SOCIAL INFLUENCE - ISI & NSI

Question 1

Who developed the two-process theory as an explanation for conformity?

Answer 1

Deutsch and Gerard (1955)

Question 2

Informational social influence

Answer 2

ISI hinges on the conformist’s desire to be correct and so look to the majority answer. This is where a person conforms to gain knowledge, or because they believe that someone else is ‘right’

Question 3

What type of conformity is ISI most likely to lead to?

Answer 3

Internalisation

Question 4

Normative social influence

Answer 4

Following the perceived norm to fit in, gain social approval and minimise rejection

Question 5

What type of conformity can NSI lead to?

Answer 5

Compliance

Question 6

What are the strengths of Deutsch and Gerard’s two-process theory in regards to explanation of conformity?

Answer 6

• There is research support – For ISI, Lucas at al (2006) found that conformity occurred more to difficult maths problems rather than easy ones and so supports ISI given that conformity increased when students were presented with an ambiguous situation.
• For NSI – Asch (1951) found that many participants went along with a wrong answer simply because other people did as a result of a fear of rejection. The situation that participants were presented was not ambiguous but they still confirmed as a result of NSI.

Question 7

What are the weaknesses of the two process theory?

Answer 7

• It has been suggested that there is a third explanation for authority, known as ingratiational conformity. Similar to normative social influence, it is motivated by the need to impress of gain favour (rather than fear of rejection).
• Dispositional factors. (eg. personality) might 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 LOC. NSI and ISI cannot explain this finding.