Learning Objectives

6.1 Define social influence, explain why we succumb to it, and compare/contrast it with persua­sion, compliance, conformity, and obedience.

6.2 Identify and describe the six principles of social influence and give examples of each.

6.3 Describe the limited-quantity and deadline techniques and discuss the role of reactance in each.

6.4 Describe the labeling and bait-and-switch techniques and how they rely on the need for consistency; compare FITD (foot-in-the-door) and DITF (door-in-the-face) and explain the social influence principles that undergird each.

6.5 Define social norm, focus theory of normative conduct, descriptive norm, injunctive norm; describe Sherif’s autokinetic research and Asch’s line judgment research.

6.6 Summarize Milgram’s obedience studies; explain the controversy surrounding them and the purpose of Burger’s replication.

6.7 Examine the ethical dilemma faced by social psychologists when using deception in research and the justification often used to defend deception.