demonstartion of ISI and Internalisation

What researcher demonstrates ISI and internalisation?

Sherif

What was Sherifs procedure?

• lab experiment using repeated measured

• Used the autokinetic effect (illusion that in a dark room a stationary light is moving)

• Participants asked to judge individually the distance the light moved - then put into groups to discuss - then back to individual

What were Sherifs findings?

• In condition 1, estimated were stable yet had considerable variation (2-12inch and 5-30cm)

• In condition 2, their judgements moved towards a group norm

• In condition 3, individuals maintained group norm

What were Sherifs conclusions?

• Shows that in an ambiguous situation, participants looked to others to help them

• Can be explained as informational social influence (ISI)

• The findings suggest that when being questioned in condition 3, they had internalised the group norm

Evaluation point 1

P - The research has high internal validity due to the highly controlled conditions

E - Sherif was able to isolate the variable of ISI (groups of 3) and measure its effect on the responses of participants. He was also able to demonstrate internalisation, which does not lend itself well to experimental manipulation.

E - This allows us to draw firm conclusions about the role of ISI on a persons behaviour and its potential to influence behaviour in the long-term as well as short-term which may be useful to those who benefit from majority influence

L - e.g. employers may find working in groups is more effective to generate solutions

Evaluation point 2

P - Other research has supported the view that conformity is likely to occur in an ambiguous situation

E - Jenness - asked participants to estimate the number of jellybeans in a jar, he found that the group condition answers moved towards a group norm, like Sherif, and found that in condition 3 participants remained at a group norm

E - the reliability of the research adds weight to the conclusions made by Sherif, increasing its scientific validity

L - Still have to bear in mind that these findings apply to lab studies, we may not see the same effect in real-life settings

Evaluation point 3

P - one of the reasons why the results may not generate a real-life situation is the lack of mundane realism in the task

E - Judging how far a spot of light moves in a dark room is unlikely to feel like an important task so they are likely to care less about the answer than if they were asked to conform in real-life situations, where coming up with the right answer may be more important

L - This means that we may find lab experiments exaggerate the amount of conformity, as they are only using trivial tasks, rather than issues people care about, where they may be less prepared to change their view