Social Influence

Conformity definition

A change in a persons behaviour or opinions as a result of real or imagined pressure from a person or group of people

Compliance definition- type of conformity

A superficial and temporary type of conformity where we outwardly go along with the majority view, buy privately disagree with it- the change in our behaviour only lasts as long as the group is monitoring us e.g. pretending to like sports despite never watching it

Internalisation definition- type of conformity

A deep type of conformity where we take on the majority view because we accept it as correct- it leads to a far-reaching and permanent change in behaviour, even when the group is absent e.g. becoming vegetarian for ethical reasons

Normative social influence- explanation for conformity

The desire to be liked- when we conform to fit in with the group because we don’t want to appear foolish or be left out. To gain social approval and acceptance- this leads to compliance e.g. if you didn’t know what to wear for a party you would phone a friend to find out what they’re wearing and wear something similar 

Informational social influence- explanation for conformity

• The desire to be right- we agree with the opinion of the majority because we believe it is correct.

• We accept it because we want to be correct as well- this leads to internalisation

• E.g. in situations which are unclear: young people looking to older students to learn acceptable behaviour (norms) in new school

• Situations where others have more knowledge or expertise e.g. a crisis situation where a decision needs to be made quickly