Describe and evaluate informational and normative social influence as explanations for conformity (16)

Normative social influence

informational social influence

behaviour associated with specific group

stranger situations- look for social approval
avoid rejection

leads to compliance- private views stay same

Temporary

occurs in ambiguous situations- need for certainty

identification- only part of group

internalisation- public and private

permenant

Asch

lab study.

extent to which social pressure from majority affects a person to confrom

line length

1 participant, 7 confederates. Confederates said same answer

75% conformed on at least 1 trial.

McGhee and Teevan

individual differences

normative social influence does not affect behaviour in same way

relies on how much we want to be liked- students in need of affiliation more likely to conform

desire to be liked underlies conformity

Jenness

Jelly beans

asked individually and then as group

similar answers when in group

participants wanted to be correct

Sherif

conformity to group norms when in unclear situation

lab study

groups of 3. asked how much dot moved in visual illution

participant with most different answer moved estimate to meet other two

look to others for guidance

lacks ecological validity- task unlikely to occur in everyday life

Controlled conditions increases internal

Schultz et al

change behaviour of hotel guests using normative social influence- reduced energy used

RAF recruitment