Social Influence Flashcards
(84 cards)
What are the 3 types of conformity?
- compliance
- internalisation
- identification
What is compliance?
- individuals may go along with the group with in order to gain their approval or avoid their disapproval
- when exposed to the views/actions of the majority, individuals may engage in a process of social comparison, concentrating on what others say or do so they can adjust their own actions to fit in with them
- fitting in is seen as desirable so this is what motivates conformity
•compliance does not result in any change in the persons underlying attitude only in the views and behaviours they express in public
What are the characteristics of internalisation?
- individuals may go along with the group because of an acceptance of their views
- when exposed to the views of other members of a group individuals are encouraged to engage in a validation process, examining their own beliefs to see if they or the others are right
- close examination of the groups position may convince the individual that they are wrong and the group is right
- this is particularly likely if generally trustworthy in their views and the individual has tended to go along with them on previous occasions
• this can lead to acceptance of the groups point of view both publicly and privately
What is identification?
- in some instances an individual might accept influence because they want to be associated with another person or group.
- By adopting the groups attitudes and behaviours, they feel apart of it
- identification has elements of both compliance and internalisation, as the individual accepts the attitudes and behaviours they are adopting as right and true (internalisation) but the purpose of adopting them is to be accepted as a member of the group (compliance)
• for example a child may be start smoking because ‘that’s what the cool kids do’ and they want to be seen as a ‘cool kid’
What are the differences between the types of conformity?
- Each of these types of conformity has a particular set of motivating conditions that leads to a conforming response
- for example if an individuals prime motivation is to fit in with the rest of the group they may not comply rather than internalise the groups position on a particular issue
- alternatively, if the primary motivation is to find the most appropriate way of responding in a particular situation, then internalising the group position may be seen as the most credible way of achieving this
Explanations for conformity: Normative social influence
- it is possible go along with the majority without really accepting their point of view
- as humans are a social species they have a fundamental need for social companionship and a fear of censure and rejection
- an important condition is that the individual must believe that they are under surveillance by the group
- people tend to conform to the majority position in public but necessarily internalise this view as it not carry on in private settings
• to gain approval and acceptance, to avoid censure and disapproval
Evaluation: types of conformity (Difficulties in distinguishing between compliance and internalisation)
- The relationship between compliance and internalisation is complicated by our measurement of private acceptance and public compliance
- For example, it is assumed that a person who publicly agrees with a majority yet disagrees with them privately is displaying compliance
- It is possible that the acceptance of the groups views dissipates when in private either because they have forgotten information given by the group or they have received information
- It is assumed that a person who agrees with the group both in public and private must have internalised the views of the group
- It is difficult to distinguish between mere public compliance
~ As a result of self-perception they come to subsequently accept that position as their own
Evaluation: Explanations of conformity ( Research support for normative influence)
- US research has shown the relationship between peoples normative beliefs and the likelihood of them taking up smoking
- Linkenbach and Perkins found that adolescents exposed to the simple message that the majority of their peers did not smoke were subsequently less likely to take up smoking
-Normative social influence has also been used to successfully manipulate people to behave more responsibly when it comes to energy conservation - For example , Shultz found that hotel guests exposed to the normative message that 75% of the guests reused their towels each day (rather than requiring fresh towels)
-They reduced their own towel use to 25%
~ These studies support the idea of NSI (peoples behaviour is shaped out of a desire to fit in with a particular group)
Evaluation: Explanations of conformity (Support for informational social influence
- Some studies have demonstrated how exposure to other peoples beliefs influence on social stereotypes
-Witterbrink and Henley found that participants exposed to negative information about African Americans (they were led to believe that was the view of the majority) - later reported more negative beliefs about black individual
- Research has also shown how ISI can shape political opinion
- Fein demonstrated how judgements of candidate performance in the US presidential debates could be influenced by the reaction of others
- Participants saw what was supposedly the reaction of other participants on screen during the debate
~ This produced large shifts in participants judgements of the candidates performance
Evaluation: Explanations of conformity (normative influence may not be detected)
- Researchers have started to speculate whether individuals do actually recognise the behaviour of others as a casual factor in their own behaviour
- There is some support for this claim-> Nolan investigated whether people detected the influence of social norms on their energy conservation behaviour
- when asked about what factors had influenced their own energy conservation, people believed that the behaviour of neighbours had the least impact on their own energy conservation yet results showed that it had the strongest impact
- this suggests that people rely on beliefs about what should motivate their behaviour and so find it difficult to detect the impact of NSI
Evaluation: explanations of conformity (Informational social influence is moderated by type of task)
- A problem for the informational explanation of conformity is that features of the task moderate the impact of the majority influence
- For some judgements there are clear non-social criteria for validation, which places this sort of judgement within the realm of physical reality
- For example deciding whether Bristol is the most highly populated city in South West of England can be determined through objective means such as consulting statistics, census records etc.
- However other judgements e.g whether Bristol is the most interesting city in the South West of England cannot be determined using objective criteria because such does not exist
- instead these kinds of judgements must be made on the basic of social consensus (ie what other people/experts believe to be the case)
~ As a result, majorities should exert greater influence on issues of social rather than physical reality and this is precisely what research tends to show
Much of our understanding of conformity can be traced back to the pioneering work of…
Solomon Asch in the 1950’s
What did Asch show?
