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There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a 1958 paper published in the Journal of Conflict Resolution. [1] The purpose of defining these processes was to help determine the effects of social influence: for example, to separate public conformity (behavior) from private acceptance (personal belief).
Conformity is the tendency to change our perceptions, opinions, or behaviors in ways that are consistent with group norms. [16] Norms are implicit, specific rules shared by a group of individuals on how they should behave. [17] People may be susceptible to conform to group norms because they want to gain acceptance from their group. [17]
The need for a positive relationship with the people around leads us to conformity. [4] This fact often leads to people exhibiting public compliance—but not necessarily private acceptance—of the group's social norms in order to be accepted by the group. [5] Social norms refers to the unwritten rules that govern social behavior. [6]
Uncertainty is a major factor that encourages the use of social proof. One study found that when evaluating a product, consumers were more likely to incorporate the opinions of others through the use of social proof when their own experiences with the product were ambiguous, leaving uncertainty as to the correct conclusion that they should make.
The levels of each have a direct relationship in the manipulation and levels of one another. [4] The bases of power differ according to the manner in which social changes are implemented, the permanence of such changes, and the ways in which each basis of power is established and maintained. [4] The effectiveness of power is situational.
Compliance strategies exploit psychological processes in order to prompt a desired outcome; however, they do not necessarily lead to private acceptance by the targeted individual. [3] Meaning, an individual may comply with a request without truly believing the action(s) they are being asked to complete is acceptable.
Group cohesiveness, also called group cohesion, social harmony or social cohesion, is the degree or strength of bonds linking members of a social group to one another and to the group as a whole. [1]
Conformance testing — an element of conformity assessment, and also known as compliance testing, or type testing — is testing or other activities that determine whether a process, product, or service complies with the requirements of a specification, technical standard, contract, or regulation.