A Research Proposal - Social Influence in Virtual Spaces: Social Proof Versus Authority Power

The proposed research aims to explore the influences of authority power and social proof while considering personality characteristics in a post-pandemic virtual environment. This study will be conducted online as a conceptual replication of a recent experimental study (Danay et al., 2016) that was conducted in person and compared social influence strategies drawn from two of psychology’s most classic studies. This replication will include several personality factors. Scripts, language, inflection, and tone will imitate the classic Milgram experiments of the 1960s to display authority power, while a virtual version of the classic Asch line study will mimic social proof (Asch, 1955; Milgram, 1963). Participants will choose between Milgram’s authoritative commands and Asch’s intense social pressure. Prior to entering the live experiment participants will complete the Big 5 Inventory (BFI; McCrae & Costa, 2003), Locus of Control Scale (LCS; Rotter, 1966), and Adult Attachment Questionnaire (Simpson, et al., 1996). The two social forces (authority vs. social pressure) will be compared during the proposed study. The hypotheses posed are as follows: H1) It is expected that a majority of participants will be influenced by social proof rather than authority. H2) Agreeableness and openness will negatively correlate with authority and positively correlate with social proof. H3) External locus of control will positively correlate with authority. H4) Individuals with an avoidant attachment style will adhere to authority while anxiously attached individuals will follow social proof. This research may provide insight into forces that influence an individual’s judgment in a virtual environment.