Explanations for conformity Flashcards
Who put forward the model of NSI and ISI?
Deutsch and Gerard in 1955
What is informational social influence?
We conform because we need to be right, so we look to others for the right answer. We are influenced if the majority are people we admire and respect. It leads to internalisation.
What is normative social influence?
We conform because we need to be accepted by others by others and to be part of the group. It is driven by emotional factors so it leads to compliance or identification.
What evidence is there for normative social influence?
Some ppts said they conformed in Asch’s study because they were self-conscious giving the correct answer and were afraid of disapproval. When ppts wrote their answer down, conformity fell to 12.5% because there was no normative group pressure.
What evidence is there for informational social influence?
Some ppts said they conformed because they didn’t think they had the right answer because they didn’t trust their eyes, so they looked to the experts for the correct answer.
What research is there to support ISI?
Asch found that there was a 37% conformity rate to the wrong answer when asking 123 ppts a simple visual perception task.
What is an issue with the research into explanations of conformity?
Research cannot be generalised into real life settings as it is artificial, eg. strangers judging lines.
What is a theoretical problem with the explanations of conformity?
It fails to take into account individual experiences - some people may be less confident in their beliefs or need to be liked more so people may not react in the same way to social influences like conformity
What is a practical application with ISI?
Schultz conducted a study placing messages in hotel bathrooms asking customers whether they needed clean towels everyday.
Awareness of conformity helps companies and organisations alter behaviour
What is the research for NSI?
Asch found that 37% conformed due to fear of rejection from the group. Ppts said they conformed because they wanted to be accepted by the majority.
