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Small Group Spring2006 Session21

Influence in Groups

• Rational decision making and influence is most often thought about in terms of attitudes and norms, and likelihoods
  • This is true for any kind of influence, including influence in groups
  • One model that captures this is The Theory of Reasoned Action:

Ajzen and Fishbien's (1975) Theory of Reasoned Action (Diagram from http://www.ciadvertising.org/student_account/fall_01/adv382j/brent/yes.html)

• Several key elements
  • Attitudes
  • Perceptions of Norms
  • Importance of attitudes and norms
  • Intention
    • Note that measurements here are must be specific to be meaningful
  • Behavior
• The essence of the model
  1. Attitudes and Subjective Norms
  2. Predict Intention
  3. Which predicts behavior
• This general model is evident in many of the theories in today's chapter.
• Influence can be exercised at multiple levels in the group context
  • Individual
    • Social Comparison Theory
      • Our knowledge of other peoples actions affects our choices
      • In conventional persuasion theory this would be considered a normative effect
    • Persuasive Arguments Theory
      • Our opinions generally center on a set of "standard" arguments
      • Novel arguments can be particularly influential
      • In conventional persuasion theory this would be considered a balance effect
  • Subgroup (clique)
    • Distributed Valence Model
      • Given the balance of positive and negative evaluations of a set of choices for the individuals in a group
      • Groups tend to select the option favored by the largest subgroup
      • This is a balance theory that is very much in keeping with the Theory of Reasoned Action
    • Majority/Minority Influence
      • Given an initial impression
      • Both majorities and minorities can have substantial influence if
      • The subgroup maintains consistency in their comments
      • The relative size of the minority matters
      • This approach talks primarily to norms and the expression of a consistent normative perspective
      • But it also speaks to the value of repetition as a persuasive strategy
    • Tag-Team Arguments
      • A set of arguments (claims, evidence, warrants, justifications, agreements)
      • Co-constructed by two or more team members
    • Coalition Formation
      • Coalitions can form for a variety of reasons
        • To counter perceived power
        • To associate with perceived power
        • To fill a power vacuum
      • And they may help or harm the group
      • Regardless, they agree to work together
  • Group
    • Group Valance Model
      • Given the balance of positive and negative evaluations of a set of choices for the entire group
      • Groups tend to select the option with the most positive balance of arguments
      • Similar to DVM, but because it is aggregate to arguments rather than people it is easier to compute and slightly less accurate
        • Log scaling arguments by individual would probably resolve most or all of the difference
    • Group Argument
      • Group argument generally focuses around assertions, elaborations, and agreements
      • Developed (Simple, compound, and convergent) arguments tend to have all three
      • Eroded arguments tend not to
      • Agreement statements have more predictive value than disagreement statements
        • Another way of addressing the difference between GVM and DVM
  • Intergroup
    • Bargaining and Negotiation
      • Finding mutually acceptable solutions where groups have incompatible goals
      • Different approaches exist
        • Proposal and Counterproposal
          • Generally viewed as a win-lose approach
        • Dialogue
          • Generally viewed as a win-win approach
          • But depends on development of a mutual "trust"
    • In-group/Out-Group Differentiation
      • Out-Groups influence is increased as they
        • reduce the differences with the in-group by learning their language
        • increase dialog with the in-group

Index Card Assignment Due Thursday

Attend one or more of the Communication Department Presentations at Quest Day on Wednesday, April 17. Most of these presentations are located in Lanigan 104 and run from 8:30am to 2:00pm. Additional presentations are in Lanigan 107a at 3:15 and 3:30. Check the Quest brochure, which is currently available outside the CELT center in the library, but which should be generally available in Lanigan Hall and other places around campus on Wednesday, for details of what presentations are at what time. On one side of an index card indicate which presentation you attended and what you found interesting about it.