Conformity: giving into social pressures - changing perceptions, opinions, and behaviour to be consistent with group norms

Why Do We Conform? : (a) informational social influence - person belives others are correct in their judgements (Sherif Study) (b) normative social influence - to seek approval/avoid disapproval to achieve the goal of affiliation (Asch Study)

4 Early Classic Studies: (a) Sherif - conformity based on autokinetic effect (b) Asch: conformity based on making line judgements (c) Freedman & Fraser - compliance based on the foot in the door effect (d) Milgram - obedience to authority

What factors influence conformity?: group size of 3 - 5

Sherif’s Study: point light in a dark room, appears to be moving, how far did the light move, participant agrees with group

Asch’s Study: group of 7 people asked which line is bigger participant answers last and follows the group

Key Difference Between Studies: Sherif study had no clear objective answer. Asch’s study involved judging more objective stimulus

What Factors Influence Conformity: when the norms are known and accepted, the status of group members is high, one other person gives a dissenting opinion

Compliance: doing what someone asks you to do as a direct request

Foot In The Door: comply with small request first and then get compliance with a larger request (self perception theory change your attitude based on observation of your behaviour)

Lowballing: commit to an action before performing it, have the costs raised (psychology of commitment justify your decisions by thinking of all its positive aspects, becoming more committed to a course of action, and growing more resistant to changing your mind)

Door In The Face: make large request first, followed by a smaller request (Perceptual contrast – 2nd request seems reasonable compared to 1st request ) (reciprocal connsessions match the person’s willingness to back down from the initial request (making a concession), by agreeing to the smaller 2nd request)

Thats Not All Folks: the original price is reduced, or a bonus is offered to sweeten the deal

Obedience: involves acting on commands of an authority, obedience refers to the tendency to go along with the orders of an authority figure, as depicted in Milgram’s (1963) study

Social Impact Theory: The theory that social influence depends on the strength, immediacy, and number of source persons relative to target persons