Types of Conformity

Herbert Kelman's Three Ways of Conformity

• Internalisation

  • Genuine acceptance of group norms

  • Results in private and public change of opinions/behavior

  • Permanent change due to internalization

• Identification

  • Conforming due to valuing group identity

  • Public change for acceptance, not necessarily private agreement

• Compliance

  • Superficial conformity in public, no private change

  • Behavior stops when group pressure stops

Explanations for Conformity

• Morton Deutsch and Harold Gerard's Two-Process Theory

  • Need to be Right (ISI)

    • Informational social influence (ISI)

    • Uncertainty leads to following majority for correctness

    • Cognitive process, leads to internalization

  • Need to be Liked (NSI)

    • Normative social influence (NSI)

    • Conforming to norms for social approval

    • Emotional process, leads to compliance

Informational Social Influence (ISI)

• Definition

  • Following group for better information

• Characteristics

  • Uncertainty, ambiguity, crisis situations

• Outcome

  • Permanent change in opinion/behavior

Normative Social Influence (NSI)

• Definition

  • Conforming to norms for social approval

• Characteristics

  • Concern about rejection, social approval

• Outcome

  • Temporary change in opinions/behavior

Evaluation Research Support for NSI

• Strengths of NSI as an explanation of conformity

  • Evidence from Asch (1951) study

    • Participants conformed due to fear of disapproval

    • Conformity decreased to 12.5% when answers were private

  • Shows conformity due to desire not to be rejected by the group (NSI)

• Research support for ISI

  • Study by Todd Lucas et al. (2006)

    • Participants conformed more with incorrect answers in difficult tasks

    • Participants relied on given answers in ambiguous situations

  • Validates ISI as an explanation for conformity

• Challenges in distinguishing NSI and ISI

  • Asch (1955) study

    • Conformity reduced with one dissenting participant

    • Unclear whether dissenters reduce NSI or ISI influence

  • Both processes likely operate together in real-world situations

• Individual differences in NSI

  • Limitation: NSI does not predict conformity in all cases

  • People that are concerned with being liked by others are called nAffiliators

  • nAffiliators have a strong need for affiliation

    • McGhee and Teevan (1967) found nAffiliators more likely to conform

  • Shows NSI influences conformity differently based on individual differences

Is the NSI/ISI Distinction Useful?

• Introduction

  • Questioning the utility of the NSI/ISI distinction in understanding conformity.

• Counterpoint

  • Lucas et al.'s study suggests the distinction may not be useful as it is challenging to determine which type of influence is at play.

• Supporting Asch's Research

  • Asch's study demonstrates the relevance of both NSI and ISI in conformity.

  • Group unanimity as a source of disapproval leading to conformity (NSI).

  • Perception of others being 'in the know' influencing conformity (ISI).

• Evaluation

  • Considering the application of the NSI/ISI distinction in light of Asch's findings.

  • Reflecting on the interplay of NSI and ISI in real-world conformity scenarios.

• Conclusion

  • Revisiting the initial question of whether the NSI/ISI distinction is useful based on the insights from Asch's research.