conformity: types and explanations

• internalisation:


  a deep type of conformity where we take on the majority view because we accept it as correct. it leads to a far reaching and permanent change in behaviour, even when the group is absent
• 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 with everything the group/majority believes
• compliance:


  a superficial and temporary type of conformity where we outwardly go along with the majority view, but privately disagree with it. the change in our behaviour only lasts as long as the group is monitoring us
• 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. this may lead to internalisation
• 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 may lead to compliance
• kelman (1958) suggested that there are 3 ways in which people conform to the opinion of the majority
• types of conformity; internalisation:


  • occurs when a person genuinely accepts the group norms
  • results in a private and public change of opinions/behaviour
  • usually permanent change as attitudes have been internalised
  • change in behaviours persist even in the absence of other group members
• types of conformity; identification:


  • when we conform to the opinions/behaviour of a group because there is something we value about the group
  • we identify with the group so we want to be part of it
  • this identification means we publicly change our behaviours to be accepted even if we don't privately agree
• types of conformity; compliance:


  • involves simply going along with others in public but privately not changing our personal opinions/behaviour
  • results in a superficial change
  • change in behaviours stop as soon as the group pressure stops
• deutsch and gerard (1955) developed a two process theory, arguing that there are 2 main reasons for conformity. they are based on 2 central human needs; the need to be right (isi) and the need to be liked (nsi)
• explanations for conformity; informational social influence:


  • is about who has the better information - you or the group
  • we follow the behaviour of the majority because we want to be right
  • cognitive process as it is to do with what you think
  • leads to a permanent change in behaviours - internalisation
  • most likely to happen in new, ambiguous, or crisis situations
• explanations for conformity; normative social influence:


  • is about norms of a social group
  • emotional process as you want to gain social approval
  • leads to a temporary change in behaviours - compliance
  • most likely to happen in stressful situations or with strangers, but can also happen with friends
• evaluating explanations for conformity; research support for nsi:


  strength

  • evidence supports it as an explanation of conformity
  • when asch (1951) interviewed his participants, some said they conformed as they felt self conscious and were afraid of disapproval
  • when participants wrote their answers down conformity decreased to 12.5% as giving answers privately meant there was no normative group pressure
  • therefore at least some conformity is due to a desire to not be rejected by the group
• evaluating explanations for conformity; research support for isi:


  strength

  • research evidence to support isi from the study by lucas (2006)
  • lucas found that participants conformed more often to incorrect answers when the problems were difficult as when they were harder the situation became ambiguous
  • participants therefore didn't want to be wrong so relied on other answers
  • therefore isi is a valid explanation of conformity as the results are what isi would predict
• evaluating explanations for conformity; research support for isi:


  counterpoint

  • often unclear whether it is nsi or isi at work in situations
  • asch (1955) found conformity is reduced in the presence of a dissenter who may reduce the power of either nsi or isi
  • therefore it is hard to separate nsi and isi as both processes probably operate together in most situations
• evaluating explanations for conformity; individual differences in nsi:


  limitation

  • nsi doesn't predict conformity in every situation
  • some people are greatly concerned with being liked - nAffiliators (strong need for affiliation)
  • mcghee and teevan (1967) found students who were nAffiliators were more likely to conform
  • therefore nsi underlies conformity for some more than it does others as there are individual differences that can't be fully explained by one general theory of situational pressures
• evaluating explanations for conformity; is the nsi/isi distinction useful:


  extra

  • from lucas' (2006) study it's suggested that the distinction between nsi and isi is not useful as it is impossible
  • however asch (1955) demonstrates that both nsi and isi are reasons for conformity
  • a unanimous group is a powerful source of disapproval so the possibility of rejection is a strong reason for conforming - nsi
  • a unanimous group also conveys the impression that everyone is in the know apart from you - isi
• real life application of nsi:


  schlutz (2008) found that they were able to change behaviours of hotel guests by using messages encouraging them to save energy. the messages that mentioned other people were also saving energy were the most successful