Explanations for Conformity

• What does ISI stand for?


  Informational Social Influence.
• What is ISI?


  The need to know what's right - its a cognitive process and to do with thinking.
• What is ISI based on?


  Need info in order to be right. If everyone is doing a particular thing, this may be the right thing to do and therefore you conform.
• When does ISI usually occur?


  When a person is new to the situation and wants to do the right thing, the situation is ambiguous and you look for what is right or in times of crisis.
• Examples of ISI:


  You're in class and are asked to write your answer on your whiteboard but you don't know the answer, You look at other peoples boards for help.
• What does NSI stand for?

  Normative Social Influence.
• What is NSI?

  Need to be liked/fit in.
• What is NSI based on?


  Concerned with emotion. Humans have a desire to be accepted and have fear of rejection. Following social norms is a way of being accepted.
• What are 'social norms' ?


  Things society deem acceptable.
• When does NSI usually occur?


  When you seek approval of strangers. Perhaps in an interview or the first day at a new job.
• What are explanations to why people conform?

  NSI - conforming to be accepted and belong to a group, despite privately disagreeing. Why? It's rewarding and avoid punishment. EMOTIVE factors.

  
  

  ISI - Conforming to gain knowledge and/or be 'right'. Why? To act appropriately, to avoid standing out. COGNITIVE factors.
• Research support for NSI:

  Asch's study.
• Research for ISI:


  Todd Lucas study.
• When was Asch's study?


  1951.
• What was Asch's aim? (AMRC).

  Investigate extent to which social pressure from a majority group could affect a persons ability to conform.
• What was Asch's method? (AMRC).


  50/123 male students - Task of 'visual perception'. In groups around a table, had to compare lines and match which ones were the same. Real participant was sat 4/5 seats, confederates were the rest. 12/18 studies confederates had to give wrong answers.
• What was Asch's results? (AMRC).


  Overall conformity rate = 37%

  Conformed on critical trials = 5%

  Remained independent = 25%
• What was Asch's conclusion? (AMRC).


  People are more likely to conform to avoid standing out (supports NSI theory), they want to be liked and fit in.
• What were the 3 variables affecting Asch's study?

  1. Difficulty of the task
  2. Size of majority
  3. Unamity
• Difficulty of task:

  By making comparison harder to distinguish, P's are more likely to find it harder to answer. Harder task = More cognitive thinking needed, conformity increases as unsure of capability. Easier task = Less cognitive thinking, so can act more independently therefore less conformity.
• Size of majority:


  Smaller groups = Conformity rose to 32%, less likely to conform.

  Larger groups = Conformity increases as they don't want to stand out.

  Supports idea of social norms have an impact on behaviour.
• Unanimity:


  Someone acts as a dissenter (says no).

  Unanimous verdict = genuine P's conformed less as they had an ally.

  Disturbed unanimity = more likely not to because of cracks in majority view.