Explanations for Conformity

Question 1

Describe Informational Social Influence (ISI)

Answer 1

‘The desire to be right’

• Informational influence occurs when an individual accepts information from others as evidence about reality.
• It enables individuals to feel confident that their perceptions and beliefs are correct by being reliant on the opinions of others.
• ISI is more likely if the situation is ambiguous or where others are experts

Question 2

Describe Normative Social Influence (NSI)

Answer 2

‘The desire to be liked’

• As humans are a social species, they have a fundamental need for social companionship and a fear of censure and rejection.
• Normative social influence explains that we follow the group to gain approval and acceptance and to avoid censure and disapproval or to achieve specific goals.
• For example, when Asch (1956) had one confederate in a group of genuine participants give the wrong answer, the group laughed out loud. When the confederate continued to give wrong answers, he/she was rejected by the group. Many people aim to avoid such embarrassment.

-Normative social influence affects public opinions but is not likely to change private opinions.

Question 3

A03 NSI - Asch’s Study

Answer 3

Asch’s study provides research support for the influence of NSI. After the study, participants were interviewed to identify why they conformed. Most participants claimed that they recognised the correct answer but conformed to avoid social embarrassment or standing out. Therefore, this supports the theory that people conform due to social pressure to fit in.

Question 4

A03 ISI - Research Support

Answer 4

• Jenness asked participants individually to estimate how many beans a jar contained.
• He then put the participants in groups of 3 and asked them to provide a group estimate through discussion.
  -Participants were then asked to estimate the number on their own again, and almost all participants changed their guesses to be closer to the group estimate.
• This suggests that, in an ambiguous situation, informational social influence leads Ps to change their minds as they believe the group is more likely to be right