Factors affecting conformity Flashcards
normative influence, informational influence, individual factors, situational factors, cultural factors, Mori & Arai study
Deutsch and Gerard 1955
Normative Influence
The influence that others have, to lead an individual to conform and onserve social norms
- based on the need that an individual has for social acceptance and approval
Deutsch and Gerard 1955
Informative Influence
The influence to change which comes from information gained from other people whose views are considered both valid and reliable
- based on an individual’s need for certainty
Informative influence
Evidence
Jenness (1932) investigated informational influence by asking participants to estimate how many beans they thought were in a jar. They were then asked to reveal their answers in a group discussion. After the group discussion had concluded, they were offered the ability to change their answer.
Individual factors
Gender
In public situations, men are somewhat more likely to hold their ground, act independently and refuse to conform, whereas women are more likely to conform to the opinions of others in order to prevent social disagreements.
Eagly and Carly 1981
Individual factors
Self-esteem
Your childhood, society, the media and the people in your life can all have an affect on how you feel about yourself.
Studies have shown that people who have an unhealthy self-esteem are more likely to experience stress, anxiety and depression
Self-esteem
Asch (1951) noted that …
low self-esteem may lead to higher rates of conformity.
- reflect on low self confidence or a strong need for approval from others
Individual Factors
Age
Teenagers are the most likely age group to conform. Teenagers are affected by a strong feeling of normative influence, in that they want to be liked and accepted by their peer groups.
Situational Factors
Group size
Asch (1956) found that group size influenced whether subjects conformed. The bigger the majority group, the more people conformed but only up to a certain point.
3 or more = more likely to conform to
Situational Factors
Unanimity
Refers to the extent that members of a majority agree with one another and was identified by Asch as a variable that affects conformity.
Situational factors
Task Difficulty
Greater conformity rates are seen when the task difficulty increases as the right answer becomes less obvious.
- this means that individuals will look to others more for guidance as to what the correct response is.
Cultural factors
Collectivism
- fosters interdependence and group success
- promotes adherence to norms, respect for authority/elders, group consensus
- associated with stable, hierarchial roles
- associated with shared property and group ownership
Cultural factors
Individualism
- fosters independence and individual achievement
- promotes self-expression, individual thinking and personal choice
- associated with agalitarian relationships and flexibility in roles
- associated with private property and individual ownership
Individualism
Smith and Bond (1993)
Carried out a meta-analysis of 133 studies on conformity in 17 countries.
- it was found that the average figure was 30%.
Mori & Arai Study (2010)
What did Mori & Arai use in their experiment?
Asch’s finding was hugely confounded by the fact that some confederates will be more convincing than others. To solve these problems Mori and Arai adapted the MORI technique used previously in eye-witness research. By donning filter glasses, participants can view the same display and yet see different things.
Mori & Arai Study (2010)
Method
Mori and Arai replicated Asch’s line comparison task with 104 participants tested in groups of four at a time. In each group, three participants wore identical glasses, with one participant wearing a different set, thereby causing them to observe that a different comparison line matched the target line. As in Asch’s studies, the participants stated their answers publicly, with the minority participant always going third.
