3 kinds of responses to social influence: Compliance, Identification or Internalization.
Compliance - person who is motivated by desire to gain reward or avoid punishment. Only as long lived as the promise of reward or threat of punishment. This is the least enduring.
- Identification - response to social influence brought about by individual's desire to be like the influencer.
- We adopt a behavior because it puts us in a satisfying relationship to the person with whom we identify. Differs from compliance in that we do come to believe the opinion and values we adopt., although we do not believe in them strongly. If group is attractive, we we will be inclined to accept influence from them.
- "Uncle Charlie" phenomenon. Loved uncle since childhood, his beliefs have become part of your belief systemm from comments made during childhood. Becomes part of belief system because you like Uncle Charlie.
- If Uncle Charlie moves to a different city and months or years go by without seeing him, his beliefs are likely to fade.
This phenomenon occurs often when we encounter the opinions of people we like or admire.
- Internalization: Belief or value is most permanent, most deeply rooted response to social influence.
- Motivation to internalize a belief is the desire to be right. The reward is intrinsic , innate, inborn.
- If the person who provides the influlence is perceived to be trustworthy and to have good judgement - we accept the belief they advocate and we integrate it into our system of values. Once it is part of our values, it becomes independent of its source and is extremely resistant to change.
- Most permanant response because your motivation to be right is powerful and self sustaining force, does not depend on constant surveillance.
Ex: Speeding, if forwarned of police surveillance, we obey the law. Obey the law to avoid paying a penalty. If remove the patrol, many would increase speed.
- In compliance, the important component is power! The power of the influencer to dole out reward or punishment. Parents have power to praise, give love, give spankings.
- Teachers have power to give gold stars or humiliate.
- In identification the important component is attractiveness - the attractiveness of the person we identify with. If that person likes issue, we aggree. If person denounces, we disagree with issue.
- In internalization, the important component is credibility. The credibility of the person who supplies the information.
Compliance and identification are generally more temporary than internalization. Permanence can be increased if an individual makes a firm commitment to continue to interact with the person that induced the original act of compliance.
Permanence can also result if, when complying, we discover something about our actions that make it worthwhile to continue the behavior, even after the original reason for compliance (reward/punishment) is no longer there. This is called Secondary gain. Ex quit smoking, start to feel good