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Social Impact Theory
HOW
WHY
WHEn
Social IMpact theory
By: Shanalise Rodriguez
definition:
Social impact theory proposes that the amount of influence a person experiences in group settings depends on (a) strength (power or social status) of the group, (b) immediacy (physical or psychological distance) of the group, and (c) the number of people in the group exerting the social influence (i.e., number of sources). Thus, a group that has many members (rather than few members), high power (rather than low power), and close proximity (rather than distant proximity) should exert the most influence on an individual. Conversely, if the strength of the person exposed to the social influence (i.e., target) increases, the immediacy of the group decreases, or if the number of targets increases, the amount of influence exerted by the group on the individual decreases. The theory therefore has direct applications to persuasion and obedience.
examples:
- Example #1: In meetings in the workplace, few will speak out if their opinion differs from the majority.
- Example #2: Have you ever been in a group and someone asks a question and people begin answering along the same line as each other so you then tell your friend your answer to see if they think it is a good answer, and then you answer the question in front of everyone else.
WHAT
CONNECTIONS TO OTHER THEORIES:
IQ
- Social Influence Theory: Social influence is the change in behavior that one person causes in another, intentionally or unintentionally, as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general.
- Diffusion of Reaponisiblity: This phenomenon is when an individual does not take action because a large group of other people are present. As the size of the group increases, it’s generally less likely that an individual will take any action. The diffusion of responsibility is most common in larger groups, when nobody has been appointed as the leader, and when the individual does not feel personally responsible for the experience.
- Social psychologists describe two possible beliefs people have that might lead to the diffusion of responsibility. The first belief is that someone else who is present will take action. Therefore, someone chooses to not take action themselves. The second belief is that they will not be found personally responsible for inaction because there are so many other people present. Both perspectives result in an individual not taking action due to the presence of other people.