Social psychology presentation 1

Why do people conform to social norms?Social Psychology

What is a social norm?

• Social norms are unwritten rules about how to behave. They provide us with an expected idea of how to behave in a particular group or culture.

• Mustafer Sherrif (1936) believed that social norms emerge in order to guide behaviour under conditions of uncertainty.

Video example…

Solomon Asch lift experiment

Group activity

• Everyone stand up

fMRI experiment

• Burns conducted an fMRI study with associates in order to monitor brain activity of patients while either conforming to a social norm or not.

Pluralistic ignorance

For example…

• Communist regime in Russia

• Binge drinking as part of the university culture

What is Conformity?

‘A type of social influence involving a change in belief or behavior in order to fit in with a group’

OR

‘Yielding to group pressure.” (Crutchfield, 1955)

Types of Conformity

• Normative

• Informational

• Compliance

• Internalisation

Asch Experiment - 3 lines

Non-Conformity

*Not everyone conforms to social norms

• Individuality

• Independence

• Unique

Conformity in Nazi Germany

• Adolf Eichmann

• Collection, transportation, extermination

• Obeying orders is the most important thing

• “I had to obey them without question”

Factors Affecting Conformity

Factors that INCREASE Conformity:

• Size of group

• Difficulty of task

Factors that DECREASE Conformity:

• Social support

• Answer in private

Behavioral Style

1. Consistency

2. Confidence

3. Unbiased

4. Resist

Cialdini’s 6 Principles of Influence1. Reciprocity

2. Commitment (and consistency)

3. Social Proof

4. Liking

5. Authority

6. Scarcity

Bystander Effect

DEFINITION:

When people don’t offer to help a ‘victim’ when other people are present.

“Following the crowd”

– if one person helps, everyone will

Video Example

FoMO – Fear of Missing Out

Founded by Dr Dan Herman in 1996, during a focus group study.

“Begins with the growing awareness of the virtually endless selection of attractive options.”

“Characterised by the desire to stay continually connected with what others are doing.”

IPhone 6 vs. Samsung Galaxy S5• Camera: 8 megapixels vs. 16 megapixels

• Video: 1920 x 1080 vs. 3840 x 2160

• Front Camera: 1.2 mp vs. 2.1mp

• Processor: dual core (1.4 GHz) vs. quad core (2.5 GHz)

• Talk time: 14h vs. 21h

• Samsung has wireless charging

Work vs. Social Dress Codes

Sunbathing

• Sunbathing is becoming much more of a social norm

• Tanned skin is seen as more attractive

• This is leading to an increase in Melanoma in women

Conclusion…

• Social norms are how society expects you to behave in certain situations

• Most people conform to social norms subconsciously

• Groups is the main external factor influencing conformity