Lesson 2: Explanations For Conformity

Question 1

Explanations for conformity

Answer 1

Deutsch and Gerrard (1955) developed a theory to explain why people conform. They proposed that there were two reasons why people conformed: normative social influence and informational social influence.

Question 2

Normative social influence

Answer 2

• People have a fundamental need for social approval and acceptance. We therefore avoid any behaviour that will make others reject or ridicule us. This leads us to copy the behaviour of others in order to ‘fit in’.
• Studies have shown that people like those who are similar to them and so conformity can be an effective strategy to ensure we fit in with a group.
• Normative social influence is likely to lead to compliance, where people will agree publically with the group but privately they do not change their personal opinions.

Question 3

Informational social influence

Answer 3

• People have a fundamental need to be right and to have an accurate perception of reality. Individuals may make objective tests against reality but if this is not possible they will rely on the opinions of others to check if they are correct and then use this as evidence about reality informational social influence is more likely to happen if the situation is ambiguous or when others are experts. ISI leads to internalisation, where people publically and privately change their opinions.

Question 4

Strength of normative and informational social influence (Asch)

Answer 4

+ Asch (1951) asked participants to say which of three ‘test lines’ was the same as the ‘standard line’. The participants were in a group with confederates who purposefully gave the same wrong answer, even though the correct answer was obvious. In 33% of the trials the participants conformed to the group and gave the wrong answer. Participants conformed due to normative social influence. After the experiment they claimed that they knew the correct answer but were worried that the group would ridicule them if they answered differently to everyone else.

Question 5

Strength of Normative and Informational Social Influence (Jenness)

Answer 5

+ Jenness (1932) asked participants to estimate how many beans they thought were in a jar. Each participant had to make an individual estimate first, and then do the same as a group. He found that when the task was carried out in a group, the participants would report estimates of roughly the same value. This is likely to be an example of informational social influence as participants would be uncertain about the actual number of beans in the jar and so be genuinely influenced by the group.

Question 6

Strength of NSI and ISI (Sherif)

Answer 6

+ Sherif (1935) used the auto kinetic effect to investigate conformity. This is where a small sport of light (projected onto a screen) in a dark room will appear to move, even though it is still. It was discovered that when participants were tested in individually their estimates of how far the light actually moved varies considerably (e.g. from 20cm to 80cm). The participants were then tested in groups of three. Sherif manipulated the composition of the group by putting together two people whose estimate of the light movement when alone was very similar, and one person whose estimate was very different. Each person in the group had to say aloud how far they thought the light had moved. Sherif found that over numerous estimates of the movement of light, the group converged to a common estimate. The person whose estimate of movement was greatly different to the other two in the group conformed to the view of the other two because of informational social influence. The task was ambiguous so they looked to others for the answer.

Question 7

Weakness of NSI and ISI (ingratiational conformity)

Answer 7

• It has been suggested that there is a third explanation for conformity, not included in this theory, known as ingratiational conformity. This is similar to normative social influence, but group influence does not enter into the decision to conform. It is instead motivated by the need to impress or gain favour, rather than the fear of rejection (McLeod 2007)

Question 8

Weakness of NSI and ISI (locus of control)

Answer 8

• Dispositional factors (e.g. personality traits) may also impact whether or not a person conforms. People with an internal locus of control are less likely to conform that those with an external locus of control. Normative social influence and informational social influence cannot explain this finding. A person’s locus of control refers to the extent to which they believe they have control over their behaviour. People with an internal locus of control believe that what occurs in their life is the result of their own actions. People with an external locus of control believe what happens in their life is outside of their control