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Chapter 6
Social Influence: Conformity, Compliance, and Obedience
Total Assessment Guide (T.A.G.)
Topic Question Remember the Understand the Apply What You

Type Facts Concepts Know
Categories of Multiple 1, 4, 5, 7, 13, 16, 8, 11, 12, 15, 25, 26, 2, 3, 6, 9, 10, 14, 17,
Social Choice 22, 31 27, 28, 29, 30 18, 19, 20, 21, 23, 24
Influence: True/False 101, 102
Conformity,
Short 111, 112, 113, 114,
Compliance,
Answer 115
and Obedience
Essay 121, 122 123, 124, 130
Choosing Multiple 42, 44, 46 33, 37, 39, 40, 41, 32, 34, 35, 36, 38, 48
Correctly: Choice 43, 45, 47
Yielding to Be True/False 103
Right
Short
116
Answer
Essay
Gaining Social 52, 57, 58, 65, 66, 49, 50, 63, 64, 67, 51, 53, 54, 55, 56, 59,
Multiple
Approval: 75 68, 72, 77 60, 61, 62, 69, 70, 71,
Choice
Yielding to Be 73, 74, 76
Liked True/False 105, 106 104
Short
119 118 117
Answer
Essay 125, 126, 127
Managing Multiple 82, 88, 98, 99, 79, 80, 84, 86, 90, 78, 81, 83, 85, 87, 89,
Self-Image: Choice 100 93, 94, 95, 96, 97 91, 92
Yielding to Be True/False 109, 110 108 107
Consistent Short
120
Answer
Essay 129 128
Copyright © 2015, 2010, 2007 Pearson Education, Inc. All rights reserved.
1
Chapter 6 Social Influence: Conformity, Compliance, and Obedience
Multiple Choice Questions
1) “A change in overt behavior caused by real or imagined pressure from others” is defined as
A) inoculation.
B) brainwashing.
C) social comparison.
D) social influence.
Answer: D
Level: 1-Easy Page Ref: 182
Topic: Categories of Social Influence
LO 6.1 Define conformity, compliance, and obedience.
Skill: Remember the Facts
2) Peter doesn’t like pizza, but he went along with the rest of the group when they said they
wanted to go out for pizza. Afterward, Peter didn’t like pizza any more or any less than before.
Peter yielded to
A) persuasion.
B) social influence.
C) brainwashing.
D) social facilitation.
Answer: B
Skill: Apply What You Know
3) Telling yourself, “I should wear what other people are wearing at the party tonight,” is an
example of
A) conformity.
B) counterRemember the Facts thinking.
C) compliance.
D) obedience.
Answer: A
4) Obedience is
A) a behavior change designed to match the actions of others.
B) a behavior change that occurs as a result of a direct request.
C) a behavior change that occurs as a result of a directive from an authority figure.
D) a change in a private belief as a result of receiving a message.
Answer: C
2
5) Compliance is
A) a behavior change designed to match the actions of others.
B) a behavior change that occurs as a result of a direct request.
C) a behavior change that occurs as a result of a directive from an authority figure.
D) a change in a private belief as a result of receiving a message.
Answer: B
6) Suppose that someone says to you, “Can you give a contribution to St. Mary’s Food Bank to
feed the poor this Thanksgiving?” If you give them some money, this is an example of
A) conformity.
B) social validation.
C) compliance.
D) obedience.
Answer: C
7) Asch’s series of experiments, in which participants judged the length of a line incorrectly
because everyone else in the room gave the wrong answer, demonstrated the process of
A) conformity.
B) compliance.
C) obedience.
D) illusory perception.
Answer: A
Level: 1-Easy Page Ref: 182–183
8) In Solomon Asch’s series of experiments, participants judged the length of a line incorrectly
when everyone else in the room gave the wrong answer. Which of the following statements
best explains Asch’s results?
A) Participants were told that they have poor vision.
B) Participants were exposed to strong light.
C) Participants were exposed to strong conformity pressure.
D) Participants were obedient to the authority in the group.
3
Answer: C
Skill: Understand the Concepts
9) Participants in the Berns et al. (2005) study of conformity

A) conformed to the computers’ responses, but not to the people’s responses.
B) conformed to both the computers and the people, in equal amounts.
C) conformed to both, but more often to the people than to the computers.
D) conformed to both, but more often to the computer than to the people.
Answer: C
Level: 2-Medium Page Ref: 183
10) Your text mentions that during Steve Hassan’s induction to the Unification Church, he was
invited to a party, then a workshop, then an intense recruiting effort, and so on. This sequence
is an example of the ________ technique.
A) door-in-the-face
B) foot-in-the-door
C) low-ball
D) social validation
Answer: B
LO 6.2 Identify the six principles of influence.
11) The foot-in-the-door technique was demonstrated by Freedman and Fraser (1966) when
they found that people who ________ were later more likely to ________.
A) agreed to answer a questionnaire for a consumer group; grant the much larger favor of
allowing the group to spend two hours cataloging products in the home
B) were imposed upon to catalog all the products in their home; refuse to answer a
questionnaire from a consumer group
C) were similar to the requester; grant the much larger favor of allowing the group to spend two
hours cataloging products in the home
D) granted the favor of allowing a consumer group to spend two hours cataloging all the
products in their home; rate themselves as similar to the requesters
Answer: A
Level: 3-Difficult Page Ref: 184
12) The foot-in-the-door technique may be summarized by the phrase
4
A) build next to the best.
B) build on rock, not sand.
C) start small and build.
D) build it and they will come.
Answer: C
13) One way to gain compliance from others is through the use of the foot-in-the-door
technique. Which of the following represents the sequence corresponding to this technique?
A) a large request followed by a still larger request
B) a moderate request followed by another moderate request
C) a small request followed by a large request
D) a large request followed by a small request
Answer: C
14) The study by Freedman and Fraser (1966), in which housewives were called on the phone
and asked for permission to have a consumer group come to their home and classify all their
household products, is an example of
A) a laboratory experiment.
B) a field experiment.
C) systematic observation in naturally occurring settings.
D) participant observation.
Answer: B
15) The foot-in-the-door technique is based on the ________ principle, whereas the door-in-
the-face technique is based on the ________ principle.
A) scarcity; authority
B) friendship; social validation
C) commitment/consistency; reciprocation
D) liking; commitment/consistency
Answer: C
5
16) Robert Cialdini, one of your textbook authors, engaged in a type of systematic natural
observation called participant observation. Using this methodology, he
A) drew conclusions from data that he retrieved from archives.
B) asked participants in an experiment to observe other participants and to record their
conclusions.
C) disguised his identity and enrolled in the training programs of compliance professionals.
D) experimented on humans in the laboratory, where he observed behavior as an experimental
participant.
Answer: C
17) The Disabled American Veterans nearly double their donation rate in response to a mailed
solicitation when they include personalized address labels. This success can be attributed to the
________ principle.
A) reciprocation
B) commitment/consistency
C) scarcity
Answer: A
18) Door-to-door sales companies discovered that if they had the buyer write the details of the
contract, rather than the sales representative, fewer buyers canceled the deal after the
salesperson left. This exemplifies the social influence principle of
A) reciprocation.
B) authority.
C) liking.
D) commitment/consistency.
Answer: D
19) Robert Young, who once played the part of a physician in a television show, became a
successful spokesperson for a company that produced a non-caffeinated hot drink. In his TV
ads, he extolled the medical benefits of drinking less caffeine. This tactic represents an attempt
to use the social influence principle of
A) authority.
B) commitment/consistency.
C) reciprocity.
6
D) scarcity.
Answer: A
20) Advertising a product by claiming that it is the best-selling in the market exemplifies which
of the following principles of social influence?
A) reciprocation
B) social validation
C) scarcity
D) authority
Answer: B
21) A movie theater owner advertised a movie by saying, “Exclusive, limited engagement, ends
soon.” This appeal represents an attempt to use the social influence principle of
A) liking.
B) authority.
C) social validation.
D) scarcity.
Answer: D
22) According to the text, advertisements specifying a “limited time only” are attempting to
cash in on
A) the availability heuristic.
B) social validation concerns.
C) the preference for consistency.
D) the scarcity principle.
Answer: D
23) The Tupperware Home Party Corporation, which arranges parties in people’s homes so that
friends and acquaintances can purchase the company’s products, primarily takes advantage of
the social influence principle of
A) consistency.
7
B) reciprocation.
C) authority.
D) liking/friendship.
Answer: D
24) The claim “We have the bestselling truck in its class” utilizes the ________ principle,
whereas “We have only four of these trucks in stock” utilizes the ________ principle.
A) social validation; scarcity
B) social validation; reciprocation
C) reciprocation; scarcity
D) authority; reciprocation
Answer: A
25) In the famous first study conducted by Stanley Milgram, ________ of the participants
continued to “shock” the confederate all the way up to 450 volts, which was as high as the
shock generating machine could go.
A) less than 1%
B) only the most psychologically disturbed
C) only the most independent
D) more than half
Answer: D
Level: 3-Difficult Page Ref: 184, 186–187
26) Milgram asked individuals to administer shocks to a fellow participant as part of a

