AO1

• Internalisation


  A deep type of conformity, involves permanent change of private views, even in the absence of the group
• Identification 


  A moderate type of conformity, temporary change of private and public beliefs but only in presence of the group, because we want to be part of the group
• Compliance


  A weak type of conformity, publicly going along with the group, whilst privately disagreeing
• Normative Social Influence


  Conformity is due to the desire to be liked. Involves Compliance. Occurs in situations where there are concerns about rejection by the group
• Informational Social Influence


  Conformity is due to the desire to be right. Involves Internalisation. Occurs in new/ambiguous situations
• Asch Study


  Participants were asked to compare a standard line to 3 comparison lines and say which one matched. Confederates gave unanimous wrong answers on 12/18 of trials. Participants were 123 American males, and the real participant always sat second to last.
• Asch Study Results


  • Average conformity rate is 33%. 75% conformed at least once.
• Group Size Variation


  1. 1 confederate: conformity rates = 3%

  2. 2 confederates: conformity rates = 13%

  3. 3 confederates: conformity rates = 32%

  4. >3 confederates: conformity rates stay the same, around 33%
• Group Size Variation


  • Conformity increases as group size increases until a majority of 3. Group size increases after that point did not affect conformity levels
• Unanimity


  1. When 1 confederate gave a different wrong answer to the majority: conformity rates = 9%

  2. When 1 confederate gave the correct answer: conformity rates = 5%
• Task Difficulty


  Conformity rates increased
• Zimbardo


  1. why do prison guards behave brutally – is it personality or is it the social role. Prison in Stanford University basement

  2. Participants were students who volunteered and were deemed "emotionally stable".

  3. Role of guard and prisoner was randomly assigned. Prisoners were arrested in their homes, assigned a uniform, referred to by a number and followed strict rules. Guards had uniform including mirrored sunglasses and club and had control over the prisoners

  4. Zimbardo played prison superintendent.
• Zimbardo Results


  • Guards took up their role with enthusiasm, enforcing rules and giving prisoners punishments, eg cleaning toilets, waking them up in the night
  • Prisoners rebelled by ripping their numbers off, guards punished the prisoners with fire extinguishers. Prisoners fell into the role, asking for "parole", also became subdued and anxious. The study was stopped after 6 days, instead of the planned 14. Shows the power of social roles, as the students conformed to their roles quickly