Explanations for Conformity

• What did Deutsch and Gerard suggest about conformity?


  Deutsch and Gerard (1955) identified 2 main reasons why we

  conform. These are the need to be right (ISI) and the need to be

  liked (NSI).
• What is Informational Social Influence?


  This is about who is right – you or the rest of the group, and occurs when we are uncertain about an answer or belief, or where there is some ambiguity.

  -If the majority of a group give a certain answer then you are more likely to conform to the same response, because you want to be right, and this can lead to internalisation.
• What is Normative Social Influence? 


  This is about what is considered normal for a social group or situation.

  People do not want to appear foolish or silly, and so will change their behaviour in order to fit in with the group and gain approval. -This leads to a temporary change (compliance).
• One strength of NSI


  Point – One strength of NSI is that there is research to support it.

  Evidence- For example, Asch (1951) found that participants would

  conform to a group majority and give an incorrect answer in an

  obvious line judgement task when the rest of the group gave an

  incorrect answer.

  Explain – This is important as participants stated they changed

  their answers as a result of the perceived pressure from the group

  majority.

  Link- Therefore, this shows that, in some situations, conformity can be the result NSI and the desire to fit into a group.