Social influence

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Chatham University *

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101

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Philosophy

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Oct 30, 2023

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Social Influence: changes in behavior because of actions by others 0:07 Sometimes occurs because others say something to 0:12 you or do something in the environment for 0:15 your behavior can also be affected by 0:18 the mere presence of other people if missing the environment and zoo. 0:20 Social influences in just about direct behavioral changes such 0:23 as when your mother yells at you to sit up 0:27 straight and so you go ahead and sit up straight. 0:28 Social Influence happens all the time, 0:30 even without specific directions. 0:33 Think about when you're in a classroom, 0:36 you sit around talking to your friends, 0:38 but as soon as the teacher walks in and says hello, 0:40 you immediately start to quiet down and face in-front for class to start. 0:43 So the teachers actions affected your behavior. 0:46 At the same time, someone simply being somewhere will influence your behavior. 0:50 For example, my behavior is totally different 0:56 depending on whether or not my mother is in the room. 0:58 She doesn't even need to say anything to me. 1:01 Her mere presence would make me act differently. 1:03 I will sit up straight, 1:05 I will make sure I don't cuss when I talk, 1:07 I will avoid any mention of politics or religion because that's just not a good idea. 1:09 The mere presence of a particular person in the same environment as me, 1:14 makes me act differently. 1:18 That happens all the time, 1:21 we act differently among some groups of friends,

1:22 than we do among others, 1:25 we act differently with our partners than we do with our friends, 1:26 we act differently with our parents than we do with our siblings. 1:28 Who is around and what they are doing, 1:31 will influence our own behavior. 1:34 There are two distinct ways that the presence of other people can affect your behavior, 1:41 either in positive way or negative way. 1:46 These two ways are social facilitation and social loafing. 1:48 Social facilitation is when you perform better because other people are around. 1:52 A good example would be running in a race versus running alone. 1:57 When you run in a race or at least with someone else, 2:00 you are less likely to slow down or take a break than if you're running alone. 2:03 But most runners actually post their best running times when they're running 2:07 competitive races because they're cheered on by 2:10 the audience and they're motivated by passing other people in the race. 2:12 Having other people with you when you run improves your running performance. 2:15 That doesn't always happen, right? 2:21 Sometimes having an audience can actually make you perform worse. 2:22 Social Loafing: A good example of this would be public speaking. 2:26 You might perform really well while you're practicing your speech at home, 2:28 but then as soon as you step foot on the stage in front of a lot of people, 2:32 you get really nervous and you screw up your speech. 2:35 That happens because social facilitation is mediated by skill. 2:38 What that means, is that when you are confident in your skills, 2:44 you will perform better with an audience because you're 2:48

competent and pushing yourself and you want to show off your skill . 2:50 But when you aren't confident in your skills, 2:53 you get too nervous with an audience in order for you to perform well. 2:56 The audience can actually make you perform 2:59 worse when you are not confident in your skills. 3:01 The effect of the audience, 3:04 the effective of the social environment is actually mediated 3:06 by the confidence that you have in your skills pertinent to that situation. 3:10 Social loafing is what we call it when having other people around me see perform worse. 3:16 In effect, you actually slack off on your behavior. 3:21 A good example of this would be we knew do group projects. 3:25 So when you know there are five other people in 3:28 your group who were going to do the work, you're going to slack off. 3:30 Merely having other people there to do the project 3:32 means that you will put in less effort and do less work. 3:34 Another example would be what happens when the teacher asks a question in class. 3:37 If you're not the only student and you can 3:41 slack off and let somebody else answer the questions. 3:43 But if you're the only student in that classroom, 3:46 you better pay attention because when the teacher asks the question, 3:48 you're the one who has to answer it. 3:51 As long as there are other students in the class, 3:52 and you can check your email or look at Twitter instead 3:55 of paying attention because you don't have to be the one who answers a question, 3:59 you can loaf in that social situation. 4:03 That's actually one of the reasons why smaller classes work better for learning. 4:05

