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4. Individual Factors Affecting Influence
About this Lecture
In this lecture, we think about individual variables that can increase or decrease social influence, focusing in particular on: (i) naivety, low reflective skills and a lack of self-awareness as common factors associated with high levels of influence susceptibility; (ii) the ways in which compliance requests can be pitched in order to have the greatest impact on individuals scoring highly on different combinations of the ‘Big Five’ personality traits; (iii) the impact of the influencer’s status on conformity levels; (iv) the fact that influence levels are often much higher when the influencer is perceived to be similar to the person they are intending to influence.
In this course, Dr Ayoub Bouguettaya (University of Birmingham) explores social influence in its three primary forms: obedience, compliance, and conformity. In the first lecture, we think about what social influence is and the power it can have, even when the influencer themselves is not physically present. In the second lecture, we define and explain the afore mentioned three types of social influence. In the third lecture, we think about some early research into social influence, including Milgram’s studies on obedience and Asch’s studies on conformity. Next, we think about individual variables that can increase or decrease social influence. In the fifth lecture, we think about social situational factors which can impact social influence. In the sixth and final lecture, we think about some conclusions that can be drawn on social influence, including its sustained prevalence in modern society.
Dr Ayoub Bouguettaya is a lecturer in the School of Psychology at the University of Birmingham. Dr Bouguettaya’s research interests are in social psychology and how knowledge from that field can be applied to others, particularly health, including how we can apply social identity theory to societal problems, as well as investigating the different perspectives one might take on those issues. Some of Dr Bouguettaya’s recent publications include 'The relationship between gambling advertising and gambling attitudes, intentions and behaviours: a critical and meta-analytic review' (2020) and 'The Effect of a Food Addiction Explanation Model for Weight Control and Obesity on Weight Stigma' (2020).
Cite this Lecture
Bouguettaya, A. (2022, March 24). Social Influence – Obedience, Compliance and Conformity - Individual Factors Affecting Influence [Video]. MASSOLIT. https://www.massolit.io/courses/social-influence-obedience-compliance-and-conformity/individual-factors-affecting-influence
Bouguettaya, A. "Social Influence – Obedience, Compliance and Conformity – Individual Factors Affecting Influence." MASSOLIT, uploaded by MASSOLIT, 24 Mar 2022, https://www.massolit.io/courses/social-influence-obedience-compliance-and-conformity/individual-factors-affecting-influence