Conformity

• Conformity is when an individual changes their behaviour or beliefs to fit in with those of a group, due to group pressure
• Types of conformity (Kelman, 1958):

  Compliance- changing behaviour even if you don't agree with the majority; to be accepted

  Weakest form of conformity

  Doesn't result in change in attitude
• Types of conformity (Kelman, 1958):

  Identification- changing behaviour and beliefs to fit in for a period of time, then revert when no longer with the group

  Only temporary
• Types of conformity (Kelman, 1958):

  Internalisation- changing behaviour because you think that the majority are right

  Strongest type of conformity

  Group doesn't need to be present for behaviour to occur
• Explanations for Conformity (Deutsch & Gerard, 1955):

  Informational Social Influence (ISI) is conformity motivated by the desire to be correct; individual accepts information as evidence of reality

  Leads to internalisation
• Explanations for Conformity (Deutsch & Gerard, 1955):

  Normative Social Influence (NSI) is conformity motivated by the desire to fit in with the group

  Leading to compliance/identification
• S- Lucas et al. (2006)(ISI) found participants conformed more often to incorrect answer they were given when maths problems were difficult; shows people feel the need to conform when they feel they don't know
• S- McGhee & Teevan (1967)(ISI) found that nAffiliator students were more likely to conform; NSI is more relevant for some people than others
• S-Linkenback & Perkins (2003)(NSI) found that adolescents exposed to messages suggesting their peers didn't smoke were less likely to start smoking
• S- Schultz et al. (2008)(NSI) found that hotel guests were more likely to reuse their towels of told that other guests reused their towels