Briefly outline some of the procedures used in social influence research (theories and/or studies) and evaluate whether these procedures are ethical.

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Some of the procedures used by social psychologists such as ASCH, ZIMBARDO and MILGRIM are ethically questionable.  Briefly outline some of the procedures used in social influence research (theories and/or studies) and evaluate whether these procedures are ethical.

        Psychologists such as Asch, Zimbardo and Milgrim have used various procedures in social influence research.  These procedures can be ethically questioned in terms of consent, deception, protection of participants and the right to withdraw.

        Asch 1951, 1982, and 1956 designed a straightforward task in which participants were presented with two cards.  One card displayed a single ‘standard line’ while the other card displayed three ‘comparison lines’.  Participants were asked which comparison line was of equal length to the standard line.  In the experimental situation there was only true participant the rest were all confederates.  The idea behind this experiment was to find out if people would conform even when the majority of a group were wrong.  Asch found that 32% of real subjects agreed with the confederates’ wrong answer every time with 74% agreeing with at least one incorrect answer.  Asch also found that only 26% of real subjects never conformed.  So why did so many people conform?  The main reason being social influence.  Participants did not want to be the odd one out so to speak.  This is a case of public compliance rather than private acceptance.

        The findings of Asch’s studies are drawn from experiments in laboratory settings.  The tasks involved as well as the surroundings are not what you would expect to find in everyday life.  Due to this Asch’s studies were criticised for having low ecological validity.  If an experiment has little relationship with the outside world, the experiment will have low ecological validity.  However Asch’s experiment illustrates that if people conform in this type of setting surrounded by complete strangers, it shows the power of group pressure.  Therefore because similar situations are bound to take place outside the experiment, Asch’s study is ecologically valid in this sense.  Asch also used deception in his experiment by using confederates.  These confederates deliberately gave the wrong answer in order to establish whether a true participant would conform.  However if the true participant was aware that the other members of his group were confederates then the results would not be correct as the true participant would be, most probably, answering differently.  

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        Zimbardo in 1973 created an experiment designed to investigate how readily people would adopt a new role and exercise the power attached to that role.  Zimbardo  recruited 25 male students to participate in a two week study of prison life. They were randomly assigned to the role of a prisoner or a guard.  On arrival the prisoners were stripped down and given prison smocks with a number attached.  From then on they were referred to by there number only.  The guards were given shirts, trousers, dark glasses and carried wooden batons, whistles and handcuffs.  The guards conformed to their new ...

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