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What is conformity
A change in a person’s behaviour or opinions due to real or imagined pressure from a person or group
What is compliance in conformity
A superficial level of conformity where a person changes their views or actions to fit in with a group but does not change their private beliefs
What is internalisation in conformity
The deepest level of conformity where a person genuinely accepts group norms and changes their private and public attitudes permanently
What is identification in conformity
When a person conforms because they value and want to be part of a group, adopting its norms publicly while possibly maintaining different private beliefs
What motivates compliance and internalisation
Compliance: Motivated by the desire to fit in with a group
Internalisation: Motivated by the desire to find the most credible way to respond to a situation
What is informational soical influence (ISI)
A cognitive process where individuals conform because they accept others’ information as evidence of reality, often in ambiguous or new situations. Leads to internalisation
What is normative soical influence (NSI)
An emotional process where individuals conform to fit in, gain approval and avoid rejection. Leads to compliance
Why it is difficult to distinguish between compliance and internalisation
It is hard to measure public agreement vs private acceptance, as someone may initially comply but later accept the position as their own
What research supports normative social influence
Linkenbach & Perkins: Adolescents exposed to the message that most peers do not smoke were less likely to take up smoking
Shultz et al. (2008): Hotel guests who saw a message stating ‘75% of guests reuse towels’ reduced their own towel usage by 25%
Note 
Flashcard (59)