“learning” task. He found that people are
A) motivated to perform better when they are punished.
B) likely to deliver harmful shocks in order to release pent-up aggression.
C) likely to deliver painful shocks in obedience to authority.
D) not likely to follow the orders of an authority when this means harming another person.
Answer: C
Level: 2-Medium Page Ref: 184, 186–187
27) Stanley Milgram conducted studies in which participants were directed by the experimenter
8
to deliver high voltage shocks to a confederate every time the confederate gave the wrong
answer on a learning task. This study exemplified which of the following phenomena?
A) conformity
B) obedience
C) aggression
Answer: B
Level: 1-Easy Page Ref: 184, 186–187
28) In the studies conducted by Stanley Milgram, most participants were willing to deliver high
voltage shocks to a confederate every time the confederate gave the wrong answer in a learning
task. Which of the following statements best explains these results?
A) The victim rarely complained about the punishment.
B) The victim learned more quickly after receiving electric shocks.
C) The participants in the study reacted against what the experimenter said.
D) The participants in the study were obedient to the experimenter.
Answer: D
29) Milgram’s obedience research demonstrated that a sample of ordinary Americans was
willing to deliver dangerous levels of shock because
A) they were jealous of the victim.
B) an authority told them to do so.
C) they lacked empathy.
D) they lived in hardened urban areas of the country.
Answer: B
30) In a study by Milgram, participants delivered a series of painful shocks to another person.
Milgram designed the study to examine the effects of which of the following on participants’
aggression?
A) hostility toward the victim
B) fear of punishment for failing to act aggressively
C) liking
D) obedience to authority
Answer: D
9
31) When Milgram moved his obedience study from Yale University to an office in a rundown
section of Bridgeport, Connecticut, the level of obedience
A) stayed the same.
B) went up significantly.
C) dropped somewhat.
D) dropped to zero.
Answer: C
32) Airline industry officials have attributed many fatal airline accidents to what they call
________, which refers to ________.
A) flight myopia; poor decision-making at high altitudes
B) captainitis; poor decision-making at high altitudes
C) flight myopia; when an error by the captain is not corrected by other crewmembers
D) captainitis; when an error by the captain is not corrected by other crewmembers
Answer: D
Level: 2-Medium Page Ref: 189–190
Topic: Choosing Correctly
LO 6.3 Describe the two powerful principles we use to help us choose correctly and why we
use them.
33) In the study on nurses’ obedience, a man who identified himself as a doctor ordered nurses
to give twice the maximum acceptable dosage of a drug to a patient. The results of the study
demonstrated that
A) the nurses obeyed this order only when they were given the order in person.
B) the nurses obeyed this order only when they knew the doctor.
C) the nurses relied on their judgment and did not obey the order despite the authority of the
doctor.
D) the vast majority of the nurses obeyed this order.
Answer: D
Level: 3-Difficult Page Ref: 189–190
use them.
34) Bartenders who put some dollar bills in their tip jars in order to influence their customers to
tip generously are trying to take advantage of which social influence principle?
A) scarcity
B) social validation
10
C) commitment/consistency
D) reciprocity
Answer: B
use them.
35) Influence practitioners often invoke social validation by claiming that their products
A) are the largest selling or fastest growing.
B) are in limited supply.
C) are great investments for the future.
D) are capable of providing monetary or social rewards.
Answer: A
use them.
36) A curious case of mass hysteria occurred when vast numbers of Londoners left the city
because a soldier named Bell had predicted that the city would be destroyed by an earthquake
on a specific day. The mass hysteria was primarily due to
A) the high probability of another earthquake occurring.
B) the influential personality of Bell.
C) the Londoners themselves, who mimicked each others’ behaviors.
D) the scarcity principle.
Answer: C
LO 6.4 Explain how consensus, similarity, and uncertainty increase the impact of social
validation.
37) A single visible dissenter from the group’s position

A) allows further group conformity by the identification of an “out-group” member.
B) is highly likely to hold his or her position in defiance of the group.
C) is likely to be ignored by the group.
D) emboldens other group members to resist conformity.
Answer: D
validation.
11
38) Why do cult-like groups try to prevent new members from communicating with family and
friends outside the group?
A) It is more difficult to get group members to give away all their money to the cult-like group.
B) Even a single dissenter from a group view makes it much easier for individuals to resist
social influence pressures.
C) Contact with family and friends tends to cause reactance.
D) They generally do not prevent new members from such communication.
Answer: B
validation.
39) Individuals are most likely to conform to the actions of ________.

A) similar others
B) dissimilar others
C) a group that is not unanimous
D) younger others
Answer: A
validation.
40) Research on suicide epidemics has found that a suicide that makes the front-page news
generally is followed by
A) a decrease in single-car automobile accidents.
B) an increase in suicides in areas where the newspapers devote a great deal of coverage to it.
C) a slight increase in suicides, but only among elderly people.
D) a decrease in suicides because people reflect on the consequences of suicide.
Answer: B
validation.
41) Participants in Sherif’s classic experiments estimated how far a dot of light moved in a dark
room. Their judgments were influenced primarily by
A) the estimations made by other group members.
B) how far the light actually moved.
C) the light’s intensity.
D) both A and B
Answer: A
12
validation.
42) Sherif’s experiments of how people judged the amount of movement of a dot of light in a
dark room demonstrated that when there is no objectively correct response, participants were
A) likely to doubt themselves and accept the group opinion.
B) likely to doubt the group opinion, but nevertheless conform to it.
C) not likely to follow the group opinion.
D) likely to follow the group opinion, but only temporarily. When questioned alone later, their
judgments shifted back to their initial, private judgment.
Answer: A
validation.
43) If a group is initially uncertain, but then agrees on a particular response,

A) members often hold strongly to the response.
B) members are less likely to defer to the authority in the group.
C) members are quick to change their minds in the face of disconfirming information.
D) both B and C
Answer: A
validation.
44) All of the following are sources of uncertainty EXCEPT