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Because there aren't enough people for you to look during class, 4:09 you have to pay more attention, 4:11 you have to work harder than you would in a big class. 4:13 Another type of social influence is conformity. 4:19 Basically we do what everybody else is doing. 4:24 Now people tend to talk about conformity as if it's a bad thing, 4:26 but actually it is 4:29 a necessary behavioral pattern in order to avoid complete chaos in the world. 4:30 Think about if you walk into a bank and you notice that everyone is 4:36 standing in a line and you don't really know what the line is about, 4:39 but you go ahead and stay in the lane because you assume that everyone else is doing it. 4:43 You should be doing it too. 4:47 That is basic conformity, 4:48 and nine times out of 10 conformity will 4:51 lead you to the right behavior in that situation. 4:54 To think about if you didn't conform, 4:57 let's say you just walk to the front of the line of this bank. 4:59 Someone is going to yell at you, they're going to say, 5:01 "Hey, back in line." 5:03 If you don't go to the back of the line, 5:06 everyone in that line is going to be pissed at you and they're going to reject you. 5:08 The bank might even ask you to leave. Conformity effect 5:12 As long as you conform to what everyone else is doing, 5:14 then you can anticipate their reactions to you when they will react 5:18 positively to your behavior and when they will react negatively to be your behavior. 5:22 You can avoid rejection and ridicule by choosing to conform.

5:26 We conform in lots of ways we conform and how we dress, 5:31 how we talk, when we eat, lots of things. 5:34 By conforming to what everyone else is doing, we're avoiding ridicule. 5:37 No one is going to make one of our cloths if we're wearing what everyone else's wearing. 5:41 Nobody is going to make fun of us for 5:45 joining a club with a bunch of other people who are joining a too. 5:47 We are driven as human means to fit into a social group or to fit into society at large. 5:50 We conform in order to be fit in and to be accepted, 5:57 to make friends and to be part of a group. 6:01 Our brains are actually built by evolution to maximize this conformity. 6:03 The better we can fit in, 6:09 the more social groups we can be part of, 6:10 the greater our chances of survival in this world. 6:12 Generally, we think about conformity as a negative thing, 6:15 but it's actually a very necessary thing to society. 6:19 We talked a little bit earlier about social norms, 6:23 those unspoken behaviors you engage in, 6:28 in order to be accepted by society. 6:31 But I'm going to show you this video about conformity. 6:34 This is about how other people's behaviors, 6:37 even when they occur in violation of accepted social norms, 6:40 will affect your own behavior. 6:45 This give you a good idea, 6:46 about the difference between social norms and conformity. 6:48 In this video, noticed that people are conforming to a violation of 6:52 social norms in order to avoid the rejection and ridicule of others around them.

6:58 >> We set up a hidden camera experiment to see if 7:06 this woman would stand up at the sound of this tone. 7:09 [NOISE] Simply because everyone else is, 7:12 you might be thinking you'd never go along with this, or would you? 7:15 [NOISE] 7:19 After just three beeps, 7:28 and without knowing why she's doing it, 7:30 this woman is now conforming perfectly to the group. 7:32 [NOISE] But what happens if we take the group away? 7:35 >> Elaine please? 7:43 [MUSIC] 7:45 [NOISE] 8:06 >> Okay. Now she's alone. 8:06 The crowd is gone and nobody is watching her except our hidden cameras. 8:08 What do you think she'll do? 8:12 [NOISE] She's now conforming to the rules of the group without them even being there. 8:14 Now, watch what happens when we introduce another outsider who doesn't know the rules. 8:24 >> Have a seat and they'll be out in just a couple minutes. 8:30 Thanks so much. [NOISE] 8:33 >> Why are you standing? 8:51 >> Everybody was doing it, 8:52 so I thought I was supposed too. 8:54 >> Think she'll teach the new guy what to do? 8:56 [NOISE] 8:59 We kept the cameras rolling as more unsuspecting patients arrived. 9:13 [NOISE]

