social influence explanations

• who developed the 2 main explanations for social influence

  Deutsch & Gerard
• what were these 2 explanations?

  -ISI

  -NSI
• what does ISI stand for

  informational social influence
• what does NSI stand for?

  normative social influence
• what is ISI

  you conform with the group if you are unsure
• why do people conform with the group?

  they want to be right
• what type of process is ISI

  cognitive
• when is ISI likely to happen

  -new situation

  -crisis situation

  -one person is an expert in the subject
• what is NSI


  people conform to social norms to fit in
• what type of process is NSI

  emotional
• when is NSI likely to happen

  -with stangers or new people

  -when seeking approval of friends

  -stressful situations
• EVALUATION of ISI

  .
• give the supporting studies that are a strength of ISI

  -lucas et al (2006)

  -schultz et al (2008)
• what was the lucas et al study

  asked students easy to difficult maths questions, greater conformity to incorrect answers when questions more difficult
• what was the schultz et al study

  found that clearly explained printed messages about energy saving changed the behaviour of hotel guests
• what study is a limitation for ISI

  -asch (1951)
• what is the asch study

  found different types of people had different conformity levels
• what are the percentages in the asch et al study

  28% of students conformed on average, whereas 37% non-students on average conformed
• what studies are strengths of NSI

  -asch (1951)
• what was the asch 1951 study

  found people went along with wrong answer 37% of the time due to feeling self-conscious about giving correct answer
• what results occured when asch repeated the study

  when he asked people to write answer down conformity rates dropped to 12.5%
• what study is a limitation for NSI

  -mcghee & teevan (1967)
• what happened in the mcghee & teevan study

  found students in need of affiliation (relationships) more likely to conform