conformity: types and explanations

define 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.

2 types of conformity

Compliance and internalisation

what is compliance?

simply going along with others in public but privately not changing our personal opinion

What is internalisation?

when you genuinely accept the group norms and this results in public and private change.

what level of conformity is internalisation?

highest level of conformity

what level of conformity is compliance?

lowest level of conformity

What are the 2 explanations for conformity?

Informational Social Influence (ISI) and Normative Social Influence (NSI)

What is informational social influence (ISI)?

Agreeing with the majority because we believe they're correct. its all about who has better knowledge than us

why does informational social influence occur?

Because we are uncertain about what behaviours or beliefs are right or wrong so we follow the group.

What is normative social influence (NSI)?

A form of influence whereby and individual conforms with the expectations of the majority in order to gain approval or avoid disapproval.

Why does normative social influence occur?

it occurs mostly when you are with strangers so you feel the need to be accepted by them

evaluation: research support for informational social influence

-Lucas et al (2006) asked students to give answers to mathematical problems that were easy or more difficult. there was greater conformity to incorrect answers when they were difficult rather than when they were easier ones. this was most true for students who rated their mathematical ability as poor.

-the study shows that people conform in situations where they feel they don’t know the answer, which is an example outcome predicted by the ISI explanatioins. we look to other people and assume they know better than us and must be right.

evaluation: informational social influence and normative social influence work together

-the idea of Deutch and Gerrard’s ‘two process’ approach is that behaviour is either due to NSI and ISI, but the truth is that more often both processes are involved. for example, conformity is reduced when there is one other dissentinig participant in the Asch experiment. this dissenter may reduce the power of NSI (because dissenter provides social support) or may reduce the power of ISI (because there is an alternative source of information).

-this shows that it isn’t always possible to be sure whether NSI or ISI is at work. this is the case in lav studies, but us even truer in real like conformity situations outside the lab.

evaluation: individual difference in normative social influence

-some research shows that NSI does not affect everyone’s behaviour in the same way. for example, people who are less concerned with being like are less affected by NSI than those who care more about being liked. such people are described as Affialtors. these people who have a greater need for affiliation- a need for being in a relationship with other. McGhee and Teevan found that students high in need of affiliation were likely to conform more.

-this shows that the desire to be liked underlies conformity for some people more than others, therefore there are individual differences in the way people respond.