-People appeared willing to go against the compelling evidence of their senses in order to conform to a group consensus
Describe the key study: Asch 1956
- Asch asked volunteers to take part in a visual discrimination task
- although, unbeknown all but one of the participants were really confederates of the investigator
- the real purpose of the study was to see how the lone ‘real’ participant would react to the behaviour of the confederates
Procedure: Asch experiment
- In total 123 male US undergraduates were tested
- participants were seated around a table and asked to look at three lines of different lengths
- they took turns to call out which of the three lines they thought was the same length as a ‘standard’ line
- the real participant always answering second to last
- although there was always a fairly obvious solution to this task 12 of the 18 trials (i.e. the critical trials) the confederates were instructed to give the same incorrect answer
- Asch investigated the influence of the group especially and whether the participants would side with the majority or if they would be willing to stand alone
Findings: Asch experiment
- On the 12 critical trials, the average conformity rate was 33% (participants agreed with the incorrect answer given on one third of the trials)
- Asch also discovered individual differences in conformity rates
- one quarter of the participants never conformed on any of the critical trials
- half conformed on 6 or more of the critical trials
- 1 in 20 conformed on all 12 trials
Findings: Asch experiment
What did Asch do to confirm that the stimulus lines were indeed unambiguous?
- Asch conducted a control condition without the distraction of the confederates giving wrong answers
- in this condition he found that participants made mistakes about 1% of the time, although this could not explain the relatively high levels of conformity in the main study
- when Asch interviewed his participants afterwards, he discovered that the majority of participants who conformed had continued privately to trust their own perceptions and judgements but changed their public behaviour, giving incorrect answers to avoid disapproval from other group members (i.e. they showed compliance)
Variables affecting Conformity
Asch carried out a number of variations of his original study to find out which variable had the most significant effects on the level of conformity shown by participants
What effect does group size have on conformity?
- Asch found that there was very little conformity when the majority consisted of just one or two confederates
- however under the pressure of a majority of 3 confederates, the proportion of conforming responses jumped up to about 30%
- Further increases in the size of the majority did not increase this level of conformity substantially, indicating that the size of the majority is important but only up to a point
- Campbell and Fairey suggested that group size may have a different effect depending on the type of judgement being made and the motivation of the individual
- where there is no objectively correct answer and the individual is concerned about ‘fitting in’ then the larger the majority the more likely they are to be swayed
- however, when there is a correct response and the individual is concerned about being correct then the views of just one or two others will be will usually be sufficient
What effect does the unanimity of the majority have on conformity?
- In Asch’s original study, the confederates unanimously gave the same wrong answer
- what would happen if this unanimity was disturbed?
- when the real participant was given the support of either another real participant was given the support of either another real participant or a confederate who had been instructed to give the right answers throughout, conformity levels dropped significantly, reducing the percentage of wrong answers from 33% to just 5.5 %
- What would happen if the lone ‘dissenter’ gave an answer that was both different from the majority and different from the true answer?
- in this condition conformity rates dropped to about 9% (similar to when the dissenter gave the same right answer)
• This lead Asch to conclude that it was breaking the groups unanimous position that was the major factor in conformity reduction
What effect did the difficulty of the task have on conformity?
- in one variation, Asch made the differences between the line lengths much smaller (correct answer less obvious)
- under these circumstances the level of conformity increased
- Lucas (2006) investigated this relationship further
- they found that the influence of task difficult is moderated by self the efficacy of the individual
- when exposed to math problems, participants who were more confident in their abilities remained more independent
- this showed that both task difficulty as well as individual differences are both important in determining conformity
Evaluation: Variables affecting conformity (Asch’ research is a child of its time)
- The research took place in a particular period of US history when conformity was high
- In 1956, the US was in a strong anti-communist period where people were scared to go against the majority and so more likely to conform
- Perrin and Spencer attempted to repeat Achs’s study in the UK in the 1980’s using students who were studying science and engineering. In their initial study they obtained only one conforming response out of a total of 396 trials where a majority unanimously gave the same wrong answer.
- In a subsequent study, they used youths on probation as participants and probation officers as they confederates.
- This time they found similar levels of conformity to those found by Asch in the 1950’s
- This confirmed that conformity is more likely of the perceived costs of not conforming are high (Perrin and Spencer, 1980) which would have been the case during the McCarthy era in the US
Evaluation: Variables affecting conformity (problems determining the effect of group size)
- bond (2005) suggests a limitation of research in conformity is that studies have used only a limited range of major sizes
- investigators were quick to accept Asch’s conclusions that a majority size of 3 was a sufficient number for maximal influence therefore most subsequent studies using the Asch procedure have used 3 as the majority size
- bond points out that no studies other Asch have used majority size greater than 9 and in other studies of conformity the range of majority sizes used is much narrower, typically between 2 and 4
- this suggests Bond means we know very little about the effect of larger majority sizes on conformity levels
Evaluation: Variables affecting conformity (independent behaviour rather than conformity)
- we should remember that only about one third of the trials where the majority unanimously gave the same wrong answer produced a conforming response
- in other words, in two thirds of these trials the participants resolutely stuck to their original judgement despite being faced with an overwhelming majority expressing totally different view
- Asch believed that rather than showing human beings to be overly conformist, his study demonstrated a commendable tendency for participants to stick to what they believed to be the correct judgement i.e to show independent behaviour