A) lack of familiarity.
B) the opinions of authorities.
C) difficult tasks.
D) ambiguous situations.
Answer: B
validation.
45) People are more likely to follow the crowd when they are
A) motivated to be accurate and are certain of their own decision.
B) motivated to be accurate and are uncertain of their own decision.
C) not motivated to be accurate and are certain of their own decision.
13
D) not motivated to be accurate and are uncertain of their own decision.
Answer: B
LO 6.5 Explain how a group’s injunctive norms can change members’ behavior.
46) When faced with the fact that customers were not using his newly developed shopping
carts, Sylvan Goldman
A) reduced the price of the carts.
B) advertised that only a few carts were available.
C) asked an authority to recommend them.
D) hired fake shoppers to use them.
Answer: D
47) An individual’s conformity in a group is most likely to happen under all of the following
conditions EXCEPT
A) when the task is ambiguous.
B) when the task is difficult.
C) when there is a dissenter in the group.
D) when the group members are sleep-deprived.
Answer: C
48) During a meeting in an advertising agency, Robert discovers that the rest of the team
unanimously disagrees with his judgment about the poor quality of a particular product.
According to research in social psychology, it’s highly likely that Robert will
A) ask the group to reconsider their answers.
B) doubt his own judgment and conform to the group’s judgment.
C) go against the authority in the group.
D) hold to his position and not back down.
Answer: B
49) People are likely to be influenced by others because they rely on the heuristic: “If it’s
popular, it must be ________.”
A) an effective choice
14
B) an appropriate way to act
C) generally approved
D) all of the above
Answer: D
Topic: Gaining Social Approval
50) According to a classic set of studies by Schachter (1951), “For a deviate in a group, the
unforgivable sin is not to ________, but to ________.”
A) think differently; voice a different position
B) be different; stay different
C) voice a different opinion; act on that deviant conviction
D) act; react
Answer: B
51) Imagine that you are the only person who doesn’t like punk music in a group of fans of a
popular punk band. According to the work of Schachter (1951),
A) you will be ignored and rejected, but you will be accepted if you hold steadily to your view.
B) you will be ignored and rejected, and you will not be accepted even if you subsequently
conform to the group opinion.
C) the group will actively try to change your opinion, but will accept you whether you conform
or not.
D) the group will actively try to change your opinion, and will accept you if you conform but
will reject you if you don’t.
Answer: D
52) ________ norms define what is typically done; ________ norms define what is typically
approved or disapproved.
A) Descriptive; injunctive
B) Injunctive; descriptive
C) Social; cultural
D) Cultural; social
Answer: A
15
53) To say that it is wrong to chat with another student during a lecture is to state a/an
A) descriptive norm.
B) injunctive norm.
C) conjunctive norm.
D) reciprocal norm.
Answer: B
54) The pressure to recycle that you feel when you hear that most of your neighbors recycle is
primarily awareness of
A) an injunctive norm.
B) a descriptive norm.
C) scarcity.
D) ambiguity.
Answer: B
55) You open your mailbox and discover a free packet of Health-Nut granola bars. The next
time you go to the supermarket to buy snacks, you think about buying Health-Nut bars.
However, you decide not to because you are angry with the manufacturers for manipulating
you by activating the norm of
A) liability.
B) equity.
C) social responsibility.
D) reciprocity.
Answer: D
LO 6.6 Describe how the norm of reciprocity operates to change behavior.
56) Someone who gives you a flower at the airport and then asks for a donation, is attempting
A) to capitalize on the fundamental attribution error.
B) to induce you to succumb to the reciprocity rule.
C) to arouse dissonance.
D) to use the availability heuristic.
Answer: B
16
57) The door-in-the-face technique, in which the requester makes a large request and then
retreats to the smaller, desired favor, is based on the
A) need for consistency.
B) need for cognition.
C) norm of reciprocity.
D) value of collectivism.
Answer: C
58) The door-in-the-face technique begins with getting a target person to say ________ to a
large request and then making a second ________ request.
A) no; smaller
B) maybe; larger
C) yes; smaller
D) yes; larger
Answer: A
59) You need to meet a professor who is very busy, and you are afraid she will refuse to meet
you. According to research, the professor will be more willing to meet with you for about 15–
20 minutes if you
A) first ask her to spend 2 hours a week with you for the rest of the semester.
B) tell her that most of the professors whom you asked were too busy to meet with you.
C) employ the principle of scarcity by saying that you are available to meet with her only in the
early mornings.
D) all of the above
Answer: A
60) Imagine that you are stopped in the street by a Boy Scout selling tickets to the circus for $5
each. You refuse to buy a ticket, and then the boy offers you chocolate bars for $1 each. You
are ________ likely to buy some of the chocolate bars now than if you had been approached
first with the chocolate bar offer because ________.
A) less; now you don’t need to find additional excuses to refuse the second request
B) less; once you’ve said no, you don’t feel obligated to agree with subsequent requests
C) more; you perceive the chocolate bars as scarce
D) more; you perceive the change in his request as a concession to be reciprocated
Answer: D
17
61) Imagine that a salesman at a tropical resort says you can experience the thrill of a
parasailing lesson for only $50. Then, before you decide one way or the other, the salesman
says he will drop the price to only $30. The salesman has tried to influence you via the
A) foot-in-the-door technique.
B) door-in-the-face technique.
C) that’s-not-all technique.
D) low-ball technique.
Answer: C
62) Imagine that you are approaching a bake sale table and the saleswoman tells you that the
price of a cupcake is $1.00. While you are deciding, she reduces the price to $0.75 for the same
cupcake. You are ________ likely to buy the cupcake than if you were originally presented
with a price of $0.75 because ________.
A) more; you perceive the deal as a concession on the part of the salesperson
B) more; you will be affected by the commitment/consistency principle
C) less; you will anchor your judgment to the price of $1.00
D) less; you will experience psychological reactance at the price change
Answer: A
63) Researchers surveying Citibank branches throughout the world discovered that in the
United States, employees’ willingness to comply voluntarily with a request from a co-worker
was greatest if they could answer “yes” to which of the following questions?
A) Has this person done a favor for me recently?
B) Is the requester connected to someone in my unit?
C) Is the requester connected to my friends?
D) According to official rules, am I supposed to assist this requester?
Answer: A
64) The norms of obligation

A) are the same across all cultures.
18
B) are stronger in individualistic cultures.
C) probably didn’t exist in ancient civilizations.
D) vary across cultures.
Answer: D
65) The study of Citibank branches in the United States, China, Spain, and Germany found that
all of the following approaches were used in various countries EXCEPT the
A) market-based approach.
B) family-based approach.
C) need-based approach.
D) friendship-based approach.
Answer: C
66) Which of the following is FALSE regarding people with a high need for approval?
A) They are trusting.
B) They are agreeable.
C) They possess a high desire to be accurate.
D) They are likely to go along with the group to avoid conflict.
Answer: C
67) Relative to people from individualistic cultures, people from collectivistic cultures are more
likely to
A) focus on features that distinguish them from others.
B) express a strong need for consistency.
C) express a strong need for cognition.
D) base their decisions more on what others think than what they themselves think.
Answer: D
68) Factors that lead people to resist social influence are known as
A) Beta forces.
B) Gamma forces.
19
C) Alpha forces.
D) Omega forces.
Answer: D
LO 6.7 Discuss the factors that affect a person’s willingness to be influenced by others.
69) After expressing an opinion about a book by Elias Canetti, Tim hears his opinion belittled
by his classmates. When asked about his opinion on the book again, Tim becomes more
extreme in his original opinion. Tim’s behavior is an example of
A) reactance theory.
B) collectivist theory.
C) anti-conformist theory.
D) need for accuracy theory.
Answer: A
70) Imagine that you are leaving a parking space and another driver who is waiting to take the
space is honking to pressure you to leave faster. As a result, you start moving even more
slowly. Which of the following would best explain your behavior?
A) norm of reciprocity
B) need for approval
C) social validation
D) reactance theory
Answer: D
71) A Girl Scout comes to your door and says, “These boxes of cookies sell for 300 pennies
each...that’s $3. It’s a great deal!” She apparently is using which technique to get you to
comply with her request to buy cookies?
A) that’s not all technique
B) disrupt-then-reframe technique
C) foot-in-the-door technique
D) low-ball technique
Answer: B
20
72) Research on the effect of physical attractiveness on compliance has shown that
A) physically attractive individuals are influential in getting compliance only when they are not
similar to the target.
B) physically attractive people are successful in making sales, but not in gaining compliance
with requests for prosocial behaviors.
C) although people are more likely to vote for physically attractive political candidates, those
who believe that appearance is not important are not influenced by the physical attractiveness
of the candidate.
D) none of the above
Answer: D
73) Imagine that a representative of the American Heart Association knocks on your door and
asks for a donation. You would be more likely to make a donation if
A) you are a reactant individual.
B) nobody has made a donation so far.
C) the representative is physically attractive.
D) you are physically attractive.
Answer: C
74) Sarah will be more likely to go along with the group when evaluating the taste of a new
brand of coffee if
A) she is a highly reactant individual.
B) she is physically attractive.
C) her response is planned in advance.
D) her response is observable to the group.
Answer: D
75) A personality factor that has been shown to withstand social influence, particularly as it
relates to harmful norms such as teen smoking, is
A) conscientiousness.
B) collectivism.
C) agreeableness.
D) a belief in one’s ability to resist peer influence.
Answer: D
21
76) Your text mentions the curious phenomenon in which certain resistance skills education
programs (for example, teaching students to “just say no” to alcohol or drugs) have been shown
to increase rather than decrease the use of harmful substances. Why does this appear to be the
case?
A) Governmental programs such as these inevitably fail because of poor planning and
execution.
B) These programs convey the message that these activities are what peers typically do.
C) These programs build reactance in students, so that they actively resist the message.
D) These programs do not reinforce the message with rewards.
Answer: B
77) Your text states that even powerful group norms won’t guide the behavior of members of a
group
A) who don’t rank high on the personality dimension of extraversion.
B) who don’t rank high on the personality dimension of agreeableness.
C) who don’t identify themselves psychologically as group members.
D) who have a collectivistic orientation.
Answer: C
78) Your text notes that a particular restaurant in Chicago discovered a highly effective tactic to
ensure that callers who make reservations will call to cancel the reservation if they decide not
to appear. What do the restaurant’s receptionists say to engage the power of a personal
commitment?
A) “Please call us if you change your plans.”
B) “Will you call us if you change your plans?”
C) “We’ll be grateful if you would call us if you change your plans.”
D) “Please don’t change your plans.”
Answer: B
Topic: Managing Self-Image
LO 6.8 Describe the four commitment-initiating tactics and how they differ from one another.
79) Commitment was discussed in the text as most relevant to which of the following motives
for allowing others to influence us?
22
A) getting information
B) choosing correctly
C) managing our self-image
D) managing our emotions
Answer: C
80) According to your text, the success of the foot-in-the-door tactic may be attributed to the
likelihood that
A) complying with the initial request changes people’s self-images.
B) complying with the subsequent request changes people’s attitudes.
C) the initial request causes a desire for contrast.
D) the subsequent request causes a desire for assimilation.
Answer: A
81) When asked, Jamison agreed to wear a sticker that said, “Please donate blood.” The next
day, he was asked to donate blood, and he did so even though he usually doesn’t participate in
blood drives. It’s likely that Jamison succumbed to the
A) bait-and-switch technique.
B) door-in-the-face technique.
C) low-ball technique.
D) foot-in-the-door technique.
Answer: D
82) The low-ball technique works by engaging the target’s commitment and then
A) providing an opportunity consistent with the initial commitment, but less extreme.
B) providing an additional incentive to participate in the “deal.”
C) increasing the cost of the original “deal.”
D) removing a barrier to compliance.
Answer: C
83) Nalini thought she was a victim of the low-ball technique because, after she decided to
23
purchase an automobile from a particular dealer,
A) the dealer told her that this model had been sold.
B) the dealer discovered an “error” in the price calculations, making the car more expensive.
C) the dealer pretended to “be on her side” in lowering the price of the car.
D) the dealer discussed a number of similarities that they shared.
Answer: B
84) The low-ball and the foot-in-the-door techniques both capitalize on the principle of
A) social validation.
B) liking/friendship.
C) scarcity.
D) commitment/consistency.
Answer: D
85) A car salesman using the low-ball technique would do which of the following?
A) First, get the buyer to agree to buy a car at an expensive price, then reduce the price to make
the buyer feel good about the purchase.
B) Lead the potential buyer to believe that the model and color he wants are scarce.
C) Tell the buyer that the car is definitely not for sale, and then say that it could be sold if the
buyer will outbid the previous bidder.
D) Get the potential buyer to agree to buy the car at a reduced price, then say the manager will
not allow the sale unless the customer is willing to pay $250 more than the initial agreement.
Answer: D
86) The low-ball technique is effective because after making an active choice for something
A) people view more favorably the things they didn’t choose.
B) people see what they’ve chosen more positively and are reluctant to relinquish it.
C) the assimilation principle makes other choices less attractive.
D) the contrast principle makes other choices more attractive.
Answer: B
24
87) Amir went to the local auto dealership to purchase an inexpensive car advertised in the
paper. When he got there, he discovered that the car was no longer available. Nonetheless, he
looked at other cars and purchased one that was more expensive. Amir fell victim to the
A) bait-and-switch technique.
B) low-ball technique.
C) door-in-the-face technique.
D) contrast technique.
Answer: A
88) The bait-and-switch technique takes advantage of people’s desire to

