Conformity

• Asche's baseline procedure

  123 american men were tested, each one in a group with other confederates. Each participant saw the 'standard line' and the comarison lines. One comparison line was clearly the same length as the standard line and the other two are substantially different. Each participant had to say which comparison line matched the regular line.
• The physical arrangement of the participants

  Participants tested in groups of 6 to 8, only one was a genuine participant who would be seated last in the row. All other 'participants' were confederates.
• Baseline findings

  On average, the genuine participants agreed with the confederates incorrect answers 36.8% of the time. However around 25% of the participants never gave a wrong answer (never conformed)
• Group size

  He varied the number of confederates from 1 to 15. Conformity increased within group size but only up to a point. With 3 confederates, conformity rose to 31.8% but the presence of more made little difference.
• Unanimity


  If a non - conforming person was added who disagreed with the other confederates the conformity rate declined even if the non - conforming person was wrong.
• Task difficulty

  If the task was made more difficult (ie the lines being simular lengths) the conformity rate increased. This may be that the situation is more ambiguous when the task is harder. This relates to ISI.
• One limitation of Asche's research was that the task and situation were artifical. As participants knew they were in a research study this may have resulted in certain demand characteristics. As well as this, the groups did not resemble groups we experience in everyday life and thismeans it cannot be generalised to real-world situations.
• Another limitation was that Asche's participants were American men. Other research (Neto 1995) suggests that women may be more conformist due to their concern for social relationships and being accepted. This means that Ashe's research cannot be generalised to the broader population.
• One strength of Asche's research is that it has support from other studies.

  Todd Lucas et al (2006) asked participants to solve 'easy' and 'hard' maths problems. Participants were given answers from 3 other students. The participant conformed more when the problems were harder. This shows Asche was correct in claiming task difficulty is a variable that affects conformity.
• Ethical issues with Ashe's research

  Participants were deceived as they beleived that the confederates were other 'real' participants.
• Internalisation


  Occurs when a person fully accepts the group norms. Private and public change of behaviour. Usually permanent as the behaviours and beleifs have become a part of the way that the person thinks. Relates to ISI and NSI.
• Identification

  Conforming to the group as there is someting about the group that they value. A public change of attitude but not private as they dont agree with everything the group stands for.
• Compliance

  Simply 'going along' with the groupin public, but not privately agreeing with their attitudes and beleifs. NSI but not ISI
• What is Informational social influence (ISI)?

  Conforming to be right
• What is normative social influence?


  Conforming to be liked, based on social norms and is an emotional rather than cognitive process and leads to a temporary change in opinions/behaviour (compliance). NSI may be more pronounced in stressful situations due to the greater need for social support.
• One strengh of NSI is that evidence supports it as an explination of conformity. For example Ashe's study (1951) interveiwed his participants, some said they conformed due to a fear of dissaproval. When participants wrote their answers down, conformity fell to 12.5%. This is because giving answers privately meant there was no normative group pressure.
• What is the first stage in conformity?

  COMPLIANCE

  This involves simply 'going along with others' . It is a public but not private change in personal opinion and is only a superficial change.
• What is the second stage in conformity?

  IDENTIFICATION

  We identify with the group to fit in. This could mean we change our public view and opinions even if we don't personally agree with everything the group stands for.
• What is the third stage of conformity?


  INTERNALISATION

  This is where the person fully accepts the opinions and norms of the group (true conformity) and these views persist even in the absence of the group.
• What is informational social influence (ISI)?


  A desire to be Right.
• What is normative social influence (NSI)?


  A desire to be liked
• Research support for NSI.


  Ashe (1951)

  Interviewed his participants. Some said they conformed as they were afraid of disapproval (NSI). When participants wrote their answers down instead of saying them aloud conformity fell to 12.5% as there was no normative group pressure.
• Research support for ISI.


  Lucas et al. (2006)

  Participants conformed more often to incorrect answers they were given when the maths problems were more difficult. this is due to them conforming to be right (ISI)
• Limitations for NSI and ISI


  INDIVIDUAL DIFFERENCES

  Some people are more concerned about being liked than others. (nAffiliators have a strong need for affiliation) McGhee and Teevan (1997) found that nAffiliators were more likely to conform.
• What was Zimbardo's research?

  STANFORD PRISON EXPERIMENT (1973)

  Set up a mock prison environment at Stanford University. Selected 21 male volunteers who tested as 'emotionally stable' and they were randomly assigned prisoner or guard.

  UNIFORMS

  Prisoners were given loose smocks and caps and were identified by a number. Guards had a smart uniform with aviators and handcuffs.
• Zimbardo's (1973) findings

  Guards took up their role with enthusiasm treating the prisoners harshly. Within two days the prisoners rebelled. The guards became increasingly aggressive, causing three of the prisoners to be released due to psychological harm by the fourth day, and one prisoner resorted to hunger strike. Zimbardo ended the study after six days instead of the intended 14.
• Strengths of the Stanford prison experiment (1973)

  CONTROL

  Zimbardo had complete control of variables due to the study being lab based. Zimbardo also selected participants that were emotionally stable at the beginning of the study, this increases the internal validity of the study.
• Limitations of the Stanford prison experiment (1973)


  LACK OF REALISM

  Didi not have the realism of a true prison. Banuazizi & Movahedi (1975) argued the participants were 'play - acting' rather than conforming.

  DEMAND CHARACTERISTICS

  The participants knew hat they were partaking in a conformity study, this could have altered results as they could have enhanced their conformity to the role to obtain the wanted results or gone against what the study 'wanted them to do'