Two explanations of conformity: NSI and ISI

Question 1

what is social influence

Answer 1

the scientific study of the way in which people’s thoughts, feelings and behaviours are affected by other people.

Question 2

what is conformity

Answer 2

• the tendency to change what we do, think or say in response to the influence of real or imagined pressure from others
• Unspoken pressure from others to change/act

Question 3

what are the types of conformity

Answer 3

• compliance
• identification
• internalisation

Question 4

what is compliance

Answer 4

• conforming publicly but continuing privately to disagree
• the shallowest form of conformity

Question 5

what is identification

Answer 5

• a moderate form of conformity
• we act the same as the group because we share their values and want to be accepted.
• The change of belief or behaviour is often temporary - eventually change back

Question 6

what is internalisation

Answer 6

• the deepest form of conformity
• a person conforms publicly and privately because they have internalised and accepted the views of the group.

Question 7

what are the explanations for conformity

Answer 7

• normative social influence
• informational social influence

Question 8

what is normative social influence

Answer 8

• occurs when we wish to be liked by the majority group, so we go along with them even though we may not agree with them.
• following the crowd in order to fit in with the ‘norm’ + be liked by the group
• Links with compliance

Question 9

what is informational social influence

Answer 9

• occurs when we look to the majority group for information as we are unsure about the way in which to behave.
• A person will conform because they genuinely believe the majority to be right as we look to them for the right answer.
• Linked with identification + internalisation

Question 10

what are the +ve AO3 points for normative social influence

Answer 10

• Schultz et al (2008) found that hotel guests exposed to normative message that 75% guests re-used their towels each day (rather than requiring a fresh one) reduced their own towel use by 25%
• suggesting that people shape their behaviour out of a desire to fit in with their reference group.

McGhee and Teevan
- students high in need of affiliation more likely to conform.
- Showing the desire to be liked is what leads to conformity

Question 11

what are the -ve AO3 points for normative social influence

Answer 11

individual differences:
- Cannot be an explanation for why people conform.
- Research shows that NSI doesn’t affect everyone’s behaviour in the same way.
- E.g. people less concerned about being liked are less affected by NSI

Question 12

what are the +ve AO3 points for informational social influence

Answer 12

Wittenbrink and Henley(1996)
- found that ppts exposed to negative info about african americans, led to the majority, later reported more negative beliefs about a black individual

Lucas et al
- students conformed more to an incorrect answer when they found the task difficult in maths problems.
- Showing people to conform in situations where they feel they don’t know the answer.