CONFORMITY: TYPES AND EXPLAINATIONS
AO1
TYPES OF CONFORMITY
Internalisation
The change is more likely to be permanent and persist in the absence of group members because attitudes have become part of how the person thinks (internalised)
When a person genuinely accepts group norms. It results in a private as well as public change of opinions/behaviour
Identification
When we identify with a group that we value, we want to become a part of it.
So we publically change our opinions/behaviour, even if we don't privately agree with everything the group stands for
Compliance
Involves 'going along with others' in public, but privately not changing opinions/behaviour
This results in only a superficial change and the opinion/behaviour stops as soon as group pressure ceases
EXPLANATIONS FOR CONFORMITY
ISI (Informational social influence)
NSI (NORMATIVE SOCIAL INFLUENCE)
ISI occurs in situations that are ambiguous
ISI is about information, a desire to be right
Often we are uncertain about what behaviour or beliefs are right or wrong. You may not know the answer to a question in class, but if most of other students agree, you go along with them because you feel they are probably right
ISI is a cognitive process - people generally want to be right
ISI is most likely in situations which are new of where there is some ambiguity , so it isn't clear what is right
It may happen when decisions have to be made quickly, and when one person or group is regarded as being more expert
NSI is about norms , a desire to behave like others + not look foolish
NSI occurs in unfamiliar situations and with people you know
NSI is an emotional rather than cognitive process- people prefer social approval rather than rejection
NSI concerns what is 'normal' or typical behaviour for social group (i.e. norms). Norms regulate the behaviour of groups and individuals so it is not surprising that we pay attention to them
NSI is most likely in situations where you don't know the norms and look to others about how to behave
It is important with people you know rather than strangers because people are concerned about the social approval of friends
It may be more pronounced in stressful situations where people have a need for social support
AO3
A STRENGTH OF ISI IS THAT THERE IS RESEARCH SUPPORT
Lucas et al (2006) asked students to give answers to easy and more difficult maths problems
There was more conformity to incorrect answers when the problems were difficult. This was most true for students who rated their maths ability as poor.
People conform in situations where they feel they don't know they answer
A LIMITATION OF ISI IS THAT THERE ARE INDIVIDUAL DIFFERENCES
Perrin + Spencer's (1980) also found less conformity in students- in this study they were engineering students (i.e. confident about precision)
People who are knowledgeable and/or confident are less influenced by the apparently 'right' view of a majority. Therefore there are differences in how individuals respond to ISI
Asch (1955) found that students were less conformist (28%) than other participants (37%)
A LIMITATION OF ISI + NSI IS THAT THE 'TWO PROCESS' APPROACH IS OVERSIMPLIFIED
However, conformity was reduced when there was a dissenting partner in the Asch experimenter. This dissenter may reduce the power of NSI (by providing social support) or reduce the power of ISI (because they are an alternative source of information)
Therefore it isn't always possible to know whether NSI or ISI is at work. This questions the view of ISI + NSI as operating independently in conforming behaviour
This approach states that behaviour is due to either NSI or ISI
A STRENGTH OF NSI IS THAT THERE IS RESEARCH SUPPORT
When Asch asked participants to write down their answers, conformity rates fell to 12.5%
This supports the participants' own reports that they were conforming because of NSI
Asch (1951) asked participants to explain why they agreed with the wrong answer. Some said they felt self-conscious giving the right answer + were afraid of disapproval
A LIMITATION OF NSI IS THAT THERE ARE INDIVIDUAL DIFFERENCES
McGhee + Teevan (1967) found that students who were nAffiliators were more likely to conform
The desire to be liked underlies conformity for some people more than others. One general theory does not cover the fact there are differences
People who care more about being liked are affected by NSI. They are nAffiliators - people who have a greater need for social relationships
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KEY STUDY:ARTHUR JENNESS
Conducted research whIch was originally set to test how group interaction affected judgement however it became a key study into informational social influence. Participants were tasked with estimating the number of jellybeans contained in a jar.
There was no obvious answer with estimation being difficult therefore group members were affected by informational social influence as they looked to one another on how to respond
Initially participants made their own private estimates before holding a group discussion on one another's opinions. Group estimates were then presented with a private individual estimate made after from each participant
Findings + conclusions
The findings = the individuals second private estimate shifted to agree with the group estimate with women displaying a greater average change of opinion
The conclusions = in unfamiliar situations our judgement is affected by the majority view point