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5. Social Situations Affecting Influence
About this Lecture
In this lecture, we think about social situations that can increase or decrease social influence, focusing in particular on: (i) the impact of the closeness of the influencer to the person being influenced, as well as their physical setting – both factors explored in Milgram’s studies; (ii) the role of social time period and context, highlighted by considering that American’s in the 60’s (during Milgram’s experiment) might be more likely to conform than Americans now; (iii) the role that different cultural norms can play in deciding obedience and conformity levels; (iv) the impact that someone you know requesting compliance or demanding obedience has on influence levels; (v) other factors impacting social influence, including group size, literacy with the context and situation, and group identification.
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 - Social Situations Affecting Influence [Video]. MASSOLIT. https://www.massolit.io/courses/social-influence-obedience-compliance-and-conformity/social-situations-affecting-influence
Bouguettaya, A. "Social Influence – Obedience, Compliance and Conformity – Social Situations Affecting Influence." MASSOLIT, uploaded by MASSOLIT, 24 Mar 2022, https://www.massolit.io/courses/social-influence-obedience-compliance-and-conformity/social-situations-affecting-influence