Social Influence Flashcards
What are the 3 types of Conformity?
- Compliance
- Identification
- Internalistaion
Define conformity
‘Changes in individuals’ behaviours and/or beliefs as a result of real or imagined group pressure’
What is compliance?
This is the most superficial and least permanent change in attitude. Individuals publicly change their beliefs and behaviours to be in line with a group and to fit in, but in private, revert back to original belief systems and behaviours, when the group pressure stops. They may not agree with what the group is doing. Compliance is linked to Normative Social Influence.
What is identification?
Strongest type of conformity. Individuals change their beliefs publicly and privately but revert back when the group is no longer there.
What is internalisation?
This is the deepest and most permanent change in attitude. Individuals publicly and privately change their behaviours and belief systems to go along with a group norm, because we accept their attitudes in to our own cognitions (internalise them), the behaviour lasts when the majority are no longer present. Internalisation is linked to Informational Social Influence
What are the 2 explanations of Conformity?
- Normative Social Influence
- Informational Social Influence
What is Informational Social Influence (ISI)?
ISI is driven by the desire to be right. When an individual is unsure (lacks knowledge) about how to behave, they conform by seeking information from the group about how to behave and assume that it is right. This is a cognitive process.
This explanation of conformity leads to internalisation, in which individuals publicly and privately change their views to be in line with a group.
What is Normative Social Influence (NSI)?
NSI is driven by our desire to be liked. An individual will ‘go along with’ a group’s behaviour in order to avoid ridicule and gain acceptance from them and fit in. This is an emotional process.
This explanation of conformity leads to compliance, in which individuals publicly change their views to be in line with the group, but privately revert back to their original views.
AO3: Explanations of Conformity
RTS by Jenness (ISI)
Research to support ISI as an explanation of conformity was conducted by Jenness, participants were asked to individually estimate the number of jelly beans in a jar, then decide on a group estimate and finally, have a last private, individual guess, Jenness found that participants second private estimate was significantly closer to the groups estimate than their own original estimate. Therefore supporting ISI as an explanation of conformity BECAUSE the task was ambiguous and as the participants were unsure of the answer, they sought information from the group and changed their estimate publicly and privately to be right.
AO3: Explanations of Conformity
Ecological Validity (ISI)
However, the research to support ISI as an explanation for conformity, by Jenness, lacks ecological validity. This is because the study took place in an artificial environment (lab). Therefore, it is difficult to generalise the findings to real life examples of ISI as in real life, people may be less likely to conform to a group as there may be consequences for their actions, unlike in an artificial lab setting. Thus, further reducing the external validity of the research in to ISI and questioning ISI as an explanation of conformity.
AO3: Explanations of Conformity
RTS by Asch (NSI)
Research to support NSI as an explanation of conformity was conducted by Asch, participants were asked to state which line a, b, or c was closest in length to stimulus line ‘x’. Confederates answered first and gave an incorrect answer. Asch found that participants conformed and said the same wrong answer as the confederates 37% of the time. Therefore supporting NSI as an explanation of conformity BECAUSE the task was unambiguous and the participants later stated they knew the answer but conformed in order to avoid ridicule from the group, which is what NSI suggests.
AO3: Explanations of Conformity
Gender Bias (NSI)
However, the research to support NSI as an explanation for conformity, conducted by Asch is gender bias, as only males were tested. Therefore, it is difficult to generalise the findings to females as it is suggested that females might be more conformist because they are more concerned about social relationships and are more concerned with being liked by their peers than males (Neto,1995). Therefore, this shows that NSI underlies conformity for some people (females) more than it does for others (males). This weakens the external validity of research into NSI as an explanation as to why people conform.
Who developed the two - process theory (explanations of conformity)?
Deutsch and Gerard
Who conducted research into conformity?
Asch
What was the aim of Asch’s study?
To investigate the effects of a majority opinion on individuals’ judgements.
