CONFORMITY: TYPES AND EXPLANATIONS

• TYPES 


  • Internalisation
  • identification
  • compliance
• Internalisation (think the group is right)  

  when a person genuinely accepts group norms. It results in private as well as public change of opinions/behaviour. Change is usually permanent. 
• Identification (value the group)

  when we identify with the group that we value, we want to become part of it. We publicly change our opinions / behaviours, even if we don’t privately agree.
• Compliance (temporary agreement)


  involves ‘going along with others’ in public, but privately not changing opinions / behaviours (stops when the group pressure ceases) 
• EXPLANATIONS 


  • informational social influence
  • normative social influence
• Informational Social Influence (ISI)


  Is about information, a desire to be right = often we are uncertain about what behaviour or beliefs are right or wrong. You may not know the answer to a question in class, but if most of your class gives an answer, you go along with them because you feel they are probably right.  

  ISI is a cognitive process - people generally want to be right. Leads to internalisation. 
• ISI


  Occurs in situations that are ambiguous = most likely in situations which are new or where there is ambiguity, so it isn’t clear what is right. 

  It may happen when decisions have to be made quickly, when we assume the group is likely to be right.
• Normative Social Influence (NSI) 

  Is about norms, a desire to behave like others and not look foolish = it concerns what is ‘normal’ behaviour for a social group. Norms regulate the behaviour of groups and individuals. 

  NSI is an emotional rather than cognitive process - people prefer social approval rather than rejection. Leads to compliance. 
• NSI

  Occurs in unfamiliar situations and with people you know = most likely in situations where you don’t know the norms and look to others about how to behave. Occurs in situations with strangers if you don’t want to be rejected. Or with people with know because we are concerned about the social approval of friends. 

  It may be more pronounced in stressful situations where people have the need for social support.