Ijtimoiy dalil

Ijtimoiy dalil (inglizcha: Social proof ) yoki axborot ijtimoiy ta'siri (inglizcha: informational social influence ) - bu ba'zi odamlar qiyin vaziyatlarda o'zini tutishning afzal usulini aniqlay olmaganida yuzaga keladigan psixologik hodisa. Boshqalar vaziyat bilan ko'proq tanish, deb hisoblasa, bunday odamlar o'zlarining xatti-harakatlarini afzal ko'rishadi. Bu hodisa ko'pincha boshqalarning xatti-harakatlarini ataylab manipulyatsiya qilish uchun ishlatiladi.

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Ijtimoiy isbotni qo'llash

Notanish odamning ijtimoiy mavqeini aniq aniqlash uchun ko'p harakat talab etiladi. Cheklangan vaqt va istakni hisobga olgan holda, odamlar ko'pincha boshqalarning ularga qanday munosabatda bo'lishiga qarab hukm qiladilar. Misol uchun, agar baholanayotgan erkak jozibali ayollar safida bo'lsa yoki ular bilan bog'langan bo'lsa, unda uning ahamiyati va jozibadorligi yuqori baholanadi. Bu holatda ongsiz hukm shunday bo'ladi: "Bu qizlarning hammasi unga yoqadi, unda qimmatli narsa bo'lishi kerak". Agar u ko'plab ayollar tomonidan rad etilgan bo'lsa, unda uning bahosi salbiy bo'ladi. Ongsiz hukm shunday bo'ladi: “Hozirgina rad etildi. Shubhasiz, buning uchun yaxshi sabab bor edi."

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Xuddi shunday, uzoq vaqt ishlamagan odam uchun ham, u yuqori professional va malakali bo'lsa ham, ish topish qiyin bo'ladi. Potentsial ish beruvchilar ish bilan bog'liq muammolarning sababi sifatida vaziyatni emas, balki ish izlovchini ko'radilar. Ariza beruvchining muvaffaqiyatsizligini tushuntirish uchun yollovchilar uning kamchiliklarini izlaydilar va uning xizmatlarini kamsitadilar. Aksincha, nominal jihatdan yuqori talabga ega bo'lgan shaxs (masalan, bosh direktor) jozibador ish takliflarini olishi va natijada, agar u o'z vazifalarini eng yaxshi tarzda bajarmasa ham, katta maosh olishi mumkin. Odamlar muvaffaqiyatli bo'lib ko'rinsa, potentsial ish beruvchilar va boshqa baholovchilar insonning muvaffaqiyatini tushuntiruvchi kuchli va ijobiy xususiyatlarni izlaydilar va kamchiliklarni e'tiborsiz qoldiradilar yoki kamaytiradilar.

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Ijtimoiy isbot effektidan foydalanadigan odamlar galo effektidan ham foydalanishlari mumkin. Natijada, insonning xususiyatlari o'zidan yaxshiroq ko'rinadi. Bundan tashqari, insonning xususiyatlari ijobiy tomondan ko'rib chiqiladi. Misol uchun, odam salbiy ijtimoiy dalillarda takabbur, ijobiy ijtimoiy dalillarda esa dadil ko'rinishi mumkin.

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Shu sabablarga ko'ra, ijtimoiy dalil nuqtai nazarni o'rnatish uchun muhimdir. Ijtimoiy isbot, albatta, mahsulotlarga ham qo'llanilishi mumkin va marketing va sotishda keng qo'llaniladi. Ijtimoiy isbot buzilgan holatlar kognitiv dissonansga olib kelishi va odamni nazoratdan chiqib ketishiga olib kelishi mumkin.

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Ijtimoiy isbot tushunchasi va asosiy atribut xatosidan osongina foydalanish mumkin. Misol uchun, ko'ndirish (yoki to'lash) orqali jozibali ayolni omma oldida erkakka qiziqish ko'rsatishga ishontirish. Boshqalar, ayolning xulq-atvorini ob'ektiv sabablarga ko'ra (tashqi foyda) unga qiziqqan deb o'ylamasdan, erkakning fazilatlari bilan izohlashadi.

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Ba'zi tungi klub va bar egalari o'z muassasalariga tirbandlik qilish uchun ijtimoiy dalillardan samarali foydalanmoqda. Bunga odatda odamlarning kirish tezligini ataylab sekinlashtirish orqali erishiladi. Shunday qilib, navbat sun'iy ravishda uzaytiriladi. Xabardor bo'lmagan mijozlar muassasaning mashhurligi belgisi sifatida navbatda turishi mumkin. Ular «Agar hamma kutayotgan bo'lsa, bu yaxshi klub bo'lsa kerak», deb o'ylab navbat kutishadi, aslida esa bu joy o'rtacha va umuman to'liq bo'lmasligi mumkin.

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Teatrlar ba'zan oldindan belgilangan daqiqalarda qarsak chaladigan klakerlardan foydalanadilar. Odatda bu odamlar birinchi bo'lib qarsak chaladi, shundan keyin butun zal ularni qo'llab-quvvatlaydi. Bunday olqishlarni bexabar tomoshabinlar yaxshi chiqish belgisi sifatida qabul qilishlari mumkin.

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Teleko'rsatuv yoki sitkomda oldindan yozib olingan kulgi tovushlari odatda bezovta bo'lishiga qaramay, telestudiyalar asosiy "kulgili" daqiqalarda kulgi tovushlarini o'ynatish orqali shouning "quvnoqligini" oshirishi mumkinligini aniqladilar. Ularning aniqlashicha, tomoshabinlar bu kulgidan g'azablansa ham, ular u bilan bo'lgan shoularni yanada kulgiliroq deb bilishadi.

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Ijtimoiy isbot o'zgarishlari

• Atrofdagi guruh bilan identifikatsiya qilish
• Maxsus bilimlarga ega bo'lish
• Hokimiyatni tan olish

Sm. shuningdek

• Tarmoq marketingi
• og'zaki so'z
• Argumentum ad populum
• Guruhni mustahkamlash

Eslatmalar

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• Bond, Rod; Peter B. Smith (1996), „Culture and Conformity: A Meta-analysis of Studies Using Asch's (1952, 1956) Line Judgment Task“, Psychological Bulletin, 119: 111–37, doi:10.1037/0033-2909.119.1.111
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• Kelman, H. C. (1 March 1958), „Compliance, identification, and internalization three processes of attitude change“, Journal of Conflict Resolution, 2 (1): 51–60, doi:10.1177/002200275800200106
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• Platow, Michael J.; Haslam, S. Alexander; Both, Amanda; Chew, Ivanne; Cuddon, Michelle; Goharpey, Nahal; Maurer, Jacqui; Rosini, Simone; Tsekouras, Anna (1 September 2005), „"It's not funny if they're laughing": Self-categorization, social influence, and responses to canned laughter☆“, Journal of Experimental Social Psychology, 41 (5): 542–550, doi:10.1016/j.jesp.2004.09.005
• Sherif, M (1935), „A study of some social factors in perception“, Archives of Psychology, 27: 187
• Wooten, D; ReedII, A (1 January 1998), „Informational Influence and the Ambiguity of Product Experience: Order Effects on the Weighting of Evidence“, Journal of Consumer Psychology, 7 (1): 79–99, doi:10.1207/s15327663jcp0701_04