What method was used by Asch in his conformity study?
Lab
What was the sample of Asch’s study into conformity?
123 American male students
What was the procedure of Asch’s study?
- Participants were individually placed into groups with 7 to 9 confederates.
- They were shown two large white cards at a time. On one card was a standard line ‘x’ and on the other card were three ‘comparison lines’ (A, B, C).
- One of the comparison lines was the same length as the standard line, and the other two were substantially different (clearly wrong).
- Participants were asked to say which line (A, B or C) was the same length as the standard line (X). Participants were always last or second to last to answer.
- On 12/18 trials (‘critical trials’), the confederates gave identical wrong answers.
- A control group of 36 participants were individually tested without confederates.
What were the findings of Asch’s study?
On average, the real participants gave a wrong answer 37% of the time when a confederate was present.
Post-experiment interviews found that the majority of participants conformed publicly during the experiment, but not privately (thought that the confederates were wrong), as they wanted to avoid ridicule.
What percentage of participants conformed in Asch’s study?
37%
What are the 3 variables affecting conformity?
- Group Size
- Unanimity
- Task difficulty
How does group size affect conformity?
Conformity rates increase as the size of a majority group increases. However, the size of the group stops having an effect on conformity once the group reaches a certain size.
What were the findings when Asch varied his study (group size)?
- When there was one real participant and one confederate conformity was 3%
- When there were two confederates and one real participant conformity increased to 13%
- When there were three confederates and one real participant conformity increased to 32%
- However, conformity plateaued after this.
- Suggesting that the size of the majority does have an effect on conformity but only to a point (3).
What is meant by unanimity?
Unanimity means complete agreement from a group of people about an answer or viewpoint
What was found when Asch varied his study (unanimity)?
- In the original Asch study the confederates all gave the same wrong answer and conformity was 37%
- However when Asch varied his study and had one confederate give the correct answers throughout the research conformity dropped to 5.5%
- Asch then researched whether a ’lone’ confederate who gave an answer that was both different from the majority and different to the correct answer. In this variation it was found that conformity dropped to 9%
- Asch concluded that when a dissenter breaks the group’s unanimous position conformity decreases.
How does task difficulty affect conformity?
Conformity increases when the difficulty of a task increases.
What were the findings when Asch varied his study (task difficulty)?
- In one variation of Asch’s research he made the stimulus line and comparison lines more similar in length so that the correct answer was less obvious and therefore the task was harder. When the difficulty of the task increased conformity rates increased.
- This suggests that Informational Social Influence plays a greater role when the task becomes harder. When situations are unclear, we are more likely to look to others for guidance.
- As the right answer becomes less obvious we lose confidence in our own ability and are more likely to conform.
AO3: Variables affecting Conformity
RTS by Lucas et al
Research to support the variables affecting conformity was conducted by Lucas et al. He asked students to solve ‘easy’ and ‘hard’ maths problems. Participants were given three other answers from other ‘students’(not actually real). The participants conformed more often (agreed with the wrong answers) when the problems were difficult rather than easy. Therefore, supporting Asch’s research into variables affecting conformity BECAUSE it suggests that when the task is harder, conformity increases.
AO3: Variables affecting Conformity
CA of RTS by lucas et al
However, Lucas et al’s study found that conformity is more complex than Asch suggested. Participants with high confidence in their maths abilities conformed less on the hard math’s problems than those with low confidence. This shows that an individual-level factor can influence conformity and interact with situational variables (such as task difficulty). Limiting Asch’s research into variables affecting conformity, as he did not research the roles of individual factors.
AO3: Variables affecting Conformity
Gender Bias
Asch’s research into variables affecting conformity can be criticised as it is gender bias, as only males were tested. Therefore, it is difficult to generalise the findings to females as it is suggested that females might be more conformist, regardless of the variable affecting conformity, because they are more concerned about social relationships and are more concerned with being liked by their peers (Neto, 1995). This weakens the external validity of research into variables affecting conformity.
