MASSOLIT - Social Influence – Obedience, Compliance and Conformity: Key Questions about Social Influence | Video lecture by Dr Ayoub Bouguettaya, Birmingham University

6. Key Questions about Social Influence

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About this Lecture

Lecture

In this sixth and final module, we think about some key conclusions that can be drawn on social influence, focusing in particular on: (i) how often people typically change their views in response to new information; (ii) whether the powerful nature of influence from our own social groups has more of a good or bad outcome; (iii) the difference between normative social influence, informational influence and private change; (iv) the recognition that social influence is still present and could be used for nefarious purposes again.

Course

This course, by Dr Ayoub Bouguettaya (University of Birmingham), explores social influence in its three primary forms: obedience, compliance, and conformity. In the first module, 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 module, we define and explain the afore mentioned three types of social influence. In the third module, 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 module, we think about social situational factors which can impact social influence. In the sixth and final module, we think about some conclusions that can be drawn on social influence, including its sustained prevalence in modern society.

Lecturer

Dr Ayoub Bouguettaya is a lecturer in the School of Psychology at the University of Birmingham. His research centres around social psychology and how knowledge from that field can be applied to others, particularly health. Dr Bouguettaya is interested in how we can apply social identity theory to societal problems, as well as investigating the different perspectives one might taken on those issues. His recent publications have spanned a breadth of topics including social identification, eating behaviours, conspiracy theories, and behavioural economics.