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9:16 Slowly but surely, 9:30 [NOISE] what began as a read and rule for this woman, 9:31 has now become the social norm for everyone in this waiting room. 9:37 [MUSIC] Here to explain what's going on in 9:41 their brains is Jonah Berger of the University of Pennsylvania. 9:44 >> This sort of internalized form of 9:48 her behavior is part of what we call social learning. 9:50 Starting at a very early age when we see members of our group perform a task, 9:52 our brains literally reward us for following in their footsteps. 9:56 >> When I saw everybody stand up, 9:59 I felt like I needed to join them otherwise, I'm like excluded. 10:01 Once I decided to go with it, 10:06 then I felt much more comfortable. 10:09 [NOISE] 10:12 >> Conformity is how we become socialized, 10:14 but it can also cause us to develop bad habits, repeat past wrongs. 10:16 >> It's why even this rebel who wasn't standing for any of this nonsense, 10:20 he eventually joined the ranks. 10:27 [MUSIC] The only thing 10:29 more shocking than seeing how easily conformity effects the way you act, 10:34 is that similar forces or subconsciously shaping the way you think right now. 10:39 >> So as you noticed in the video, 10:47 in the case of conformity, 10:49 you simply do and everyone else is doing. 10:51 This is different from social norms, 10:53 which is when you follow unspoken rules. 10:55

Conformity is when you imitate behavior, 10:57 even when it violates unspoken social rules or norms . 11:00 Now another form of social influence is compliance. 11:03 That basically means that you comply with someone else's wishes, 11:07 you change your behavior to fit with someone else wants. 11:11 Basically, if someone asks you to do something, you do it. 11:14 Like I asked my husband to do dishes. 11:17 He comprised by doing them, 11:19 or a teacher walks into the classroom and asks everyone to be quiet, 11:21 so class can start and you all comply. 11:24 A person on the phone, 11:26 he asks you to wait for a second and you comply. 11:27 You comply with what they want. 11:30 Now compliance is something of a negative connotation associated with it, 11:32 but there's actually nothing wrong with complying. 11:35 Someone asks you to do some things so you do it. 11:37 There's no need to rebel everything. 11:39 Complying to requests from others is 11:41 a perfectly rational thing to do in 11:44 a society that demands that we all coexist peacefully. 11:46 Don't think about compliance is a negative thing, 11:49 is actually a positive way to build and keep social ties. 11:51 It can be important for our survival. 11:55 Now there are two effects I want to talk about in terms of compliance. 11:57 These are ways that you can encourage someone to comply, 12:01 even when they are not inclined to do so. 12:05 In other words, this is how you get someone to do what you want when

12:08 the odds are against them complying with the request. 12:10 First is the foot-in-the-door effect. 12:13 Basically, you want something large, 12:16 that you know you're not going to get it, 12:19 if you ask for it outright. 12:21 So you start with something small and then work your way up. 12:22 As an example, I do this to my son pretty regularly. 12:26 He's six and he hates running errands. 12:29 He absolutely hates running errands. 12:32 What I do is I start by asking him to do something that's not really that biggie deal. 12:34 I ask him to go with me to pick up takeout for dinner. 12:38 He agrees to that, because this is a small thing. 12:41 He doesn't even have to get out of the car. 12:43 But our favorite takeout place happens to be right next to the grocery store. 12:45 When we go to get takeout and when we get there, 12:49 I say, "Oh, you know what, 12:52 since we're here anyway, why don't we stop in the grocery store and pick 12:53 up some fruit for tomorrow?" He'll say, okay. 12:56 He already agree to get in the car and go get dinner with me. 12:59 Once he agreed to that small request, 13:03 he was more likely to agree to the bigger request. 13:05 Now that's different from if I had started off by 13:08 telling my son I'm willing to go the grocery store and then go get dinner. 13:11 He would have seen that as two errands, 13:14 and he would have thrown a fit about having to go on two errands at the same time. 13:15 I managed to get his compliance by starting with something small, 13:20

