Chapter Six: Social Influence

Obedience is a change in behavior that happens due to a request from an authority figure. It is a certain type of compliance, which is a change in behavior due to a direct request. Both of these are types of social influence, which is a change in behavior due to the perception of pressure from the people around you (Kenrick, 186-7).

Social validation occurs during an ambiguous situation, when we look to the reactions of others to see how we should react. The tendency for people to engage in social validation is very strong, because we have a great need to be correct in our actions and decisions (Kenrick, 197).

This clip from the daily show is a good illustration of obedience to authority. Ed Helm's is discussing how he cannot outwardly say that he disagrees with Cheney and the President (authority figures) because they made him sign a contract promising that he agreed with them. Helms' unwillingness to disregard the oath he took and disagree with Cheney and the President, even when he obviously does, shows how he is being obedient to them. This is related to Milgram's study on obedience, because like Helms, the participants in the study were simply directed to do something undesirable to them, and they followed the orders because they were from an authority figure. This clip also demonstrates compliance, because Helms had a direct request from Cheney via the oath he signed that he would agree with him and the President.

This clip also demonstrates social validation. Ed Helms discussed why Cheney and Bush would want to ensure that they had people who liked them and agreed with them at a rally. He said how if anyone was confused before on if they should like Cheney, all they have to do is look to the others at the rally who seem to love him. This is the definition of social validation, where you look at other people's reactions to find the right answer or decision. Perhaps Cheney and Bush knew that because people want to be correct in their choice so badly, they look to others to find the answer-so they set up perfect situation for social validation to occur.