Social Influence: Majority Influence Flashcards
Conformity
Changing of a persons behaviour/ opinions as a result of real or imagined group pressure to fit with the majority
Group/ social norm
Rules of society we generally all conform to
Type of conformity: compliance
Person changes their public behaviour but not their private beliefs as a result of NSI and the desire to fit into the social norms (lowest level)
Type of conformity: Identification
Person changes their public behaviour and private beliefs but only while they’re in the presence of the group as a result of NSI and a desire to conform to a group (middle level)
Type of conformity: Internalisation
Person changes their public behaviour and private beliefs long term as a result of ISI and the desire to be/ do right (strongest level)
Unanimity
The consensus of the group
NSI
Normative Social Influence is where a person conforms because of a need to be accepted/ liked by a group. Belonging to the group could be rewarding while not belonging could lead to punishment. While they publicly conform, they still privately disagree and keep their own views. Temporary
ISI
Informative Social Influence is based on a persons need to be right. In some social situations, for example, you don’t know what to do so you look towards others and conform to them because they might know instead. When you both publicly conform and privately agree - a conversion. Permanent
What did Deutsch and Gerard theorise?
The Dual Theory - NSI and ISI, 1955
What did Asch research
Variables affecting conformity - explaining NSI
• group size
• unanimity
• task difficulty
Variables affecting conformity: Group size
The more people in a group, the higher the pressure, therefore the more likely a person is to conform
Variables affecting conformity: Unanimity
The groups consensus - if the majority of the group thinks one thing, the more likely a person is to conform (3 or more people)
Variables affecting conformity: Task difficulty
The harder the questions, the more likely someone is to conform as a desire to be right (ISI)
Individual differences
NSI doesnt affect everyone in the same way (e.g. people with more confidence are less likely to conform while people with anxiety are less likely to conform)
