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