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and then tacking on in another item. 13:24 Had I asked for both things upfront, he would've said no. 13:27 Now I do the same thing with my husband sometimes. 13:31 The other day I asked him to grill some chicken for dinner, and he agreed. 13:33 Then I said, "Oh wouldn't it be great if we had some kebabs to go with that? 13:38 Can you make me some kebabs?" 13:41 Well he had already agreed to grill the chicken. 13:43 So he may as well throw some kebabs together for the girl too, right? 13:46 But if I did ask him up front to make both chicken and kebabs, 13:49 I know perfectly well he would've tried to negotiate with me. 13:53 He would've tried to say, "Well, 13:55 I'll make the chicken if you make kebabs." 13:57 But because I started with one thing and then tacked on another after he agreed, 13:59 he then agreed to do both. 14:04 It's just a little tip for you, 14:06 if any of you guys get married someday. 14:08 The second compliance effect is a door-in-face effect. 14:10 This is where you want something small, 14:15 but you know you'll get turned down. 14:18 So you ask for something large first 14:19 in order to guilt them into giving you the small thing. 14:22 The other day I had a election worker do this to me. 14:25 They came up to my door, knock on the door, 14:28 and asked if I would sign up to volunteer at a call center. 14:30 I said, "No, I don't have time for that." 14:34 That's a really big requests, so I said no. 14:36 Then they asked, "Okay,

14:39 we appreciate that you can't do that. 14:40 Are you able to donate money to help us instead?" 14:42 So I went ahead and donated. 14:46 As soon as I close the door, 14:48 I realize exactly what those election workers did to me. 14:50 They had to know that I would turn down the call center. 14:53 I'm guessing about 99 percent of people turn that down. 14:56 That's a really big request to make of people when you 14:59 just show up and knock out the door out of nowhere. 15:01 But those workers also knew that they 15:05 had come to my door asking for money, I would have said no. 15:08 You don't just knock on someone's door and ask them for money. 15:11 That's not how this works. 15:13 But because I felt badly for saying no to volunteering to help the cause, 15:15 they were able to get money from me, 15:21 when they wouldn't have been able to otherwise. 15:23 That was pretty sneaky. You got to hand it to them. 15:26 They started with the large request 15:28 and that guilted me into agreeing to the smaller request. 15:30 My son actually uses technique on me a lot. 15:34 We go to the store and he wants something ridiculous. 15:37 He will say, "I don't want this $50 Lego set." 15:39 I'll say, "No, I'm not buying you $50 Lego set it's not your birthday." 15:41 Then he says, "Well, what about this five dollar bag of legos?" 15:46 Now if he had asked for that five dollar bag up front, 15:50 I probably would have said no, it's not your birthday. 15:53

This shopping trip is not for you. 15:55 But he asked for the $50 Lego set up front, 15:57 and then I felt bad for having to say no, 16:01 so I went ahead and bought him the five dollar bag. 16:04 That's the door-in-the face effect. 16:06 He used me that way. 16:08 He's really smart kid. He knows how to manipulate me. 16:09 Now these are ways of getting people to do what you want. 16:12 To comply with your wishes. 16:17 But they are still engaging in behavior of their own free will. 16:19 They're still agreeing to do these things. 16:22 That actually makes compliance very different from obedience, 16:24 which is what we're turning to next. 16:28 Obedience is when you carry out somebody else's demand, 16:34 so you do what they demand you do. 16:39 This is a term that is especially used 16:40 when you're being asked to do something you don't want to do. 16:42 Now, there's nothing inherently wrong with being obedient. 16:46 Again, this is a word that has a lot of negative connotations, 16:49 but it's not necessarily a negative word. 16:52 For example, my son does his chores around 16:54 the house even though he doesn't want to and there's nothing wrong 16:57 with the fact that I asked for his obedience in cleaning up 17:00 his toys and there's nothing wrong with 17:03 the fact that he gave me obedience and cleaned up his toys. 17:05 It would be no different than if there was a rule to wear a face mask 17:07 into a store and you've gone ahead and wore that face mask,

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17:10 even if you hated wearing it. 17:13 Asking for obedience and obeying demands often has a purpose and a place. 17:15 Obedience is also more likely when the person giving demands has authority. 17:21 Now, again, obedience to authority is not in itself a bad thing. 17:26 So when a teacher walks into a classroom and 17:30 demands that you all be quiet so the class can start, 17:32 your obedience to the demands given by that authority is not in itself a bad thing. 17:35 Obedience to authority can help society keep running smoothly. 17:40 But where obedience to authority is bad 17:44 is when the authority demands you do something that causes harm. 17:48 Demands, for example, made by Hitler in 1940s Germany would be the obvious example. 17:53 Under Hitler, millions of people died. 17:59 But they were not actually directly killed by Hitler. 18:03 They were killed by people who were obeying his authority, 18:07 even if they did not want to carry out those demands. 18:11 When those people, people like Adolf Eichmann, 18:15 who is the guy who actually planned the entire process of rounding up 18:18 Jewish people and transporting them into concentration camps by the train, 18:21 when those people get caught, 18:25 they always say, "I was just following orders." 18:27 But let's be clear here, 18:32 whether you're following orders or not, 18:34 you are actually responsible for your own actions. 18:36 So if following orders from an authority causes wrongful harm, 18:38 you must either accept responsibility for the harm that you are about to cause, 18:42 or you must refrain from

