explanations of conformity

Question 1

what is the key research for explanation of conformity

Answer 1

-Deustch and Gerad two process model

Question 2

what does the two process model state

Answer 2

conformity occurs due to:
-informative social influence
-normative social influence

Question 3

what is informative social influence

Answer 3

-its a cognitive process, conforming because you want to be right
-most likely to happen in new situations where people are unsure of the answer and in crisis where quick decisions have to be made
-leads to internalisation (will conform because they genuinely believe the majority to be right)

Question 4

what is normative social influence

Answer 4

-its an emotional process and occurs bc you want to be liked
-most likely to occur when concerned about rejection, desire of approval or in stressful situation when need of social support
-following the crowd in order to fit in with the norms

Question 5

evidence for normative social influence

Answer 5

-Schultz et al (2008)
-printed messages encouraging people to reuse towels by suggesting other guests were using fewer towels rather than environmental concern
-findings: those who saw fellow guests had reused towels were 26% more likely than basic environmental message
-guests go along with the norm as they believe it will be approved by others

Question 6

strength of Dutsch and Gerrad’s two process theory

Answer 6

-lucas et al asked students to give maths answers, greater conformity to incorrect answers when they were more difficult than easier
-strength as it supports ISI
-demonstrates how people conform in situations where they dont know the answer

Question 7

weakness of Dutsch and Gerrad’s two process theory (NSI)

Answer 7

-NSI doesn’t predict conformity in every case, doesn’t consider individual differences
-found that people who care about being liked (nAffiliators) are more likely to conform than those who are less concerned
-McGhee and Teevan- students who were nAffiliators were more likely to conform

Question 8

weakness of Dutsch and Gerrad’s two process theory (simplicity)

Answer 8

-states behaviour is either due to ISI or NSI - but its likely both processes are involved
-over simplified (reductionist) explanation, reducing a complex behaviour down to one cause
-more appropriate approach may come from humanistic perspective of holism (accounts for all influences)