A) be accurate.
B) appear to be correct.
C) have high self-esteem.
D) be consistent with a personal commitment.
Answer: D
89) Cindy, a grade school teacher, decides to use the labeling technique on one of her students
who does not appear to be particularly fond of studying mathematics. Therefore, she says
A) “If you don’t do your math homework, you’ll be labeled a slow student.”
B) “Fine, don’t study math. In fact, I don’t want you to study math.”
C) “You seem to me like the kind of girl who understands how important it is to do your math
homework.”
D) “If you do your math homework, I’ll get you those colored labels you wanted.”
Answer: C
90) The labeling technique

A) provides social feedback, which may help a person see himself or herself differently.
B) only works on people who are low in self-monitoring.
C) is a heuristic that becomes particularly effective when a person is not cognitively busy.
D) is an influence tactic that takes advantage of the reciprocity norm.
Answer: A
25
91) Suppose that your professor needs volunteers for a psychology study. She will be most
successful in getting students who volunteer to actually show up for the study if she
A) passes around a sign-up sheet with the time and place of the study and asks students who
want to volunteer to sign their name.
B) writes on the board the time and place of the study for those who want to volunteer.
C) passes a flyer with the time and place of the study for those who want to volunteer.
D) has a research assistant stand up in front of the class and announce the time and place of the
study for those who want to volunteer.
Answer: A
LO 6.9 Discuss the two situational features of commitments that make them most enduring.
92) In ads for rock music concerts, concert promoters usually hide the cost of tickets from fans.
According to your text, this should
A) increase the sales based on the principle of social validation.
B) increase the sales because the act of calling for the price serves as a personal commitment
that increases the likelihood that fans will then purchase a ticket.
C) decrease the sales, because people would not receive information essential to their decision.
D) decrease the sales, because people will experience reactance.
Answer: B
93) People are most likely to be consistent with their previous commitments when
A) they have made the commitment in order to obtain an external reward.
B) they were forced to make the commitment.
C) the commitment is made privately rather than publicly.
D) the commitment is made through action rather than a failure to act.
Answer: D
94) Commitments are most likely to be lasting when they are all of the following EXCEPT
A) unfamiliar.
B) active.
C) public.
D) freely chosen.
Answer: A
26
95) If you wanted to use internal pressures toward consistency to ensure that people would
attend an important event, you should
A) create a list with the names of the people who are invited and let them cross out their name
if they don’t want to attend.
B) create an attendance form that required some effort to complete.
C) post a list of all the people who have already agreed to attend the event.
D) have an attractive member of the opposite sex fill out attendance forms for people.
Answer: B
96) In a classic study conducted by Deutsch and Gerard (1955), participants were asked to
judge the lengths of lines (similar to the Asch studies). Later, participants learned that their
judgments conflicted with those of the rest of the group. Which of the following groups was
most likely to resist group pressure?
A) participants who judged the length of the lines and kept their judgments in their minds
B) participants who judged the length of the lines, wrote the judgments down, and then erased
them
C) participants who judged the length of the lines, wrote the judgments down, and then handed
them to the researcher
D) participants who judged the length of the lines, wrote the judgment down, and didn’t show
them to anyone else
Answer: C
97) Research on gender and conformity has demonstrated that

A) men are less likely to conform than women under public conditions.
B) men are less likely to conform than women under private conditions.
C) men are more likely to conform than women under private conditions.
D) men and women are equally likely to conform under public conditions.
Answer: A
98) Men are more likely than women to base their self-esteem on factors that
A) make them creative.
B) make them gain social approval.
C) make them independent.
27
D) connect them to their groups.
Answer: C
99) Women are more likely than men to base their self-esteem on factors that
A) characterize them as creative.
B) characterize them as independent.
C) characterize them as sensitive.
D) connect them to their groups.
Answer: D
100) Baumeister and Sommer (1997) suggest that men’s public nonconformity might be
motivated not by a desire to be independent of the group but by
A) a desire to boost their self-esteem.
B) a desire to be accepted as potential leaders by appearing independent.
C) their general unfriendliness.
D) need for structure.
Answer: B
True/False Questions
101) The success of auctions can be attributed to taking advantage of the scarcity principle.
Answer: TRUE
102) One of the goals of social influence is to conserve mental effort.

Answer: FALSE
103) Less educated individuals are less obedient to authority figures.
28
Answer: FALSE
use them.
104) The mass hysteria in London in 1761 is most related to the social validation principle.
Answer: TRUE
use them.
105) The more ambiguous the problem or decision in a group, the more likely group members
will conform to one another’s views.
Answer: TRUE
validation.
106) The norm of reciprocity is found only in Western cultures.

Answer: FALSE
107) One of the mistakes made by some public health campaigns is that they focus too much on
the undesired but frequent behavior.
Answer: TRUE
108) The foot-in-the-door tactic is based on the reciprocation principle.

Answer: FALSE
109) The bait-and-switch tactic works by inducing someone to commit to an arrangement and
then making the arrangement unavailable or unappealing and offering another arrangement at a
29
higher cost.
Answer: TRUE
110) Men and women conform similarly to group opinion when they have to do so in public,
but women conform more to group opinion when responses are made privately.
Answer: FALSE
Short Answer Questions
111) Define conformity and provide an example.

Answer: Conformity: changing one’s behavior to match the responses or actions of others.
112) Describe the method of participant observation, and provide an example.

