Social Influence

What is Social Influence?

It is the study of ==how the presence of others influences the behaviour of the individual==, in relation to what causes them to agree or disagree.

What is Majority Influence or Conformity?

It is how the ==behaviour/beliefs of the majority group== influences the behaviour/beliefs of the ==individual==. This is with no direct instruction to the individual to do so.

Types of Conformity
  • Compliance: the shallowest form of conformity; resulting from a need to fit in. It involves a ==temporary change== in the individual’s behaviour, but ==no change in their attitudes and beliefs==. This change is not permanent and is only in the presence of the influencing majority group
  • Identification: it occurs in specific situations where an individual feels they are a part of a group and ==adopts the behaviour/beliefs of that group==. This change is ==temporary==, and changes when the individual is no longer in that group situation
  • Internalisation: the deepest form of conformity; it is driven by the need for knowledge and certainty, and occurs when an individual feels unsure of their knowledge of a situation and looks to others for the right answer/correct way to behave. It involves a ==permanent change in both behaviour and beliefs==
Explanations of Conformity
  • Information Social Influence: where an individual has psychological discomfort from a ==lack of knowledge about a situation==, so will change their behaviour and beliefs in order to ==relieve that discomfort==. It results in Internalisation
  • Normative Social Influence: driven by the ==need to be accepted by a group== and comply with their norms. Behaviour undergoes a ==temporary chang==e, but beliefs are unchanged. It results in Compliance
  • Conformity to Social Roles: where an individual, who is a member of a group, will adopt the behaviour and beliefs of that group as they i==dentify with the other group member==s. This is only in the presence of the group, and behaviour/beliefs are only ==temporarily changed==. It results in Identification