2019
DOI: 10.1177/2378023119866971
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Uncertainty and Social Influence

Abstract: Much research documents that uncertainty is an important factor in the social influence process. We argue that there are two senses in which uncertainty plays a role. First, task uncertainty is a necessary but variable condition for social influence to occur. Second, uncertainty reduction is a mechanism producing social influence. We discuss how tasks can vary in the level of uncertainty they entail and how this impacts the mechanisms resulting in social influence. In this context, we predict that task uncerta… Show more

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Cited by 11 publications
(6 citation statements)
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References 51 publications
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“…To increase task orientation across all tasks, we followed past work by incentivizing performance and offering a $50 bonus to the group that performed best (Melamed, Savage, and Munn 2019; Ridgeway et al 1998). An alternative or additional method is to incentivize each trial, paying participants on the basis of their number of trials answered correctly (Melamed and Savage 2016; Melamed, Savage, and Munn 2019). Each method should help increase task orientation, so we recommend using at least one, or both, whenever possible.…”
Section: Discussionmentioning
confidence: 99%
“…To increase task orientation across all tasks, we followed past work by incentivizing performance and offering a $50 bonus to the group that performed best (Melamed, Savage, and Munn 2019; Ridgeway et al 1998). An alternative or additional method is to incentivize each trial, paying participants on the basis of their number of trials answered correctly (Melamed and Savage 2016; Melamed, Savage, and Munn 2019). Each method should help increase task orientation, so we recommend using at least one, or both, whenever possible.…”
Section: Discussionmentioning
confidence: 99%
“…One mechanism of this influence could be informational. For example, a variant of the Asch experiment finds that people are more likely to observe and follow others under conditions of uncertainty (Deutsch and Gerard 1955), a finding affirmed by more recent studies (Melamed and Savage 2013;Melamed, Savage, and Munn 2019). Similarly, students with relatively little political exposure prior to entering college may actively seek cues regarding "appropriate" political values and behaviors from their peers.…”
Section: Extrainstitutional Influencementioning
confidence: 95%
“…Sherif (1937) stated that participants conformed to the group because other participants' responses seemed informative of the right solution. This type of social influence in which a person looks to others for the correct answer or the most appropriate behavior has been called informational social influence (Melamed et al, 2019). In contrast to informational influence, the study of normative social influence mainly developed thanks to the pioneering Asch (1951)'s study.…”
Section: Conformity With Human Agentsmentioning
confidence: 99%