Answer: Participant observation: A research approach in which the researcher infiltrates the
setting to be studied and observes its workings from within.
113) Define the reciprocation principle and provide an example of reciprocation in action.
Answer: Reciprocation: People are more willing to comply with the requests of others (for
favors, services, information, and concessions) from those who have provided such things first.
114) Define the social validation principle and provide an example of social validation in
action.
Answer: Social validation: People are more willing to take a recommended step if they see
evidence that many others, especially similar others, are taking it.
30
115) Define the liking/friendship principle and provide an example of how an advertiser might
incorporate it into an ad for women’s shampoo.
Answer: Liking/friendship: People prefer to say yes to those they know and like. This could
easily be incorporated into an ad by including a celebrity who is popular among women.
116) Explain how uncertainty can affect conformity in a group and provide an example.
Answer: Uncertainty is likely to increase conformity in a group.
validation.
117) Define injunctive norm, and describe how an injunctive norm might influence one’s
littering behavior.
Answer: Injunctive norm: A norm that defines what behaviors are typically approved or
disapproved. If an injunctive norm against littering is made salient to a person who litters,
he/she may decide to refrain from littering.
118) Define injunctive norm and descriptive norm, and indicate how they are different.
Answer: Injunctive norm: A norm that defines what behaviors are typically approved or
disapproved. Descriptive norm: A norm that defines what behaviors are typically performed.
They are different in that the former describes what should or should not be done, whereas the
latter describes what most people actually do.
119) Describe the door-in-the-face technique. State what social influence principle it relies on
and why you think that.
Answer: The door-in-the-face technique works by asking for a large favor and then, when the
first favor is rejected, retreating to a smaller favor. This second request is typically accepted
because the concession seems like a favor done for the influence target. Thus, this technique
capitalizes on the reciprocity norm.
31
120) Describe the low-ball tactic and what influence principle it utilizes. Provide an example.
Answer: Low-ball tactic: Gaining a commitment to an arrangement, then raising the cost of
carrying out that arrangement. The tactic utilizes the commitment/consistency principle.
Essay Questions
121) Define conformity, compliance, and obedience. Give an example of each.

Answer: Conformity: behavior change designed to match the behavior of others.
Compliance: changing one’s behavior as a result of a direct request.
Obedience: changing one’s behavior as a result of a directive from an authority.
122) Briefly describe the methods and results of both the Asch line-segment studies and
Sherif’s “autokinetic effect” studies. What are the similarities and the differences between these
two research programs?
Answer: Students should describe the basic procedure in each. The primary similarity was that
both examined group norms. Initially, Asch studied how one person responded to incorrect
responses by the group on a relatively simple and unambiguous task. In contrast, Sherif
examined the formation of group norms in the face of an ambiguous stimulus. In addition, Asch
was focused on the nature of conformity, whereas Sherif focused more on the effects of
uncertainty on behavior.
Level: 3-Difficult Page Ref: 182–183; 194–195
123) You are on the Board of Directors for the local Boys and Girls Club, spearheading their
annual fundraising sale of tasty desserts. Of course, you see the value of applying your
knowledge of social influence principles to this situation. Briefly describe the social validation,
reciprocity, and scarcity principles, and how you would use each of them to increase sales.
Answer: Social validation: People are more willing to take a recommended action if they see
evidence that many others, especially similar others, are taking it.
Reciprocity: People are more willing to comply with requests from someone who has done
them a favor of a similar kind. Scarcity: People find objects and opportunities more attractive
to the degree that they are scarce, rare, or dwindling in number.
124) How would you utilize the principles of reciprocity, social validation, liking, and
32
commitment/consistency to sell a used car? How would you use these same principles to
defend yourself against a salesperson using these principles?
Answer: Sample responses, to sell:
Reciprocity: offer free gifts simply for coming to the dealership.
Liking: use a well-liked spokesperson in ads, or find ways to get the customer to like you in a
face-to-face situation, perhaps by finding or creating similarity.
Consistency: encourage the customer to make little commitments to the vehicle in question,
such as by asking them to agree that they like certain features; you also could ask them to
initial a tentative agreement, assuring the customer that it is only tentative. You could also use
various other tactics, such as foot-in-the-door, etc.
Sample responses, to defend:
Reciprocity: label favors as really designed to make a sale, not given out of mere kindness.
Also, first provide a favor to the salesperson.
Liking: make the salesperson like you so that he/she will be more inclined to say yes to your
requests/negotiations.
Consistency: get the salesperson to agree not to try to sell you a car that doesn’t match your
criteria, etc.
125) Describe the three sources of uncertainty that can increase conformity to the group. Give
an example of each.
Answer: Sources are: doubting one’s own judgment; lack of familiarity with the situation;
when faced with a difficult task.
126) Describe the steps involved in the foot-in-the-door and door-in-the-face techniques. What
influence principle does each utilize? Provide an example of each.
Answer: The foot-in-the-door technique increases compliance with a large request by first
gaining compliance with a smaller, related request. This technique relies on the
commitment/consistency principle.
The door-in-the-face technique works by asking for a large favor and then, when the first favor
is rejected, retreating to a smaller favor. This second request is typically accepted because the
concession seems like a favor done for the influence target. Thus, this technique capitalizes on
the reciprocity norm.
127) What person and situation factors cause people to yield to social influence in order to gain
social approval? Give examples of how these factors might lead people to change their
33
behavior.
Answer: Person factors: desire for approval; collective sense of self; resistance.
Situation factors: the appeal of others, such as their attractiveness; the public observability of
the behavior.
128) Describe the four techniques of social influence based on the desire to be consistent with
existing behaviors, promises, and self-images. Give examples of how each one of these
techniques might lead people to change their behavior.
Answer: Four possible techniques: foot-in-the-door; low-ball; bait-and-switch; labeling
technique.
129) Explain why active and public commitments are typically more effective than passive and
private commitments. Provide separate examples of an active and a public commitment.
Answer: Active commitments increase compliance because people come to perceive
themselves in part by examining their own actions, and thus the act of committing can change a
person’s self-image. Public commitments increase compliance because individuals often feel
pressure to remain consistent with a decision when others can observe a possible change.
130) Describe the three goals of social influence and describe one strategy people use to
achieve each goal. Give an example of each.
Answer: Goals are to choose correctly, to gain social approval, and to be consistent with
commitments.
34
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Thomas Sumter (1732-1832), a daring and energetic
partisan leader, joined the patriot side after Tarleton’s
dragoons burned his Santee home. His militia harassed and
sometimes defeated the British in the savage civil war that
gripped the South Carolina backcountry in 1780-81.
British spokesmen eagerly promoted this idea. They were more

numerous in the Carolinas than most 20th-century Americans realize.
The majority of them were American born—men and women whom
the rebel Americans called tories and today are usually known as
loyalists. Part of the reason for this defection was geographical. The
people of the back country had long feuded with the wealthier
lowlanders, who controlled the politics of the two States. The
lowlanders had led the Carolinas into the war with the mother
country, and many back-country people sided with the British in the
hope of humbling the haughty planters. Some of these counter-
revolutionists sincerely believed their rights would be better protected
under the king. Another large group thought the British were going to
win the war and sided with them in the hope of getting rich on the
rebels’ confiscated estates. A third, more passive group simply lacked
the courage to oppose their aggressive loyalist neighbors.
The British set up forts, garrisoned by regulars and loyalists, in

various districts of South Carolina and told the people if they swore
an oath of allegiance to the king and promised to lay down their
weapons, they would be protected and forgiven for any and all
previous acts of rebellion. Thousands of men accepted this offer and
dropped out of the war.
But some South Carolinians refused to submit to royal authority.

Many of them were Presbyterians, who feared that their freedom to
worship would be taken away from them or that they would be
deprived of the right to vote, as Presbyterians were in England.
Others were animated by a fundamental suspicion of British
intentions toward America. They believed there was a British plot to
force Americans to pay unjust taxes to enable England’s aristocratic
politicians and their followers to live in luxury.
Joseph McJunkin was one of the men who had refused to surrender.
He had risen from private to major in the militia regiment from the
Union district of South Carolina. After the fall of Charleston, he and
his friends hid gunpowder and ammunition in hollow logs and
thickets. But in June 1780, they were badly beaten by a battalion of
loyalist neighbors and fled across the Broad River. They were joined
by men from the Spartan, Laurens, and Newberry districts. At the
Presbyterian Meeting House on Bullocks Creek, they debated 20
whether to accept British protection. McJunkin and a few other men
rose and vowed they would fight on. Finally someone asked those
who wanted to fight to throw up their hats and clap their hands.
“Every hat went up and the air resounded with clapping and shouts
of defiance,” McJunkin recalled.
Short, disciplined to the life of a soldier, yet plain and

gentle in manner, Francis Marion (the figure at left) was
equally brilliant as an officer of regulars and a partisan
leader of militia. To the British he was as elusive as a fox,
marching his brigade at night, rarely sleeping twice in the
same camp, and vanishing into the swamps when opposed
by a larger force.
A few days later, these men met Thomas Sumter, a former colonel in
the South Carolina Continentals. He had fled to western South
Carolina after the British burned his plantation. The holdouts asked
him his opinion of the situation. “Our interests are the same. With me
it is liberty or death,” he said. They elected him their general and
went to war.
Elsewhere in South Carolina, other men coalesced around another