18:48 obedience and accept whatever the punishment is for not obeying authority. 18:51 You can't just commit the action and then point to the authority and say, 18:55 "Well, it was all his fault, he's responsible." 18:58 Not if you are the one who carried out the actions that caused harm. 19:00 Think about this. Had more people stood up to Hitler, 19:04 he would have found it much harder to create so much destruction. 19:08 So had more people refused to obey his demands, 19:12 then more other people would have also refuse 19:15 to obey and more other people will then have 19:18 been unlikely to comply and then more other people would have refused to conform. 19:21 That's the difference. 19:27 Obedience to authority is not in itself a bad thing but when you find 19:28 yourself doing something that you cannot stomach the responsibility for, 19:32 then you have to stop obeying. 19:36 You can't just point to the person getting orders and state 19:38 that they're responsible for your actions. 19:41 Now, before we move on, 19:46 I just want to be totally clear on 19:48 the differences here because I mentioned all three of these terms. 19:50 I want to elaborate again on how they're different. 19:53 Conformity is when you go along with what everyone else is doing, 19:55 basically you cave into group pressure. 20:00 Compliance is when you give in to a request that is made of you by someone else. 20:03 Obedience is when you do something that someone else is demanding that you do, 20:10 even when you don't want to do that thing. 20:16

Now, remember how I said Hitler did not directly kill all of those millions of people. 20:25 He had soldiers and doctors and a lot of just regular people who carried out his orders, 20:31 who obeyed his authority. 20:36 When all of those people got caught at the end of the war, 20:38 they all said the same thing. 20:40 They all said, "I was only doing that I was told to do. 20:41 I was only following orders." 20:44 In essence, what they were doing was resolving 20:47 themselves of any blame for their own actions. 20:49 These people had convinced themselves that they 20:52 weren't actually the ones who killed all of those people. 20:54 They turned on the gas, sure, 20:57 but they weren't the ones who actually ordered 20:59 the Jews to the camp and into the gas chambers. 21:00 So they're absolved in the responsibility for their deaths. 21:03 All they did was turn on the gas. 21:05 Thoughts like these are mental strategy that people engage in to 21:07 basically keep themselves from feeling guilt and discomfort with their actions. 21:11 This is explained by something called cognitive dissonance theory. 21:15 Cognitive dissonance theory basically states that when what we think and what 21:18 we do are not aligned, we experience discomfort. 21:22 A classic example of this would be smoking. 21:26 We all know smoking can kill you. 21:30 We've been told that for years, 21:32 but people smoke anyway. 21:35 Now, of course, you don't want to die, 21:36

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so why would you do something that will kill you and you don't want to die? 21:38 So smokers had to do some mental gymnastics to relieve 21:41 the discomfort they feel for participating in 21:44 an activity that they know is going to lead to negative outcome. 21:46 There are two major things people can do when 21:50 they find themselves in this cognitive dissonance , 21:5321:56 They can either change their behavior, like quitting smoking, 21:58 which rarely happens, or they can mentally justify action, 22:01 which happens a lot. 22:06 Let's talk about that next. 22:08 Let's follow through with this example of smoking. 22:14 We all know that smoking will kill you and while you don't want to die, 22:18 still do it anyway, that generates cognitive dissonance. 22:22 It's discomfort because your beliefs and your behaviors do not align with each other. 22:25 Now, you have two major choices at this point. 22:29 It can either change your behavior, 22:31 meaning that you stop smoking, 22:33 or you can eventually justify continuing the behavior. 22:35 Now, as you probably already know, 22:39 people rarely actually change this behavior,

