types and explanations

• internalisation - a change that occurs when someone genuinely accepts the group norms. it causes a public and private change that is often permanent even in the absence of the group that is being conformed to
• identification - conformity because someone values the group and wishes to be liked by them. it is a public change of behaviour with no private change of opinions, so behaviour will revert back to normal when away from the group
• what is the two process theory?

  deutsch and gerard suggested the two process theory, that dictates that humans either conform to be right (isi) or to be liked (nsi)
• what is informational social influence?

  isi - looking to the majority group for information as someone is unsure about the way to correctly behave. it is conformity when someone genuinely thinks that the group is correct. it occurs in new/ambiguous and crisis situations
• informational social influence is a cognitive process as it explains the way we think about a group, and is an explanation for internalisation
• normative social influence is an emotional process as it is done to avoid feeling foolish or rejected, and is and explanation for identification and compliance
• evaluation

  + asch's research using line lengths supported the idea of both isi and nsi which provides the theory with internal validity

  + schulz et al. - applied the ideas of explanations for conformity to a real hotel setting and change the energy consumption of the building by getting the occupants to conform

  - mcgee and teevan - different people feel different amounts of pressure to conform so the explanations don't necessarily apply to everyone

  - isi and nsi are often hard to separate, which may imply that the theory is overly complicated