former Continental officer, Francis Marion. Still others followed Elijah
Clarke, who operated along the border between South Carolina and
Georgia. These partisans, seldom numbering more than 500 men and
often as few as 50, struck at British outposts and supply routes and
attacked groups of loyalists whom the British were arming and trying
to organize into militia regiments. The British and loyalists grew
exasperated. After the battle of Camden, Lord Cornwallis declared
that anyone who signed a British parole and then switched sides
would be hanged without a trial if captured. If a man refused to
serve in the loyalist militia, he would be imprisoned and his property
confiscated. At a convention of loyalist militia regiments on August
23, 1780, the members resolved that these orders should be
ruthlessly applied. They added one other recommendation. Anyone
who refused to serve in the king’s militia should be drafted into the
British regulars, where he would be forced to fight whether he liked it
or not.
For the rest of 1780, a savage seesaw war raged along the Carolina
frontier. Between engagements both sides exacted retaliation on
prisoners and noncombatants. Elijah Clarke besieged Augusta with a
mixed band of South Carolinians and Georgians. Forced to retreat by
British reinforcements, he left about two dozen badly wounded men
behind. The loyalist commander of Augusta, Thomas Browne,
wounded in the siege, hanged 13 of them in the stairwell of his
house, where he could watch them die from his bed. A rebel named
Reed was visiting a neighbor’s house when the landlady saw 21
two loyalists approaching. She advised Reed to flee. Reed
replied that they were old friends; he had known them all his life. He
went outside to shake hands. The loyalists shot him dead. Reed’s
aged mother rode to a rebel camp in North Carolina and displayed
her son’s bloody pocketbook. The commander of the camp asked for
volunteers. Twenty-five men mounted their horses, found the
murderers, and executed them.
In this sanguinary warfare, the rebels knew the side roads and forest
tracks. They were expert, like Marion’s men, at retreating into
swamps. But the British also had some advantages. The rebels could
do little to prevent retaliation against their homes and property. If a
man went into hiding when the British or loyalists summoned him to
fight in their militia, all his corn and livestock were liable to seizure,
and his house might even be burned, leaving his wife and children
destitute. This bitter and discouraging truth became more and more
apparent as the year 1780 waned. Without a Continental army to
back them up, Sumter and the other partisan leaders found it difficult
to persuade men to fight.
Not even the greatest militia victory of the war, the destruction of a
loyalist army of over a thousand men at Kings Mountain in October
1780, significantly altered the situation. Although loyalist support
declined, the British army was untouched by this triumph. Moreover,
many of the militiamen in the rebel army had come from remote
valleys deep in the Appalachians, and they went home immediately,
as militiamen were inclined to do. The men of western South Carolina
were left with the British regulars still dominating four-fifths of the
State, still ready to exact harsh retaliation against those who
persisted in the rebellion.
Elijah Clarke, a colonel of Georgia militia, fought at a
number of important actions in the civil war along the
Southern frontier in 1780-81.
George Washington understood the problem. In an earlier campaign

in the north, when the New Jersey militia failed to turn out, he had
said that the people needed “an Army to look the Enemy in the Face.”
To replace the disgraced Horatio Gates, he appointed Nathanael
Greene of Rhode Island as the commander of the Southern army. A
38-year-old Quaker who walked with a slight limp, Greene had
become Washington’s right-hand man in five years of war in the
north. On December 2 he arrived in Charlotte, N.C., where Horatio
Gates was trying to reorganize the remnants of the army 22
shattered at Camden. Neither the numbers nor the appearance
of the men were encouraging. There were 2,046 soldiers present and
fit for duty. Of these, only 1,173 were Continentals. The rest were
militia. Worse, as Greene told his friend the Marquis de Lafayette, if
he counted as fit for duty only those soldiers who were properly
clothed and equipped, he had fewer than 800 men and provisions for
only three days in camp. There was scarcely a horse or a wagon in
the army and not a dollar of hard money in the military chest.
Among Greene’s few encouraging discoveries in the army’s camp at

Charlotte was the news that Daniel Morgan had returned to the war
and at that very moment was within 16 miles of the British base at
Camden with a battalion of light infantry and what was left of the
American cavalry under Lt. Col. William Washington. Angered by
Congress’s failure to promote him, Morgan had resigned his colonel’s
commission in 1779. The disaster at Camden and the threat of
England’s new southern strategy had persuaded him to forget his
personal grievance. Congress had responded by making him a
brigadier general.
Studying his maps, and knowing Morgan’s ability to inspire militia and
command light infantry, Nathanael Greene began to think the Old
Wagoner, as Morgan liked to call himself, was the key to frustrating
British plans to conquer North Carolina. Lord Cornwallis and the main
British army were now at Winnsborough, S.C., about halfway
between the British base at Camden and their vital back-country fort
at Ninety Six. The British general commanded 3,324 regulars, twice
the number of Greene’s motley army, and all presumably well trained
and equipped. Spies and scouts reported the earl was preparing to
invade North Carolina for a winter campaign. North Carolina had, if
anything, more loyalists than South Carolina. There was grave reason
to fear that they would turn out at the sight of a British army and
take that State out of the shaky American confederacy.
To delay, if not defeat, this potential disaster, Greene decided to
divide his battered army and give more than half of it to Daniel
Morgan. The Old Wagoner would march swiftly across the front of
Cornwallis’s army into western South Carolina and operate on his left
flank and in his rear, threatening the enemy’s posts at Ninety 23
Six and Augusta, disrupting British communications, and—most
important—encouraging the militia of western South Carolina to
return to fight. “The object of this detachment,” Greene wrote in his
instructions to Morgan, “is to give protection to that part of the
country and spirit up the people.”
This was the army that Joseph McJunkin had ridden all night to warn.
Lord Cornwallis had no intention of letting Nathanael Greene get
away with this ingenious maneuver. Cornwallis had an answer to
Morgan. His name was Banastre Tarleton.
2
Daniel Morgan might call him “Benny.” Most Americans called him
“the Butcher” or “Bloody Tarleton.” A thick-shouldered, compact man
of middle height, with bright red hair and a hard mouth, he was the
most feared and hated British soldier in the South. In 1776 he had
come to America, a 21-year-old cornet—the British equivalent of a
second lieutenant. He was now a lieutenant colonel, a promotion so
rapid for the British army of the time that it left older officers frigid
with jealousy. Tarleton had achieved this spectacular rise almost
entirely on raw courage and fierce energy. His father had been a
wealthy merchant and Lord Mayor of Liverpool. He died while
Tarleton was at Oxford, leaving him £5,000, which the young man
promptly gambled and drank away, while ostensibly studying for the
law in London. He joined the army and discovered he was a born
soldier.
In America, he was a star performer from the start. In the fall of
1776, while still a cornet, he played a key role in capturing Maj. Gen.
Charles Lee, second in command of the American army, when he
unwisely spent the night at a tavern in New Jersey, several miles
from his troops. Soon a captain, Tarleton performed ably for the next
two years and in 1778 was appointed a brigade major of the British
cavalry.
Charles Lee, an English general retired on half-pay at the

outbreak of the war, threw in with Americans and received
several important commands early in the war. His capture
in late 1776 at a New Jersey tavern by dragoons under
Banastre Tarleton was a celebrated event.
Tarleton again distinguished himself when the British army retreated

from Philadelphia to New York in June 1778. At Monmouth Court
House he began the battle by charging the American advance column
and throwing it into confusion. In New York, sorting out his troops,
the new British commander, Sir Henry Clinton, rewarded Tarleton with
another promotion. While the British were in Philadelphia, various
loyalists had recruited three troops of dragoons. In New York, officers
—some loyalist, some British—recruited companies of infantry and
more troops of dragoons from different segments of the loyalist
population. One company was Scottish, two others English, a third
American-born. Clinton combined these fragments into a 550-man
unit that he christened the British Legion. Half cavalry, half infantry, a
legion was designed to operate on the fringe of a main army as a
quick-strike force. Banastre Tarleton was given command of the
British Legion, which was issued green coats and tan breeches, unlike
other loyalist regiments, who wore red coats with green facings.
24
Banastre Tarleton, Gentleman

