Conformity - Types and explanations

Question 1

What is conformity?

Answer 1

• A change in a person’s behaviour or opinions due to perceived or actual pressure from a person or group of people.

Question 2

What are the three types of conformity?

Answer 2

1. Internalisation - When we take on the majority view because we accept it as correct. It leads to a permanent change in behaviour, even when the group is absent.
2. Identification - When we act in the same way as the group because we value it and want to be part of it. But we don’t necessarily agree with everything the majority believes.
3. Compliance - A superficial and temporary change in behaviour where we agree publically but not privately with the majority view. This change in behaviour stops as soon as group pressure is removed.

Question 3

What are the explanations for conformity?

Answer 3

Deutsch and Gerard (1955)

1. ISI (informative social influence) - We agree with the opinion of the majority because we believe it is correct. We accept it because we want to be correct as well. (leads to internalisation and is a cognitive process)
2. NSI (Normative social influence) - We agree with the opinion of the majority because we want to be accepted, gain social approval and be liked. (leads to compliance and is an emotional process)

Question 4

(AO3) What is the strength of the explanations?

Answer 4

Research support for ISI:

• Lucas et al (2006) - asked students to give answers to mathematical problems of increasing difficulty. There was greater conformity to incorrect answers when they were difficult compared to when they were easier. This was most true for students who rated their mathematical ability as poor.
• This shows that people conform in situations where they feel they don’t know the answer, which is predicted by the ISI explanation.
• We look to other people and assume they know better than us and must be right.

Question 5

(AO3) What is a weakness of the explanations?
(1)

Answer 5

Individual differences in NSI:

• Some research shows that NSI does not affect everyone’s behaviour in the same way. Some people who are less concerned with being liked are less affected by NSI than those who care more about being liked.
• nAffiliators are those who have a need to be associated with others. (a greater need for affiliation/ be in a relationship with others)
• McGhee and Teevan (1967) - found that students in high need of affiliation were more likely to conform. 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.

Question 6

(AO3) What is a weakness of the explanations?
(2)

Answer 6

ISI and NSI work together:

• Deutsch and Gerard’s ‘two process’ approach claims that behaviour is either due to ISI or NSI, but sometimes both processes are involved.
• In Asch’s line study, the presence of a dissenting participant decreased conformity. This dissenter may reduce the power of NSI (provides social support) or reduce the power of ISI (there is an alternative source of information).
• This shows that it isn’t always possible to be sure whether NSI or ISI are at work. This is evident in lab studies and real-life conformity situations outside the lab. This casts doubt over the view of NSI and ISI as two processes operating independently in conforming behaviour