22:41 even when they know it's what they need to do. 22:43 It's like the person who has a heart attack and needs to stop eating junk food, 22:45 or the person who's diagnosed with diabetes needs to lose weight. 22:49 People rarely make the changes to their behaviors that they need to change, 22:52 even to save their own lives, 22:56 and that's because changing your behavioral habits is very 22:58 hard to do and people don't want to do that hard work, 23:01 like quitting smoking, or choosing broccoli over hot dogs, 23:04 or putting exercise into their day. 23:08 They don't want to make all that effort. 23:10 So what a lot of people do is simply mentally justify 23:13 their behavior. Let's say you're a smoker.

23:16 Quitting smoking takes too much effort and it's 23:20 a lot easier to simply mentally justify the behavior. 23:22 There are four strategies that you can use to make this mental justification. 23:26 First is changing your attitude. 23:31 Basically, you change your attitude towards the information that causes you discomfort. 23:34 So in this case, the information is the fact that smoking can kill you. 23:39 I can change my attitude toward this information by simply pointing out, 23:42 well, scientists always say things will kill you, but they rarely do. 23:46 Scientists are wrong about a lot of things after all. 23:49 They can be wrong about smoking. 23:52 The second thing you can do is add consonant thoughts. 23:54 That means you add thoughts that are consistent with you continuing the behavior. 23:58 You add thoughts that align with the behavior in order to outweigh 24:03 the discomfort that's generated by thoughts that do not align with the behavior. 24:06 In the case of smoking, 24:10 you might say, well, 24:12 smoking reduces stress and stress is bad. 24:14 So it's actually better for my health if I smoke. 24:17 Stress is the bigger problem for my health than smoking is. 24:19 So as long as smoking actually reduces my stress level, 24:22 I'm actually healthier if I continue to smoke. 24:25 Now I'm adding consonant thoughts. 24:28 The third way to justify your actions in the face of 24:31 discomfort is to change the importance of the dissonant thoughts. 24:34 That basically means you minimize the information that causes you discomfort. 24:38

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In this case, the information that's causing 24:44 you discomfort is that you're doing something that can kill you. 24:46 To minimize it information you might say, 24:48 well, we all have to die sometime. 24:50 Or you might say, 24:53 it's more important for me exercise and eat right than it is to quit smoking. 24:54 Exercising and eating right can actually cancel out the negative effects of smoking. 24:58 In this case, you're acknowledging the negative effects, 25:02 but you're saying they're not really that important. 25:05 The last strategy is to reduce the amount of perceived choice. 25:08 In this case, you have a choice to continue to smoke or to quit smoking. 25:14 You can actually reduce the perception that this is a choice you have at all. 25:18 So basically convince yourself that you have no choice but to continue smoking. 25:23 You tell yourself, well, it would cost too much. 25:28 It would take too much effort to continue smoking. 25:31 I'm addicted. Nobody quits smoking. 25:33 It's not something that you can do. 25:37 So because of that, you have no choice but to continue engaging in the smoking behavior. 25:39 The basic idea here is that changing your behavior is hard. 25:44 We use all kinds of mental strategies to 25:49 avoid having to actually put effort into changing our behavior. 25:52 Think about how you do this every day. 25:56 For instance, I know I drink way too much soda. 25:57 I know that's bad for me, but I justify it by saying, 26:00 well, I do everything else right. 26:04 I eat my fruits and vegetables.

26:05 I avoid red meat, I exercise. 26:07 Surely, soda won't have too bad impact as long as I take care of myself otherwise, 26:09 and I tell myself things like, well, 26:14 life is too short to avoid everything that makes me happy. 26:16 Surely we're all allowed at least one vice in life and soda, 26:20 it's not a big vice. 26:25 We're all going to have one, so it is not a bad one. 26:28 I also point out that I've been drinking soda that ever since I was a little kid. 26:31 There is no point in changing my behavior now. 26:35 It's a habit that is here to stay. 26:37 These are all things I told myself because it'll take a lot of effort to 26:39 actually break my soda habit and do something different like drinking water. 26:44 It's just not going to happen. So I have 26:48 no choice but to continue engaging in my soda drinking behavior.