Social Influence Flashcards
Types of Conformity
Herbert Kelman (1958)
Internalisation
Identification
Complaince
Internalisation
A deep type of conformity where we take on the majority view because we accept it as correct
It leads to a far-reaching and permanent change in behaviour, even when the group is absent
Identification
A moderate type of conformity where we act in the same way as the group because we value it and want to be a part of it
We dont necessarily agree with everything the group/majority believes
Compliance
A superficial and temporary type of conformity where we outwardly go along with the majority view but privately disagree with it
The change in our behaviour only lasts as long as the group is monitoring us
Two-Process Theory
Deutsch and Gerard (1955)
2 main reasons people conform
- the need to be right (ISI)
- the need to be liked (NSI)
Informational Social Influence
An explanation of conformity that says we agree with the opinion of the majority because we believe it is correct
We accept it because we want to be correct as well
This may lead to internalisation
Normative Social Influence
An explanation of conformity that says we agree with the opinion of the majority to gain social approval and be liked
This may lead to compliance
Research support for NSI
One strength of NSI is that evidence supports it as an explanation of conformity
For example when Asch (1951) interviewed his participants, some said they conformed because they felt self-conscious giving the correct answer and they were afraid of disapproval. When ppts wrote down their answers, conformity fell to 12.5%. This is because giving answers privately meant there was no normative group pressure
This shows that at least some conformity is due to a desire not to be rejected by the group for disagreeing with them
Research support for ISI
A strength of ISI is that there is research evidence to support by Lucas et al. (2006)
Lucas et al. found that ppts conformed more often to incorrect answers they were given when the maths problems were difficult. This is because when the problems were easy the ppts ‘knew their own minds’ but when the problems were hard the situation became ambiguous. The ppts did not want to be wrong, so they relied on the answers they were given
This shows that ISI is a valid explanation of conformity because the results are what ISI would predict
Individual differences in NSI
One limitation of NSI is that it does not predict conformity in every case
Some people are greatly concerned with being liked by others. Such people are called nAffliliators - they have a strong need for affiliation. McGhee and Teevan (1967) found that the students who were nAffiliators were more likely to conform
This shows that NSI underlies conformity for some people more than it does for others. There are individual differences in conformity that cannot be fully explained by one general theory of situational pressures
