March 8^th, 2000

Today’s class primarily focused on 3 primary issues: Ways of maximizing (or minimizing) conformity, the role of norms in sales, and some general differences between conformity and obedience.

You should be familiar with the different ways to maximize conformity when dealing with informational and normative influence. We also discussed the Johnny Rocko study that demonstrated the effects of being a deviant vs. a slider in a group.

Dr. Carlston outlined 5 norms that are used in sales and the types of effects they can have. Finally, 3 primary differences between conformity and obedience were noted. Class ended with a discussion of Stanley Milgram’s classic study on obedience. You should be familiar with the design, what was found, and the explanations for these findings.

Key terms:

Informational influence

Normative influence

Sanctions

Johnny Rocko

Deviant

Slider

Norm of Reciprocity

Door in the Face Technique

Unprovoked concessions

Norm of Commitment

Low Ball Technique

Norm of Possession

The puppy dog close

Norm of altruism

Appeals to self-image

Foot in the door technique

Invocations of normativeness

Conformity vs. obedience

Stanley Milgram Shock Study