conformity

main content points

define social influence

• when one’s emotions, opinions, or behavior are affected by others

define conformity

• a change in a person’s behavior or opinion as a result of a real or imagined pressure from another person/ group of people

describe 2 ways in which people conform

• compliance

  • going along with the group- accepts norms + values in public but not in private

  • change is superficial since it only happens because of group pressure

• internalisation

  • genuinely accepting the groups norms- accept the groups norms in public and private

  • change is permanent because attitudes are internalised- norms are now part of how the person thinks

why do people conform? who suggested this?

• Deutsch and Gerard (1995)

  • to be liked (normative social influence)

  • to be right (informational social influence)

describe and explain NSI

• people conform to be liked/ be part of a group

• driven by a person’s need to be accepted/gain approval from a group through a fear of rejection

• associated with compliance

describe and explain ISI

• people conform to be right → look to others who may have more info

• look to others by copying them to find the right answer, especially when uncertain of a situation

• usually leads to internalisation

what is meant by n affiliation?

• ‘need for affiliation’ → people who have a strong need to be liked are n affiliators. these people are more likely to conform