EVALUATION

• RESEARCH EVIDENCE FROM CONFORMITY?

  • social change encouraged by drawing attention to what majority are doing

  ASCH

  • line study
  • individuals complied with group to avoid ridicule/ internalise beliefs as they wanted to be correct
• RESEARCH EVIDENCE FROM OBEDIENCE?

  MILGRAM

  • research support from disobedient role models
  • when teacher refused to give shocks, obedience dropped
  • small instruction easier to obey than larger instructions
  • then people drift into new behaviour (15V to 450V = gradual commitment)
• RESEARCH EVIDENCE FROM MINORITY INFLUENCE?

  MOSCOVICI

  • consistent minority opinion had greater influence than inconsistent minority opinion
  • conformity and obedience have bigger influence on bringing social change than minority influence
  • as people follow norms and laws
• ISSUES WITH RESEARCH?

  • tasks in social influence research do not reflect real life
  • lack mundane realism
  • lack of ecological validity