A. Informational social influence

(1) We see others as a source of information to guide our behavior.
(2) We believe that others' interpretation of an ambiguous situation is more correct than ours and will help us choose an appropriate course of action.

(3) Factors that affect whether or not we will conform to informational social influence
(4) Informational influence leads to private acceptance.

B. Normative social influence

(1) We wish to be liked and accepted by others.
(2) We often comply in public with group beliefs and behaviors, but not necessarily when away from the group.
(3) Factors that affect whether or not we will conform to normative social influence

3. Obedience to authority- direct requests to comply

A. Background and video segments
B. Is the obedience effect universal?
C. Factors that affect obedience

(1) Legitimacy of the authority
(2) Distance from the victim
(3) Distance from the authority
(4) Models
(5) Personality

Source: Brehm, Kassin, & Fein (2002)

D. What role did informational and normative social influence play in the responses of participants in the MIlgram studies?

E. Behavior is affected by both personality and the situation. These effects play out on a continuum. When situational forces are weak, personality has greater impact. The obedience studies reflect the other end of the continnum: Strong situational forces can minimize the effect of personality on behavior.