Define conformity to social roles
Social roles are the parts that people play as members of various social groups e.g. teachers and students. These are accompanied by expectations that we, and others, have of what is appropriate behaviour in each role. We internalise these expectations, so they shape our behaviour.
Who conducted research into conformity to social roles?
Zimbardo
What was the aim of Zimbardo’s study?
To investigate how freely people would conform to the roles of guard and prisoner in a role-playing exercise that re-created prison life.
What was the sample of Zimbardo’s study?
A volunteer sample of 24 ’emotionally stable’ (determined by psychological testing prior to the study) US male university students
What was the procedure of Zimbardo’s study?
- Prisoners – Arrested at their homes, taken to the prison, searched, deloused and dressed in smock uniforms. They were referred to as a number rather than by name.
- Guards – Given uniforms, a ‘night stick’ and mirrored glasses. They were instructed to keep the prisoners under control but to use no physical violence.
- These uniforms created a loss of personal identity (de-individuation), encouraging particiapants to conform to their social role.
- The basement of the psychology department at Stanford University was converted into a mock prison.
- Prisoners were placed in cells and a regular routine of shifts, meal times etc. was established, as well as visiting times, a parole and disciplinary board and a prison chaplain. Zimbardo took on the role of prison superintendent. If a ‘prisoner’ wanted to leave, they had to go through a parole process.
What were the findings of Zimbardo’s study?
- Within a day the prisoners rebelled and ripped off their numbers and the guards responded by locking them in their cells and confiscating their blankets.
- As the experiment continued, the punishments by the guards escalated. Prisoners were humiliated and deprived of sleep by the guards conducting head counts.
- Identification was noticeable by the prisoners referring to each other and themselves by their prison numbers instead of their names.
- The prisoners rapidly became subdued, and depressed, with some showing serious stress-related reactions to the experience. Three prisoners were released early due to showing symptoms of psychological disturbance.
- The role play had been intended to run for two weeks, but was called off after just six days.
What was the conclusion of Zimbardo’s study?
- Guards, prisoners and researchers conformed to their role within the prison.
- Social roles have an extraordinary power over individuals, making even the most well-adjusted capable of extreme brutality towards others.
AO3: Conformity to social roles
Demand Characteristics
One criticism of Zimbardo’s research into conformity to social roles is that it is prone to demand characteristics. This is because within his procedure, Zimbardo took on the role of the prison superintendent. Therefore, Zimbardo could have influenced how the participants acted within the study. For example, they may have conformed to their role because this is what they believed Zimbardo wanted them to do (demand characteristics), rather than because they were actually conforming to their social role of prisoner or guard due to the prison environment. THINK FURTHER: The fact the participants were paid for taking part in this experiment may have influenced this further. Therefore, lowering the internal validity of the research into conformity to social roles.
AO3: Conformity to social roles
Ethical Issues
A further weakness of Zimbardo’s research is that there were major ethical issues. There was a lack of informed consent, as the prisoners did not consent to being arrested at their homes. In addition, there was a lack of the right to withdraw, when one prisoner wanted to leave he spoke to Zimbardo and had to ask to be ‘released’ from the prison, Zimbardo responded as the superintendent, rather than an experimenter with a responsibility to the participant. Finally, the prisoners were not protected from harm as some showed signs of psychological disturbance. Counter argument: However, Zimbardo carried out debriefing sessions with the participants for several years afterwards, and concluded that there were no long lasting negative effects.
AO3: Conformity to social roles
Practical Applications
Findings from Zimbardo’s study can be used in the real world. The actions displayed by soldiers in Abu Ghraib military prison in Iraq were found to be similar to Zimbardo’s findings as prisoners were tortured, humiliated and physically abused. Therefore, Zimbardo’s research can be used when developing prevention programmes to be used for training purposes in prisons. This means that it has become an important part of applied psychology and has good external validity.
