Page 59 - The Social Animal

Conformity 41

longer forthcoming. This is called a secondary gain. For example, in
behavior modification therapy, an attempt is made to eliminate un-
wanted or maladaptive behavior by systematically punishing that be-
havior, by rewarding alternative behaviors, or both. For example,
various attempts have been made to use this technique as a way of
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helping people kick the cigarette habit. Individuals might be given
a series of painful electric shocks while performing the usual rituals
of smoking—that is, while lighting a cigarette, bringing it up to their
lips, inhaling, and so on. After several trials, the individual will re-
fuse to smoke. Unfortunately, it is fairly easy for people to notice a
difference between the experimental situation and the world outside:
They realize they will not be shocked when smoking outside of the
experimental situation. Consequently, a person may later experience
a little residual anxiety when lighting a cigarette, but because electric
shocks are clearly not forthcoming, the anxiety eventually fades.
Thus, many people who temporarily cease smoking after this form
of behavior modification will eventually smoke again after electric
shock is no longer a threat. How about those who stay off cigarettes
after behavior modification? Here is the point: Once we have been
induced to comply, and therefore do not smoke for several days, it is
possible for us to make a discovery. Over the years, we may have
come to believe it was inevitable that we awaken every morning with
a hacking cough and a hot, dry mouth, but after refraining from
smoking for a few weeks, we may discover how delightful it feels to
have a clear throat, fresh breath, and an unparched mouth. This dis-
covery may be enough to keep us from smoking again. Thus, al-
though compliance, in and of itself, usually does not produce
long-lasting behavior, it may set the stage for events that will lead to
more permanent effects.

Obedience as a Form of Compliance

I indicated that acts of compliance are almost always ephemeral.This
does not mean they are trivial. Impermanent behavior can be ex-
tremely important. This fact has been demonstrated dramatically by
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Stanley Milgram in a series of studies of obedience. Picture the
scene in his initial experiment: Forty men volunteer for an experi-
ment advertised as a study of learning and memory. But this is just