types of conformity

conformity

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

Kelman (1958) - types of conformity

1. internalisation

2. identification

3. compliance

internalisation

a deep type of conformity where one takes on the majority view because they accept it as correct. it leads to a far-reaching and permanent change in behaviour, even when the group is absent.

identification

a moderate type of conformity where one acts same way as group cuz they value it and want to be part of it. but, they don’t necessarily agree with everything the majority believes.

compliance

- superficial and temporary
- outwardly goes along with the majority view, but privately disagrees with it
- change in behaviour only when in presence of the group

Deutsch and Gerard (1955) - explanations for conformity

developed a two-process theory, arguing two main reasons people conform based on two central human needs: the need to be right (ISI), and the need to be liked (NSI)

informational social influence (ISI)

- an explanation of conformity that claims that one agrees with the opinion of the majority cuz they believe it to be correct
- they accept it because they want to be correct as well
- may lead to internalisation
- e.g. don’t know answer in class so agree with majority cuz likely to be correct
- ISI is a cognitive process cuz it’s to do with what you think
- most likely to happen in situations that are new or where there’s ambiguity, so it isn’t clear what is right

strength: research support
- Lucas et al. (2006) asked students to give answers to mathematical problems that were easy or more difficult
- greater conformity to incorrect answers when they were difficult rather than when they were easier ones
- this was most prevalent for students who rated their mathematical ability poor
- the study shows that people conform in situations where they feel they don’t know the answer (less confident in their knowledge)

normative social influence (NSI)

- an explanation of conformity that claims that one agrees with the opinion of the majority because they desire social approval
- may lead to compliance
- NSI is about social norms, i.e. what is typical behaviour for a social group
- an emotional process

strength: research support
- Asch (1951) - when given an unambiguous line length test pps would choose the incorrect answer when the incorrect answer was selected by confederates
- when interviewed afterwards pps said they conformed to avoid rejection by others
- this shows that people will show compliant behaviour in order to fit in and be approved by the majority

COUNTER: lacks mundane realism
- artificial task as it was not like a task performed in day to day life
- it could thus be argued that conformity would act differently in real world situations

AO3: limitation of NSI: individual differences

- NSI doesn’t affect everyone’s behaviour in the same way
- e.g. people who are less concerned about being liked are less affected by NSI than those who are more concerned about being liked
- those who have a need for association with others are described as affiliators
- e.g. McGhee and Teevan (1967) - students in high need of affiliation more likely to conform - shows that the desire to be liked underlines conformity for some people more than others

AO3 - limitation of the two-process model

- Deutsch and Gerrard’s two-process approach - behaviour is either due to NSI or ISI
- but, usually both processes are involved
- e.g. conformity is reduced when there’s one dissenting pp in the Asch experiment
- this dissenter may reduce the power of NSI or ISI (cuz there’s an alternative source of info)
- this shows that it isn’t always possible to be sure whether NSI or ISI is at work
- this is the case in lab studies and real life
- this casts serious doubt over the view of ISI and NSI as two process operating independently in conforming behaviour