Conformity

• What does the term conformity mean?

  Changing attitude or behaviour due to real or imagined group pressure
• What happens when we conform?

  We alter our behavior publicly or privately
• What was the aim of Jenness's (1932) jelly beans experiment?


  To see if individuals would change their estimates based on group influence
• What did Jenness find in his jelly beans experiment?


  Almost all individuals changed their estimates to align with the group
• What are the three types of conformity suggested by Kelman (1958)?


  • Compliance
  • Identification
  • Internalisation
• What is compliance in terms of conformity?


  Temporary agreement with the majority view despite private disagreement
• Give an example of compliance.

  Listening to hardcore dance music at a friend's house but pop music at home
• What is identification in terms of conformity?

  Temporary change in behaviour due to group values, maintained only in the group
• Provide an example of identification.


  Joining a conservation society and becoming vegan while in the group
• What is internalisation in terms of conformity?


  Permanently adopting the majority view as correct
• Give an example of internalisation.


  Being converted to a new religion and practicing it publicly and privately
• What are the two types of social influence according to Deutsch and Gerard (1955)?

  • Informational Social Influence (ISI): The need to be right
  • Normative Social Influence (NSI): The need to be liked
• What is Informational Social Influence (ISI)?


  The need to be right, looking to the group for accurate information
• When does ISI typically occur?


  When individuals are unsure of an answer or in a group with experts
• What is Normative Social Influence (NSI)?


  The need to be liked, conforming to avoid appearing silly or rejected
• Why is NSI more likely to occur with strangers than friends?


  To gain social approval and avoid rejection
• What happens to the power of NSI when social support is provided?


  The power of NSI may be reduced
• What happens to the power of ISI when alternative information is provided?

  The power of ISI may be reduced
• What is the research support for ISI according to Lucas et al (2006)?


  Students conformed more on difficult math questions than easier ones
• What is the research support for NSI according to Linkenback and Perkins (2003)?


  Adolescents were less likely to smoke when told most teenagers didn’t smoke
• What are some additional points regarding ISI and NSI?

  • ISI and NSI may work together in conformity
  • Individual differences exist in NSI
  • nAffiliators are more likely to conform
• How would you evaluate Lucas et al (2006) in terms of ISI?

  It supports ISI as students conformed when unsure of answers
• How would you evaluate Linkenback and Perkins (2003) in terms of NSI?


  It supports NSI as adolescents conformed to avoid smoking
• What is the definition of an Affiliator?


  A social relationship in which a person joins or seeks out one or more other individuals based on liking or personal attachment rather than material benefits.