the time by people alone in the shop but only 51% when there were two customers.

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