Social Influence: Types and explanations of conformity (AO1) Flashcards
(14 cards)
What is the definition of conformity?
A change in a person’s behaviour or opinions as a result of real or imagined group pressure. It is a form of majority influence (yielding to group pressure).
What are the three levels of conformity, as proposed by Kelman (1958)?
Compliance, identification, and internalisation.
What is compliance?
The lowest level of conformity. The person’s public behaviour changes, but not their private beliefs. This is usually a short-term change, and is often the result of normative social influence (NSI).
What is identification?
The middle level of conformity. The person’s public behaviour and private beliefs change, but only while in the presence of a specific group they want to be accepted into. This is usually a short-term change, and is also the result of normative social influence (NSI). For example, when a student starts smoking when they are around the ‘cool kids’.
What is internalisation?
The highest level of conformity. The person’s public behaviour and private beliefs change to that of others in the group. This is usually a long-term change and is often the result of informational social influence (ISI).
What are the explanations of conformity, as proposed by Deutsch and Gerard (1955)?
Normative social influence (NSI) and informational social influence (ISI).
What is normative social influence (NSI)?
The person conforms out of the desire to be liked or accepted by the group. Belonging to the group could be rewarding, or not belonging could lead to punishment.
Name the two studies which support the theory of NSI.
Asch (1956)
Linkenbach and Perkins (2003)
Describe Asch’s study.
Participants were shown two cards, one with a standard line, and another with three comparison lines. Participants were asked to state which comparison line matched the original line. Asch found that many participants deliberately gave the wrong answer in order to not be rejected from the group. When participants wrote down their answer instead of saying it aloud, conformity rates dropped to 12.5%.
Describe Linkenbach and Perkins’ (2003) study.
Three groups of US teenagers were shown different smoking campaigns. The first group was told that most people in their age group smoke. The second group was told that most people in their age group did not smoke. The third group was not told about others in their age group. 41% of the first group started smoking, while only 10% of the second group started smoking. 17% of the group not shown a message began smoking.
What is informational social influence (ISI)?
The person conforms out of the desire to be right. In some social situations, we defer to others and follow them because they might have greater insight.
Name the two studies which support the theory of ISI.
Jenness (1932)
Lucas et al. (2006)
Describe Jenness’ (1932) jelly bean study.
Participants made private estimates of the number of jelly beans in a jar. They were then put into groups to discuss a group estimate, and then made a second private estimate. Second private estimates moved closer to the group estimate. This shows that acceptance of group beliefs often take place in an ambiguous situation.
Describe the Lucas et al. (2006) study.
Students were asked to give answers to both easy and difficult maths questions. There was greater conformity to incorrect answers given by confederates on difficult questions. This was most common in students who rated their mathematical ability as poor.
