Explanations For Conformity (social influence) Flashcards
Who identified two explanations for conformity?
Deutch and Gerrard (1954)
What are the two explanations for conformity?
Normative social influence (NSI) & Informational social influence (ISI)
What is normative social influence?
Going along with the group because of a need to feel solidarity and avoid alienation.
When does normative social influence occur?
When we feel that we are a key member of the group.
Whose research supports this explanation? (NSI)
Asch (1951) & Deutch and Gerrard (1954)
Why is this explanation supported by Asch’s research?
In the study, participants were given a task with a very obvious answer. 74% conformed to the group. When asked why, vast majority admitted they didn’t want to stand out and found it easier to give an answer they knew was wrong. This suggests their reason for conforming was to fit in, which is an example of normative social influence.
Why is this explanation supported by Deutch and Gerrard’s research?
They carried out a variation of Asch’s study, but emphasised that they were a team and working as a group. They also said that there would be a reward for the five best groups. All of this was done to make the participant feel a sense of inclusion in their group. Participants in this condition made twice as many errors. When questioned, seven out of 15 mentioned an obligation to the other group members. This supports the idea that normative social influence can cause people to give incorrect information and supports the idea that nsi is most likely to occur when a person feels part of a group.
What is informational social influence?
Conforming because we think that the others are giving the right answer.
When does informational social influence occur?
When we feel that the others group members must be correct.
Who’s research supports this explanation? (ISI)
Baumeister et al (2012) & Lucas et al (2006)
Why does Baumeister et al’s research support ISI?
College students drove in the presence of another student (confederate). This confederate either told them to drive faster or to slow down. The students were influenced by the confederates as they did what they were told. The effect lasted even when they were later driving alone. This supports informational social influence as results suggest that the students felt that the confederate knew better than them, so much so that they were influenced by them even when they were no longer present.
Why does Lucas et al’s research support isi?
They carried out a study where groups were given either easy or difficult maths problems. There was greater conformity to incorrect answers when these problems were difficult. This suggests that the participants were conforming as they believed the others to be more knowledgeable than them, in line with informational social influence.
