explanations for conformity Flashcards
normative social influence
Following the crowd, this occurs when an individual conforms because they want to be liked by the other members of the group, and also want to avoid being rejected. Not likely to change private opinion, it only affects public opinion. People may do this because they want to seem attractive to others or want to protect themselves.
research - normative social influence
A researcher investigated youth subcultures and the use of drugs and alcohol.
He used a questionnaire.
6000 participants aged 16-20 in Denmark.
Those who identified themselves as skater, hip-hop, techno, hippie were most likely to use drugs.
Those who identified themselves as nerdy, sporty, religious were less likely to do so.
The more strongly people identified as part of their group, the more they conformed to their group norms.
informational social influence
Accepting the majority’s point of view. Occurs when an individual conforms because of the perceived superior knowledge or judgement of others. Tends to lead to a change in private opinion.
research - informational social influence
A researcher devised a study where participants had to identify which musical notes were the same.
However there was a confederate in the room at the same time.
The confederate was introduced as a musical expert.
This led to conformity increasing as participants believed the other person had superior knowledge and so went along with their view.
Lab experiment.
evaluation
These explanations are sometimes criticised for implying that the 2 types of social influence are separate and independent. In reality, these 2 forms of social influence often work together to affect levels of conformity. For example, if a teacher tells you something, you may change your opinion because you are persuaded by their argument and because everyone else in the class also agrees.
evaluation - research
A researcher changed the behaviour of hotel guests by using printed messages encouraging them to save energy. The messages suggested that other guests were using fewer bath towels. People conformed and used fewer bath towels as this behaviour would be approved by others. This is an example of normative social influence.