Banastre Tarleton, only 26, was a short, thick-set, rather 25
handsome redhead who was tireless and fearless in battle.
Unlike Morgan, he had been born to privilege. Scion of a wealthy
Liverpool mercantile family, he was Oxford educated and might
have become a barrister except that he preferred the playing field
to the classroom and the delights of London theatres and coffee
houses to the study of law. After squandering a modest
inheritance, he jumped at the chance to buy a commission in the
King’s Dragoons and serve in America. Eventually he came into
command of the British Legion, a mounted and foot unit raised
among American loyalists. Marked by their distinctive green
uniforms, they soon became known as Tarleton’s Green Horse. It
was their ruthless ferocity that earned Tarleton the epithet, “Bloody
Tarleton.”
After the war, Tarleton fell in love with the beautiful Mary Robinson,
a poet, playwright, and actress. Tarleton’s memoir, The Campaigns
of 1780 and 1781 in the Southern Provinces, owes much to her
gifted pen.
Mary Robinson
Tarleton’s birthplace on Water Street in Liverpool.
26
Under Gen. Benjamin Lincoln, the patriots suffered their
worst defeat of the war. Bottled up by Sir Henry Clinton in
the peninsula city of Charleston, he surrendered the entire
Continental Army in the South—more than 5,000 men—in
May 1780.
Sailing south with the royal army that besieged and captured
Charleston, Tarleton and his Legion acted as a mobile screen,
protecting the British rear against attacks by American cavalry and
militia from the interior of the State. The young officer soon
demonstrated a terrifying ability to strike suddenly and ferociously
when the Americans least expected him. On May 6, 1780, at Lenuds
Ferry, he surprised and virtually destroyed the American cavalry,
forcing William Washington and many other officers and men to leap
into the Santee River to escape him.
After Charleston surrendered, there was only one unit of regular

American troops left in South Carolina, the 3d Virginia Continentals
commanded by Col. Abraham Buford. He was ordered to retreat to
North Carolina. Cornwallis sent Tarleton and his Legion in pursuit.
Covering 105 miles in 54 hours, Tarleton caught up with the
Americans at Waxhaws. The 380 Virginians were largely recruits, few
of whom had seen action before. Tarleton and the Legion charged
from front, flank, and rear. Buford foolishly ordered his men to hold
their fire until the saber-swinging dragoons were on top of them. The
American line was torn to fragments. Buford wheeled his horse and
fled. Tarleton reportedly sabered an American officer as he tried to
raise a white flag. Other Americans screamed for quarter, but some
kept firing. A bullet killed Tarleton’s horse and he crashed to the
ground. This, he later claimed, aroused his men to a “vindictive
asperity.” They thought their leader had been killed. Dozens of
Americans were bayonetted or sabered after they had thrown down
their guns and surrendered.
27
The contemporary map shows the patriot defenses north of
the city, the British siege lines, and warships of the Royal
Navy that controlled the harbor waters.
One hundred and thirteen Americans were killed and 203 28

captured at Waxhaws. Of the captured, 150 were so badly
wounded they were left on the battlefield. Throughout the Carolinas,
the word of the massacre—which is what Americans called Waxhaws
—passed from settlement to settlement. It did not inspire much trust
in British benevolence among those who were being urged to
surrender.
Tarleton’s slaughter of Col. Abraham Buford’s command at
the Waxhaws gave the patriots a rallying cry—“Tarleton’s
quarter”—remembered to this day.
After helping to smash the American army at Camden with another

devastating cavalry charge, Tarleton was ordered to pursue Thomas
Sumter and his partisans. Pushing his men and horses at his usual
pace in spite of the tropical heat of August, he caught up with
Sumter’s men at Fishing Creek. Sabering a few carelessly posted
sentries, the British Legion swept down on the Carolinians as they lay
about their camp, their arms stacked, half of them sleeping or
cooking. Sumter leaped on a bareback horse and imitated Buford,
fleeing for his life. Virtually the entire American force of more than
400 men was killed or captured. When the news was published in
England, Tarleton became a national hero. In his official dispatches,
Cornwallis called him “one of the most promising officers I ever
knew.”
But Sumter immediately began gathering a new force and Francis

Marion and his raiders repeatedly emerged from the lowland swamps
to harass communications with Charleston and punish any loyalist
who declared for the king. Tarleton did not understand this stubborn
resistance and liked it even less. A nauseating bout with yellow fever
deepened his saturnine mood. Pursuing Marion along the Santee and
Black Rivers, Tarleton ruthlessly burned the farmhouses of “violent
rebels,” as he called them. “The country is now convinced of the error
of the insurrection,” he wrote to Cornwallis. But Tarleton failed to
catch “the damned old fox,” Marion.
The British Legion had scarcely returned from this exhausting march
when they were ordered out once more in pursuit of Sumter. On
November 9, 1780, with a new band of partisans, Sumter fought part
of the British 63d Regiment, backed by a troop of Legion dragoons,
at Fishdam Ford on the Broad River and mauled them badly. “I wish
you would get three Legions, and divide yourself in three parts,”
Cornwallis wrote Tarleton. “We can do no good without you.”
Once more the Legion marched for the back country. As usual, 29
Tarleton’s pace was almost supernaturally swift. On November
20, 1780, he caught Sumter and his men as they were preparing to
ford the Tyger River. But this time Tarleton’s fondness for headlong
pursuit got him into serious trouble. He had left most of his infantry
far behind him and pushed ahead with less than 200 cavalry and 90
infantry, riding two to a horse. Sumter had close to a thousand men
and he attacked, backwoods style, filtering through the trees to pick
off foot soldiers and horsemen. Tarleton ordered a bayonet charge.
The infantry was so badly shot up, Tarleton had to charge with the
cavalry to extricate them, exposing his dragoon to deadly rifle fire
from other militiamen entrenched in a log tobacco house known as
Blackstocks. The battle ended in a bloody draw. Sumter was badly
wounded and his men abandoned the field to the green-coated
dragoons, slipping across the Tyger in the darkness. Without their
charismatic leader, Sumter’s militia went home.
This portrait of Tarleton and the illustration beneath of a

troop of dragoons doing maneuvers appeared in a
flattering biography shortly after he returned to England in
1782.
“Sumter is defeated,” Tarleton reported to Cornwallis, “his corps

dispersed. But my Lord I have lost men—50 killed and wounded.” The
war was becoming more and more disheartening to Tarleton.
Deepening his black mood was news from home. His older brother
had put him up for Parliament from Liverpool. The voters had
rejected him. They admired his courage, but the American war was
no longer popular in England.
While Cornwallis remained at Winnsborough, Tarleton returned from

Blackstocks and camped at various plantations south of the Broad
River. During his projected invasion of North Carolina, Cornwallis
expected Tarleton and his Legion to keep the dwindling rebels of
South Carolina dispersed to their homes. Thus the British commander
would have no worries about the British base at Ninety Six, the key to
the back country. The fort and surrounding settlement had been
named by an early mapmaker in the course of measuring distances
on the Cherokee Path, an ancient Indian route from the mountains to
the ocean. The district around Ninety Six was the breadbasket of
South Carolina; it was also heavily loyalist. But a year of partisan
warfare had made their morale precarious. The American-born
commander of the fort, Col. John Harris Cruger, had recently 30
warned Cornwallis that the loyalists “were wearied by the long
continuance of the campaign ... and the whole district had
determined to submit as soon as the rebels should enter it.” The
mere hint of a threat to Ninety Six and the order it preserved in its
vicinity was enough to send flutters of alarm through British
headquarters.
There were flutters aplenty when Cornwallis heard from spies that
Daniel Morgan had crossed the Broad River and was marching on
Ninety Six. Simultaneously came news that William Washington, the
commander of Morgan’s cavalry, had routed a group of loyalists at
Hammonds Store and forced another group to abandon a fort not far
from Ninety Six. At 5 a.m. on January 2, Lt. Henry Haldane, one of
Cornwallis’s aides, rode into Tarleton’s camp and told him the news.
Close behind Haldane came a messenger with a letter from
Cornwallis: “If Morgan is ... anywhere within your reach, I should
wish you to push him to the utmost.” Haldane rushed an order to
Maj. Archibald McArthur, commander of the first battalion of the 71st
Regiment, which was not far away, guarding a ford over the Broad
River that guaranteed quick communication with Ninety Six. McArthur
was to place his men under Tarleton’s command and join him in a
forced march to rescue the crucial fort.
The little village of Ninety Six was a center of loyalist
sentiment in the Carolina backcountry. Cornwallis
mistakenly thought Morgan had designs on it and therefore
sent Tarleton in pursuit, bringing on the battle of Cowpens.
This map diagrams the siege that Gen. Nathanael Greene
mounted against the post in May-June of 1781.
Tarleton obeyed with his usual speed. His dragoons ranged far ahead
of his little army, which now numbered about 700 men. By the end of
the day he concluded that there was no cause for alarm about Ninety
Six. Morgan was nowhere near it. But his scouts reported that
Morgan was definitely south of the Broad River, urging militia from
North and South Carolina to join him.
Tarleton’s response to this challenge was almost inevitable. He asked

Cornwallis for permission to pursue Morgan and either destroy him or
force him to retreat over the Broad River again. There, Cornwallis and
his army could devour him.
The young cavalry commander outlined the operation in a letter to

