I am currently sitting in an empty classroom because, although face to face teaching is not officially suspended until tomorrow, none of my seminar students have turned up. In this rather depressing situation, however, there is much for a psychologist to reflect upon, particularly the process of social influence.
First there is the phenomenon of obedience to authority. In his seminal series of experiments, Milgram (1974) was trying to understand the destructive power of obedience; the tendency of people to do what they are told even when it is morally wrong and they know it to be so. The current situation is different. While it is always important to question science (as anyone who has studied CRI1007) should be well aware!) large scale public health measures have no hope of working unless everyone obeys. Milgram did not just explore how obedient people can be – he also investigated the conditions under which obedience is strongest. One of the factors that enhanced obedience was an aura of scientific authority. Participants were more likely to obey when they were instructed by a person in a white coat, who worked in a smart laboratory in a reputable university and who made reference to science, research and experiments, than when they were confronted by someone in scruffy clothes in a run-down building in a tatty back street. Boris Johnson has a poor record of telling the truth and inspiring trust. It is no coincidence that he is currently delivering his daily briefings flanked by his chief medical officer and chief scientific advisor.
Then there is the phenomenon of panic buying. There is probably a deep-seated evolutionary drive that causes us to hoard food in times of potential shortage. Just as the onset of autumn drives squirrels to bury hazelnuts, so the mention of self-isolation drives humans to buy pasta and tinned tomatoes (or potatoes in the case of one of my elderly relatives). My grandmother, who was her family’s main breadwinner through the Second World War, kept a stash of sugar under her bed until the day she went into a care home. And I guess Freud might have had something to say about the fact that the items we are hoarding most fervently are toilet rolls!
Evolutionary drives are, however, not the whole story and social influences play a part too. We panic buy because everyone else is panic buying. In his research on conformity, Asch (1956) identified two main reasons why people went along with the crowd: some just wanted to fit in and be socially accepted (compliance); others doubted their own judgment and believed that everyone else must be correct (conversion). The latter process is helping to drive the current retail crisis – people think “everyone else is panic buying, so there must be a good reason to do so, so I need to do it too!”
Asch was investigating the influence of majorities but minorities can be influential too, often for similar reasons (Moscovici, 1976). As if we didn’t have enough disease to worry about, I have just passed a screen warning students about outbreaks of mumps in British universities. The reason why mumps is on the rise among students is that 20 years ago, when the current generation of students were babies, a small minority of scientific opinion suggested a link between the MMR vaccine and autism. Backed by authoritative sounding research and confident and charismatic individuals, it led parents to doubt mainstream opinion and reject vaccination for their children.
Another topic which has puzzled social psychologists for many years is that of altruism. Are we ever truly, selflessly altruistic? Or are we good to others because it has rewards for us? Looking at the Facebook group for the village where I live, there are some heart-breaking accounts of selfishness over the last few days. The grandmother desperately appealing for Calpol for a 5-month-old baby with chicken pox, because every shop she has tried has been cleared out by panic buyers. And the farm that sells eggs by the side of the road with an honesty box that is now asking customers to phone with orders because someone has stolen all the eggs and all the cash. But there are some lovely examples of altruism too. People offering to shop or collect prescriptions for the elderly and vulnerable. People offering to cook meals for health professionals. People setting up Facebook and WhatsApp groups in order to maintain social contact. And the wonderful woman who offered free mango chutney to anyone in the village, just because she was making a batch and wanted to share the love!
We live in interesting times! Stay safe, keep calm and use this opportunity to read and reflect.
Asch, S.E. (1956) Studies of independence and submission to group pressure: 1 A minority of one against a unanimous majority. In Psychological Monographs, 70, (9) (Whole No. 416).
Milgram, S. (1974) Obedience to Authority. New York: Harper and Row.
Moscovici, S. (1976). Social influence and social change. London: Academic Press.
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