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Social Influence – Resistance to Influence

2. Non-Conformity and Disobedience

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In this lecture, we think about non-conformity and disobedience, focusing in particular on: (i) the ubiquitous presence of advertising in both real and online life; (ii) the skipping or ignoring of adverts as a form of avoiding being influenced by them; (iii) protests as an example of non-conformity and disobedience through exercising a right to freedom of speech; (iv) protests as an outwards demonstration of non-conformity and disobedience, showing the individuals’ confidence in their actions and views; (v) factors which can instigate resistance in individuals, divided into dispositional and situational.


In this course, Professor Gordon Sammut (London School of Economics) explores resistance to social influence. In the first lecture, we think about the concepts of conformity and obedience. In the second lecture, we think about non-conformity and disobedience as concepts of resisting social influence. Next, we think about some key individual differences explanations for why people differ in their resistance to influence. In the fourth and final lecture, we think about the impact of situation and circumstance on resistance to influence.


Professor Gordon Sammut is a visiting fellow in the Department of Psychological and Behavioural Science at the London School of Economics and Political Science. Professor Sammut’s research interests are in intercultural and intergroup relations, the theory of social representations and modalities of social influence. Some of Professor Sammut’s recent publications include 'The Psychology of social Influence: Modes and Modalities of Shifting Common Sense' (2021) and '‘Social Re-presentation for…’: An Action-Oriented Formula for Intergroup Relations Research' (2020).

Cite this Lecture

APA style

Sammut, G. (2022, June 06). Social Influence – Resistance to Influence - Non-Conformity and Disobedience [Video]. MASSOLIT.

MLA style

Sammut, G. "Social Influence – Resistance to Influence – Non-Conformity and Disobedience." MASSOLIT, uploaded by MASSOLIT, 06 Jun 2022,

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