AO1

• define conformity

  -A change in a person’s behaviour or opinions as a result of real or imagined group pressure from a person or group of people.
• what are the 3 types of conformity

  -internalisation

  -identification

  -compliance
• define internalisation

  -A deep type of conformity where we take on the majority view because we accept it is correct.

  -It leads to a permanent change in behaviour even when the group is absent.

  -strongest
• define identification

  -A moderate type of conformity where we act in the same way as the group because we value it and want to be part of it.

  -But we don’t necessarily agree privately.
• define compliance

  -​A superficial, temporary type of conformity where we outwardly agree with the majority view, but privately disagree with it.

  -Changes in behaviour are present only when the group is monitoring us.

  -weakest type
• Who came up with the explanations of conformity

  -Deutsch and Gerard (1955) developed the two-process theory. ​

  -This is based on two human needs: the need to be right (ISI) and the need to be liked (NSI).
• What is Informational Social Influence ISI

  -An explanation of conformity that says we agree with the opinion of the majority because we believe it is correct. We accept it because we want to be correct as well.​

  -Leads to a permanent change in opinion/behaviour – it is a cognitive process.​

  -More likely to occur in ambiguous or crisis situations.
• What is Normative Social Influence (NSI)

  -An explanation of conformity that says we agree with the opinion of the majority because we want to gain social approval and be liked. ​

  -This leads to a temporary change in behaviour/opinion – it is an emotional process.​

  -Likely to occur in situations where you may feel concerned about rejection or in stressful situations.