Psychology: Conformity

What is the definition of conformity?

When an individual changes their behaviour or opinions as a result of real or imagined group pressure.

What is cognitive dissonance?

Who created the scale of conformity and what is it?

Kelman in 1958

Compliance, identification, internalisation

In order of shallow → deep level of conformity

What are the types of conformity and their definition?

Compliance - Superficial, temporary change in behaviour (to fit in / be liked) which wouldn’t be shown in private

Internalisation - Longer term change in beliefs and behaviour (to be right) which continues in private.

What are the types of social influence?

Informational - Wanting to be right

Normative - Wanting to fit in / be liked

What was the Aim and procedure for Asch’s study?

Aim - would participants conform to majority and give wrong answers in an unambiguous task

Procedure

• Asch, 1951

• 50 male participants

• 18 trails, 12 critical (wrong answer given)

• 6 - 8 confederates to 1 naive participant

• Unambiguous - clear wrong anwers

• 2 cards: 1 with ‘standard line’ & 1 with ‘3 comparison lines’

• Task - to select which of 3 were same as standard line

What were the findings and conclusions of Asch’s study?

• Participants conformed and gave wrong answer 32% of time

• 74% conformed at least once

• 26% never conformed

Conclusion - Participants conformed to majority despite unambiguity. Follow-up interviews: participants said they conformed to avoid rejection from group (normative social influence)

Evaluate Asch’s study

Ethical Issues - Lacked informed consent, uses deception, couldn’t withdraw, (However debrief & minor ‘harm’)

Unrepresentative sample - White Males, gender and culture bias. Conducted post-war era so conformity levels were high, real fear of anti-american / pro-communism

Ecological validity - Lacks real world setting, controlled environment, lacks mundane realism

Applications

• Waters and Hans (2009)

• Asked 3500+ jurors what their verdict would have been if entirely up to them.

• Over 1/3 said they would have voted against majority in private.

• Shows power of majority to cause conformity despite implications for others.