Explanations for conformity

• (AO1) Define normative social influence

  Driven by desire to be liked and to avoid social disapproval, leading to a person to conform for a desirable group outcome, such as feeling accepted or belonging.

  
  

  Like compliance, this influence leads to only a public change in behaviour, and is typically short-term, dependent on the presence of a reference group.

  
  

  E.g. someone may wear black clothes with friends to fit in but switch to colourful clothes when alone.
• (AO1) Define informational social influence

  Occurs when a person conforms to gain knowledge or because they believe someone else is right.

  
  

  This leads to internalisation, in which individuals can change their behaviour publicly and privately.

  
  

  However this change is short-term, as beliefs may align in one setting but shift in another.

  
  

  E.g. a person in the military may act differently when on tour than when at home.
• (AO3) Strength ISI - Jenness

  Point: ISI supported by J, showing how people conform in ambiguous situations.

  
  

  Evidence: J asked ppts to independently estimate the number of beans in a jar, then discuss their answers in a group. When they made a second individual guess, their answers moved closer to the group estimate, with females typically conforming more.

  
  

  Evaluate: However, this task is inconsequential (not important), with no long-term effects for ppts or society. Questions whether ppl would conform in same way in more meaningful situations.
• (AO3) Strength NSI? - RWA

  Point: Research into conformity has RWA, helping encourage prosocial behaviour.

  
  

  Evidence: E.g. a study on reusing towels found that recycling rates increased when ppl believe others recycle. This demonstrates knowledge of why people conform - particularly through NSI - can be applied to influence behaviour.

  
  

  Evaluate: By tapping into a person's desire to be liked by a group, these findings can be used to promote environmentally friendly behaviours, helping to make the world a better place.
• (AO3) Limitation - Oversimplification

  P: May be an oversimplification to assume NSI and ISI occur separately, as ppl are often influenced by both simultaneously - seeking both accurate info & social acceptance.

  
  

  E: E.g. in an unknown place during a fire alarm, an individual may follow the group to be safe (ISI) and to appear sensible (NSI).

  
  

  E: Suggests explanations of conformity should consider how these influences interact rather than operate in isolation. A combined approach may provide a more realistic explanation of real-world conformity, improving validity of these theories.
• (AO3) S - Supported by Asch

  P: NSI supported by A, conform fit in

  
  

  E: In exp (line judgement task), ppts conformed wrong answer to avoid disapproval from group. In variation, answers written privately on paper, conformity rates dropped to 12.5% = fear of rejection plays role.

  
  

  E: Reliability of findings questioned. Perrin & Spencer replicated A's study w/ UK engineering students. Found 1 conforming response in 400 trials. Confident to judge due to engineering experience = reduced pressure conform. Suggests A's NSI conclusion not apply universally. Other factors affect conformity rates.