Explanations and types of conformity

• What is normative social influence?

  Conforming because of a need to fit in with the group and to avoid alienation. Normative social influence often leads to compliance conformity.
• A strength of informational social influence is that it is supported by research evidence from Baumeister et al.'s driving study. They found that participants in a driving simulator were more likely to follow the actions of other drivers, such as speeding or stopping, especially in uncertain or ambiguous situations. This explains how people look to others for guidance when they are unsure of the correct behaviour, assuming that others have more accurate information. This supports the idea that informational social influence is a valid explanation for conformity, as individuals conform because they believe others are right.
• What is informational social influence?

  Conforming because you feel that other group members are smarter and right. This leads to internalisation conformity.
• A strength of normative social influence is that it is supported by research evidence from Asch's line study. He found that 75% of participants conformed at least once by giving an obviously incorrect answer, simply to match the responses of the group. This explains that people conform in order to fit in and be accepted by others, even when they privately know the group is wrong. This supports the idea that normative social influence is a valid explanation for conformity, as individuals may go along with the majority to avoid social rejection.
• What is compliance?

  Compliance is a type of conformity where an individual publicly agrees with the group in order to fit in or avoid disapproval, but privately disagrees with the group's opinion or behaviour. The change in behaviour is shallow. For example, a person might say they like a certain type of music because their friends do, even though they do not actually enjoy it. This form of conformity is usually short-term and stops when the group pressure is no longer present.
• What is identification?

  Identification is a type of conformity where an individual changes their behaviour and beliefs to fit in with a group because they value being part of that group. The change is deeper than compliance, as the person genuinely accepts the group’s views while they are part of it, but it may not be permanent.

  For example, someone might start supporting a football team or adopting a certain fashion style because their friendship group does, and they want to be accepted by them. However, when they leave that group, they may no longer continue the behaviour or hold the same beliefs.
• What is internalisation?

  Internalisation is a type of conformity where an individual genuinely adopts the beliefs or behaviour of a group because they accept them as correct. This leads to both a public and private change that is usually long-lasting, even if the person leaves the group.

  For example, someone may become vegetarian after living with a group of vegetarians, not just to fit in but because they come to believe it is the right choice. Even after moving away, they may continue the behaviour because the belief has become part of their own values.
• Individual differences. A limitation of NSI as an explanation for conformity is that it does not consider individual differences. For example, people who care more about being liked by others are known as nAffiliators and are more likely to be affected by NSI. McGhee and Teevan (1967) found that students who were assessed as nAffiliators were more likely to conform. The desire to be liked underlies conformity for some people more than others. This shows that NSI as an explanation does not cover the fact there are differences in people, which may influence why they conform.