Cornwallis on January 4. He realized that he was all but giving orders
to his general, and tactfully added: “I feel myself bold in offering my
opinion [but] it flows from zeal for the public service and well
grounded enquiry concerning the enemy’s designs and operations.” If
Cornwallis approved the plan, Tarleton asked for 31
reinforcements: a troop of cavalry from the 17th Light
Dragoons and the infantrymen of the 7th Regiment of Royal Fusiliers,
who were marching from Camden to reinforce Ninety Six.
Cornwallis approved the plan, including the reinforcements. As soon

as they arrived, Tarleton began his march. January rain poured down,
swelling every creek, turning the roads into quagmires. Cornwallis,
with his larger army and heavy baggage train, began a slow advance
up the east bank of the Broad River. As the commander in chief, he
had more to worry about than Tarleton. Behind him was another
British general, Sir Alexander Leslie, with 1,500 reinforcements.
Cornwallis feared that Greene or Marion might strike a blow at them.
The earl assumed that Tarleton was as mired by the rain and blocked
by swollen watercourses as he was. On January 12, Cornwallis wrote
to Leslie, who was being delayed by even worse mud in the lowlands:
“I believe Tarleton is as much embarrassed with the waters as you
are.” The same day, Cornwallis reported to another officer, the
commander in occupied Charleston: “The rains have put a total stop
to Tarleton and Leslie.” On this assumption, Cornwallis decided to halt
and wait for Leslie to reach him.
Tarleton had not allowed the August heat of South Carolina to slow
his pace. He was equally contemptuous of the January rains. His
scouts reported that Morgan’s army was at Grindal Shoals on the
Pacolet River. To reach the patriots he had to cross two smaller but
equally swollen streams, the Enoree and the Tyger. Swimming his
horses, floating his infantry across on improvised rafts, he
surmounted these obstacles and headed northeast, deep into the
South Carolina back country. He did not realize that his column,
which now numbered over a thousand men, was becoming more and
more isolated. He assumed that Cornwallis was keeping pace with
him on the east side of the Broad River, cowing the rebel militia there
into staying home.
Gen. Alexander Leslie, veteran commander in America. His
service spanned actions from Salem Bridge in February
1775 to the British evacuation of Charleston in December
1782.
Tarleton also did not realize that this time, no matter how swiftly he
advanced, he was not going to take the patriots by surprise. He was
being watched by a man who was fighting with a hangman’s noose
around his neck.
32
3
Skyagunsta, the Wizard Owl, was what the Cherokees called 41-year-
old Andrew Pickens. They both feared and honored him as a battle
leader who had defeated them repeatedly on their home grounds.
Born in Pennsylvania, Pickens had come to South Carolina as a boy.
In 1765 he had married the beautiful Rebecca Calhoun and settled on
Long Canes Creek in the Ninety Six district. Pickens was no
speechmaker, but everyone recognized this slender man, who was
just under 6 feet tall, as a leader. When he spoke, people listened.
One acquaintance declared that he was so deliberate, he seemed at
times to take each word out of his mouth and examine it before he
said it. Pickens had been one of the leaders who repelled the British-
inspired assaults on the back country by the Cherokee Indians in
1776 and carried the war into the red men’s country, forcing them to
plead for peace. By 1779 he was a colonel commanding one of the
most dependable militia regiments in the State. When the loyalists,
encouraged by the British conquest of Georgia in 1778-79, began to
gather and plot to punish their rebel neighbors, Pickens led 400 men
to assault them at Kettle Creek on the Savannah River. In a fierce,
hour-long fight, he whipped them although they outnumbered him
almost two to one.
After Charleston surrendered, Pickens’ military superior in the Ninety

Six district, Brig. Gen. Andrew Williamson, was the only high-ranking
official left in South Carolina. The governor John Rutledge had fled to
North Carolina, the legislature had dispersed, the courts had
collapsed. Early in June 1780, Williamson called together his officers
and asked them to vote on whether they should continue to resist.
Only eight officers opposed immediate surrender. In Pickens’ own
regiment only two officers and four enlisted men favored resistance.
The rest saw no hope of stopping the British regular army advancing
toward them from Charleston. Without a regular army of their own to
match the British, they could envision only destruction of their homes
and desolation for their families if they resisted.
Andrew Pickens was among these realists who had accepted the
surrender terms offered by the British. At his command, his regiment
of 300 men stacked their guns at Ninety Six and went home. As
Pickens understood the terms, he and his men were paroled on 33
their promise not to bear arms against the king. They became
neutrals. The British commander of Ninety Six, Colonel Cruger,
seemed to respect this opinion. Cruger treated Pickens with great
deference. The motive for this delicate treatment became visible in a
letter Cruger sent Cornwallis on November 27.
“I think there is more than a possibility of getting a certain person in

the Long Canes settlement to accept of a command,” Cruger wrote.
“And then I should most humbly be of opinion that every man in the
country would declare and act for His Majesty.”
It was a tribute to Pickens’ influence as a leader. He was also a man

of his word. Even when Sumter, Clarke, and other partisan leaders
demonstrated that there were many men in South Carolina ready to
keep fighting, Pickens remained peaceably at home on his plantation
at Long Canes. Tales of Tarleton’s cruelty at Waxhaws, of British and
loyalist vindictiveness in other districts of the State undoubtedly
reached him. But no acts of injustice had been committed against
him or his men. The British were keeping their part of the bargain
and he would keep his part.
Then Cornwallis’s aide, Haldane, appeared at Ninety Six and

summoned Pickens. He offered him a colonel’s commission in the
royal militia and a promise of protection. There were also polite hints
of the possibility of a monetary reward for switching sides. Pickens
agreed to ride down to Charleston and talk over the whole thing with
the British commander there. The visit was delayed by partisan
warfare in the Ninety Six district, stirred by the arrival of Nathanael
Greene to take command of the remnant of the American regular
army in Charlotte. Greene urged the wounded Sumter and the
Georgian Clarke to embody their men and launch a new campaign.
Sumter urged Pickens to break his parole, call out his regiment, and
march with him to join Greene. Pickens refused to leave Long Canes.
Andrew Pickens, a lean and austere frontiersman of

Scotch-Irish origins, ranked with Francis Marion and
Thomas Sumter as major partisan leaders of the war.
In desperation, the rebels came to him. Elijah Clarke led a band of

Georgians and South Carolinians to the outskirts of Long Canes, on

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Social Influence: Conformity, Compliance, and Obedience

Total Assessment Guide (T.A.G.)

Topic Question Remember the Understand the Apply What You

Multiple Choice Questions

9) Participants in the Berns et al. (2005) study of conformity

12) The foot-in-the-door technique may be summarized by the phrase

26) Milgram asked individuals to administer shocks to a fellow participant as part of a

37) A single visible dissenter from the group’s position

39) Individuals are most likely to conform to the actions of ________.

43) If a group is initially uncertain, but then agrees on a particular response,

44) All of the following are sources of uncertainty EXCEPT

64) The norms of obligation

88) The bait-and-switch technique takes advantage of people’s desire to

90) The labeling technique

97) Research on gender and conformity has demonstrated that

102) One of the goals of social influence is to conserve mental effort.

103) Less educated individuals are less obedient to authority figures.

106) The norm of reciprocity is found only in Western cultures.

108) The foot-in-the-door tactic is based on the reciprocation principle.

Short Answer Questions

111) Define conformity and provide an example.

112) Describe the method of participant observation, and provide an example.

121) Define conformity, compliance, and obedience. Give an example of each.

British spokesmen eagerly promoted this idea. They were more

The British set up forts, garrisoned by regulars and loyalists, in

But some South Carolinians refused to submit to royal authority.

Short, disciplined to the life of a soldier, yet plain and

Elsewhere in South Carolina, other men coalesced around another

George Washington understood the problem. In an earlier campaign

Among Greene’s few encouraging discoveries in the army’s camp at

Charles Lee, an English general retired on half-pay at the

Tarleton again distinguished himself when the British army retreated

Banastre Tarleton, Gentleman

After Charleston surrendered, there was only one unit of regular

One hundred and thirteen Americans were killed and 203 28

After helping to smash the American army at Camden with another

But Sumter immediately began gathering a new force and Francis

This portrait of Tarleton and the illustration beneath of a

“Sumter is defeated,” Tarleton reported to Cornwallis, “his corps

While Cornwallis remained at Winnsborough, Tarleton returned from

Tarleton’s response to this challenge was almost inevitable. He asked

The young cavalry commander outlined the operation in a letter to

Cornwallis approved the plan, including the reinforcements. As soon

After Charleston surrendered, Pickens’ military superior in the Ninety

“I think there is more than a possibility of getting a certain person in

It was a tribute to Pickens’ influence as a leader. He was also a man

Then Cornwallis’s aide, Haldane, appeared at Ninety Six and

Andrew Pickens, a lean and austere frontiersman of

In desperation, the rebels came to him. Elijah Clarke led a band of