social influence

What is social influence?

Social influence refers to the ways in which individuals change their behavior to meet the demands of a social environment.

Distinguish between conformity, obedience, and minority influence.

• Conformity: Changing one's behavior or beliefs due to real or imagined group pressure (e.g., Asch's study).
• Obedience: Complying with direct requests or orders issued by an authority figure (e.g., Milgram's study).
• Minority Influence: A form of social influence where a minority group persuades others to adopt their beliefs, attitudes, or behaviors (e.g., Moscovici's study).

What are the three types of conformity identified by Kelman (1958)?

1. Internalisation: A deep type of conformity where we take on the majority view because we accept it as correct. It leads to a permanent change in behavior, even when the group is absent.
2. Identification: We conform to the opinions and behavior of a group because there is something about that group we value. We want to be part of the group. It may lead to a temporary change in behavior, only when with the group.
3. Compliance: A superficial and temporary type of conformity where we outwardly go along with the majority view, but privately disagree with it. The change in behavior only lasts as long as the group is present.

Explain the two-process theory for conformity proposed by Deutsch and Gerard (1955).

1. Informational Social Influence (ISI): This occurs when an individual accepts information from others as evidence about reality. It is a cognitive process, leading to internalisation, and often occurs in ambiguous situations or where decisions need to be made quickly.
2. Normative Social Influence (NSI): This occurs when an individual conforms to the expectations of the majority in order to gain approval, avoid rejection, or fit in. It is an emotional process, leading to compliance, and is stronger in situations with strangers or friends.