Conformity Flashcards
Definition of Conformity
A change in a person’s behavior/opinions due to real or imagined pressure from a person/group of people
Internalisation
Taking the majority view because we accept it as correct. Leads to a permanent change in behavior, even when the group is absent
Identification
We act in the same way as the group because we want to be part of it but we don’t necessarily agree with all of it
Compliance
We outwardly go along with the majority group but privately disagree with it
Who came up with the two process theory for conformity?
Deutsch and Gerard (1955)
Informational Social Influence (ISI)
When an individual conforms to the majority view because they believe it is right
Normative Social Influence (NSI)
When an individual conforms to the majority view because they want to be accepted and gain social approval
3 social proofs of conformity
Online product reviews
Marketing and Media
The 5p bag charge
Who did the smoking experiment and what did they find?
Linkenbach and Perkins (2003)
Found that adolescents that were told that their peers didn’t smoke were less likely to smoke
Supports NSI
Who did the hotel towel experiment and what did they find?
Schultz (2008)
Hotel guests were 25% more likely to reuse towels when there was a sign telling them to do so
Supports NSI
Who did the election experiment and what did they find?
Fein (2007)
Participants changed their opinions based on confederates reactions to US candidates
Supports ISI
Who did the maths experiment and what did they find?
Lucas et al (2006)
Found greater levels of conformity to incorrect answers on harder questions, particularly with participants with low maths skills
Supports ISI
