This is a summary of the book 'Influence, Science and Practice ' which is used for the course Social Influence. It contains a summary of the chapters 2,3,4,5,6 and 8.
,Chapter 4 Social Proof: Truths Are Us
1.1 The Principle of Social Proof
Understand the nature of the principle of social proof
- We determine what is correct by finding out what other people think is correct (the
way we decide what constitutes correct behaviour → a behaviour is correct in a given
situation to the degree that we see other performing it)
Social proof provides a convenient shortcut for determining the way to behave but makes
one who uses the shortcut vulnerable to the attacks of profiteers who lie
People Power
The tendency to assume that an action is more correct if other are doing so is exploited in a
variety of settings (bartender, church, advertiser and researchers)
- Advertisers inform us when a product is the fastest-growing or largest-selling
because they don’t have to convince us directly that the product is good
People who suffer from phobias can get rid of their extreme fears by watching other people
who have no fear for such thing (Bandura)
- The principle of social proof works best when the proof is provided by the actions of
many other people (the same happens with violence and aggression)
After the Deluge
Example: Cult Members
Researchers observed the preparations during the weeks prior the flood date which showed
to significant aspects of the member’s behaviour
- A high level of commitment to the cult’s belief system
- A curious form of inaction
The flood had not come → members started to spread the explanation of the failure of the
flood
During the night of the flood it became clear that the prophecy would not be fulfilled
! It was not their prior certainty that drove the members to propagate the faith, it was an
encroaching sense of uncertainty
Physical proof was no longer valid → has to establish another type of proof for the validity of
its beliefs (social proof)
The greater the number of people who find any idea correct, the more a given individual will
perceive the idea to be correct
Since physical evidence could not be changes, the social evidence had to be changed
, 1.2 Cause of Death: Uncertain(ty)
When people are uncertain of themselve, when the situation is unclear of ambiguous or
when uncertainty reigns → people are most likely to look to and accept the actions of others
as correct
Uncertainty develops through lack of familiarity with a situation
- People are especially likely to follow the lead of others → in the process of examining
the reactions of other people to resolve uncertainty, people are likely to overlook a
subtle and important fact: those people are probable examining the social evidence
too
The tendency for everyone to be looking to see what everyone else is doing can lead to a
fascinating phenomenon → pluralistic ignorance (helps explain the bystander effect)
Example: Bystander Effect
A lot of people tried to explain the case of the murder of Catherine Genovese → why did 38
witnesses not call the police?
- Explanations had to to with depersonalisation of urban life and its alienation of the
individual from the group in cities
Psychologists suggested that no one helped because there were so many observers
- With several potential helpers around, the personal responsibility of each individual is
reduced
- The pluralistic ignorance effect: in times of uncertainty the natural tendency is to look
around at the actions of other for clues
The state of pluralistic ignorance refers to a state in which each person decided that since
nobody is concerned, nothing is wrong
A Scientific Approach
Someone in need of emergency aid would have better chance of survival if a single
bystander is present
Pluralistic ignorance effect is the strongest among strangers → we like to look graceful and
sophisticated in public
All the conditions that decrease an emergency victim’s chances for bystander aid exist
normally and innocently in the city in contrast to rural areas
- Cities are more glamorous, distracting, rapidly changing places where it is difficult to
be certain of the nature of the events one encounters
- Urban environment are more populous: consequently, people are more likely to be
with others when witnessing a potential emergency situation
- City dwellers know a much smaller percentage of fellow residents than people do
who live in small towns (city dwellers are more likely to find themselves in a group of
strangers when observing an emergency)
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