Explanations for Conformity

• What is normative social influence (NSI)?


  The need to be liked/accepted by the group
• What is informational social influence (ISI)?


  The need to know what to do
• What are the key motivations behind conformity?

  • Normative social influence (NSI): need for acceptance
  • Informational social influence (ISI): need for information
• Give an example of normative social influence.

  Going to church every week because that is what the group does
• How might someone demonstrate normative social influence through clothing choices?

  Wearing black all the time because that is what the group does
• How can normative social influence affect personal opinions?

  Agreeing with the group that a new film is rubbish while secretly having enjoyed it
• When is someone more likely to be affected by normative social influence?

  When their behavior and attitudes do not align with those of the group
• What might someone do if they feel anxious about not fitting in with a group?

  Start attending church with the group to feel accepted
• What is the emotional essence of normative social influence?

  It is based on the need to be liked and accepted
• What does informational social influence (ISI) typically occur?


  When an individual is unsure and lacks knowledge about how to behave
• How might someone demonstrate informational social influence on their first day at work?

  Looking to others for cues on how to behave in the office
• What can happen if a group assumes everyone knows what to do in a crisis?

  It can lead to faulty decision-making
• What is the cognitive essence of informational social influence?

  It is based on information processing
• What are the strengths of the explanations for conformity?

  • Good research support for ISI (e.g., Jenness, 1932)
  • NSI has high ecological validity (e.g., Schultz et al., 2008)
• What did Jenness (1932) study demonstrate?


  Participants' estimates moved closer to the group estimate, indicating ISI
• What was the result of Schultz et al. (2008) study on NSI?


  There was a 25% reduction in the use of fresh towels in rooms with the sign
• What are the limitations of the explanations for conformity?

  • Cannot explain why some resist NSI and ISI
  • Rarely tested in real conditions
  • Lab-based research has low mundane realism
• Why can't the explanations for conformity be generalized to everyone?

  They do not account for individual differences
• What is a common characteristic of most research in the field of conformity?

  It is lab-based
• How does low mundane realism affect research on conformity?

  It reduces the scope of its external validity