Influence and social comparison as motives for affiliation

Abstract

Review of previous experimental work indicates affiliation may occur for reasons in addition to the need for social comparison. A theory of influence was generated to account for experimental findings. An experiment was conducted with 80 men and women to test both social comparison and influence theory predictions. Two levels of individual corectness, group correctness, and opinion discrepancy were experimentally manipulated with a factorial design. Opinion discrepancy and group correctness were predicted to have opposite effects on the affiliative desire depending on whether the individual was uncertain (social comparison theory) or certain (influence theory) of the correctness of his opinion. Both social comparison and influence theory predictions were confirmed. High desire for affiliation occured where the individual was (a) uncertain of the correctness of his opinion and others' opinions were believed to be close and valid; or (b) certain of the correctness of his opinion and others' opinions were far away and believed to be invalid. Where affiliative desire was high subjects ranked “exploring the basis of their prediction” as the most important motive for affiliation. Birth order analysis suggested later borns have utilitarian view of groups for influence or comparison purposes.