Types and explanations for conformity

• Conformity

  Adjusting one's behaviour or thinking to coincide with a group standard to gain rewards or approval.

  
• Types of conformity

  Compliance, Identification, Internalisation

  
• Explanations for conformity

  Informational Social Influence (ISI) and Normative Social Influence (NSI)
• Compliance: Publicly agreeing with the views or actions of the majority but privately disagreeing.
• Identification: An individual accepting influence and adopting the attitudes and behaviours as they want to be associated with a person or group.
• Internalisation: Accepting the views or actions of a group as the content is consistent with their private views and values.
• Normative Social Influence: The desire to be liked. An individual conforms with the majority to gain social approval or avoid disapproval.

• Informational social influence: The desire to be right. Usually occurs when an individual is unsure how to act and relies on the information of others.

• Studies for NSI

  Linkenbach and Perkins (smoking in adolescents), Schultz (hotel guests), Nolan (neighbours).
• Strength of NSI - research support

  -Linkenbach and Perkins: adolescents exposed to message that majority do not smoke were less likely to smoke.

  -Schultz: hotel guests told that majority reuse towels, reduced own towel use.

  -real world applications of normative influence show the applicability of the explanation.
• Strength of ISI - research support

  -Individuals exposed to negative information about African Americans were more likely to adopt negative attitudes towards black people.

  -ISI can also influence political opinions. PPTS see the supposed reaction of peers on screen during presidential debate.

  -Large shifts in judgement show the influential power of ISI.

  -Studies support claim that people shape behaviour based on new info.