Conformity

• What is internalization?

  • a type of conformity
  • Person changes view publically and privately - they ‘internalise’ the viewpoint
  • Permanent change
  • Genuinely except the view to be correct
• What is compliance?

  • type of conformity
  • to anyone, go along with the view
  • publically change view only
  • you believe something else privately (due to the group)
  • tmportary shirt
  • e.g. tuck your shirt in when a teacher tell you
• What is Identification?

  • type of conformity
  • identify with a group you value
  • we want to be part of the group therefore change the view publically to be a part of that group
• What is informational social influence

  • explanation for conformity
  • need to be right
  • is a cognitive process (think)
  • happens in ambiguous (or new) situations
  • information is presented to you and you believe it
  • explains internalization
• What is Normative social influence?

  • explanation of conformity
  • need to be liked, fit in to avoid rejection
  • emotional process
  • happens with friends and strangers
  • Public view only
  • Temporary change
  • Explains compliance
• What is informational social influence?

  • need to be right
  • Doesn't have knowledge so look to others
  • Ambiguous situations
  • Cognitive process
  • need to be right
  • Doesn't have knowledge so look to others
  • Ambiguous situations
  • Cognitive process
• Strength of conformity - Jenness


  • ppts asked on their own “how many beans in the bottle?” Had to write down
  • Then they were put into groups and asked how many beans in the bottle and to give a group answer
  • Then asked again on their own out loud
  • Pots answers converged (closer too) the group answer
  • Supports informational social influence
• Strength - Schultz 


  • signes in hotels state “most people reuse their towels”
  • this led in a 25% increase in people reusing their towels
  • supports normative social influence
• Strength - Asch 


  • 37.5% conformity rate to at least one obviously incorrect answer in order to avoid rejection
  • ppts given maths questions and student answers if they want to use them
  • Supports narrative social influence
• Strength - Lucas 


  • asked students to complete easy or hardmaths questions
  • They were given ‘other’ students answers if they wanted to use them
  • High conformity (used answers) on difficult questions
  • Supports informational social influence
• Weakness

  • its hard to distinguish the type of conformity that has occurred as we have to ask people
  • They may not tell the truth
  • e.g. Be embarrassed by saying they did it to fit in