Explaining conformity

• Who proposed the dual process dependency model?

  Deutsch & Gerard
• What does the dual process dependency model argue?

  There are two main reasons for conformity
• What are the two main types of social influence in the dual process dependency model?

  Informational social influence (ISI) and normative social influence (NSI)
• What is informational social influence (ISI)?

  • Based on the desire to be right
  • Occurs when individuals look to the majority for guidance
  • Likely in unfamiliar or ambiguous situations
  • Results in internalisation
• What is the main desire behind informational social influence?

  To be right
• When is informational social influence likely to occur?

  In unfamiliar or ambiguous situations
• What is the likely outcome of informational social influence?

  Internalisation
• What is normative social influence (NSI)?

  • Based on the desire to be liked
  • Occurs when individuals change behaviors to fit in w majority
  • Likely in friendship groups
  • Results in compliance
• What is the main desire behind normative social influence?

  To be liked
• In what context is normative social influence likely to occur?

  In friendship groups
• What is the likely outcome of normative social influence?

  Compliance
• What is a strength of research into explanations for conformity

  Strength = research support for ISI. E.g, Sherif (1935) demonstrated ppl conform in ambiguous situations due to ISI. Used Autokinetic effect. After asking his pts to estimate how far a speck of light moved individually, he put pts - groups of 3. Each group- 2 pts (made similar judgements individually) and 1 pts who had made a v different judgement. Pts converged on common judgement, 1 pts conformed to the view of the other 2 pts. Demonstrates = when in ambiguous situation, ppl look to others 4 guidance, as ISI predicts.
• What is a strength of research into explanations for conformity

  Strength = research support for NSI. E.g, Asch (1956)demonstrated ppl conform in unambiguous situations due to NSI. Pts task - correct answer obvious. Pts groups of 7. 6 members - confederates of Asch + told to give incorrect answer on some trials. Many pts conformed + gave incorrect answer, yet correct answer obvious. Interviewed pts, who explained they continued to trust own private judgements but changed public behaviour to avoid disapproval from group. This supports NSI, + suggestion it often results in compliance. 
• What is a weakness of research into explaining conformity 


  Weakness = research shown individual differences in ISI + it does not affect everyone’s behaviour same way. E.g ppl who confident in own abilities less affected by ISI than ppl less confident. Perrin + Spencer (1980) - study involving science + engineering students, found v little evidence of conformity. Suggested science + engineering students feel more confident in own abilities and therefore less likely to conform due to ISI. Suggests desire to be right underlies conformity for some ppl more than others.
• What is a weakness of research into explaining conformity


  Weakness = research shown individual differences in NSI + does not affect everyone’s behaviour in the same way. E.g ppl more concerned w being liked more affected by NSI than ppl less concerned w being liked. Ppl more concerned w being liked = nAffiliators. These = ppl who have greater need to have relationships w others. McGhee + Teevan (1967) found nAffiliators students more likely to conform than students who were not nAffiliators. Suggests desire to be liked underlies conformity for some ppl more than others