Explanations of Conformity

Question 1

What did Deutsch & Gerrard (1955) distinguish about conformity?

Answer 1

• That there is normative SI & Informational SI

Question 2

Define Informational social influence?
(cognitive)

Answer 2

• Conform because we want to be correct, so look for others for the right answer
• If a situation is ambiguous/we believe others are correct then we conform to them, as they have superior knowledge
• We are likely to be influenced by an admired & respected majority, similar to ourselves/others
• ISI is driven by cognitive factors results in internalisation (change in both behaviour & private opinions to match the group)

Question 3

Define Normative social influence?
(emotional)

Answer 3

• Conform because of the need for acceptance by a group
• If we conform we are rewarded with reinforcement & approval (become a member of the group)
• Driven by emotional factors results in compliance (or identification)
• Compliance: change behaviour to be a group member, avoiding rejection, but will not change private behaviours & can privately disagree with the behaviour of the group
• Compliance lasts as long as the person is in that situation

Question 4

Research from Asch for NSI?

Answer 4

• Pt’s said they conformed because they felt self-conscious giving the correct answer
• When answers were written conformity fell to 12.5%
• privately means no NSI as stressed with Bond (2005)

Question 5

Research from Lucas (2006) for ISI?

Answer 5

• Pt’s in Lucas argued if maths was hard the Pt’s would conform vs when answers were easy
• Pt’s didn’t want to be wrong so relied on the incorrect answers

Question 6

AO3 explanations of conformity
Research support for ISI Asch?

Answer 6

P - Research support Asch for ISI
E - Asch found 37% conformity rate to the incorrect answer when asking 123 Pt’s a simple visual perception task
E - When questioned afterwards some Pt’s said they questioned their vision, so trusted other people’s judgement over their own
L - Suggests, some Pt’s conformed due to ISI, for the need to be right

Question 7

AO3 explanations of conformity
Low generalisability?

Answer 7

P - Issue with explanations of conformity is that a lot of research is artificial & cannot be generalised to real settings
E - e.g. conforming to a number of strangers judging lines is different from everyday life
E - Particularly in an environment you are used to, as you are more likely to act in a genuine way, meaning when you do conform it is more accurate
L - Implies we cannot fully generalise research findings into conformity, as each research setting & situation is unique

Question 8

AO3 explanations of conformity
Theoretical problem with ISI/NSI?

Answer 8

P - Theoretical problem with NSI/ISI is that it fails to take into account individual differences
E - Some people will be less confident in their beliefs & may feel more of a need to be liked, so its impossible for us to determine compared assuming everyone has a standardised behaviour to social influences like conformity
E - For example in Asch 5% conformed every time in 12 trials/25% never conformed
L - Implies individual-level factors can influence conformity more than originally thought, Asch did not research this

Question 9

AO3 explanations of conformity
Practical applications for ISI?
(Schultz)

Answer 9

P - Strength is practical applicability of the informational explanation
E - Awareness that we are capable of conforming so passively, could aid companies/organisations to alter people’s behaviours
E - Schultz conducted a study looking into placing messages in hotel bathrooms asking customers to think if they needed a clean towel
- Messages in the bathroom suggested a high percentage of guests were helping to save the environment by using their towel more than once
L - ISI was the most powerful explanation of conformity
- Messages suggested other guests were doing the correct thing, lending support to the ‘need to be right’ explanation (ISI)