explanations for conformity

• Normative social influence (NSI) 


  Conforming to the majority to avoid rejection or being seen as an outcast; this is driven by a desire to be liked and gain social approval. As NSI is motivated by emotional reasons, the resulting change in view or behaviour is superficial and temporary. NSI leads to compliance, where individuals publicly agree with the group but maintain their private beliefs.
• Informational social influence (ISI)


  Conforming to the majority because of a desire to be correct in situations where the right action or belief is uncertain; ISI is driven by the belief that others have more knowledge or correct information. As ISI is motivated by cognitive reasons (acceptance of new information), the resulting change in view or behaviour is genuine and permanent. ISI leads to internalisation, where individuals genuinely accept the group's norms or views, so they publicly align with the group's stance and change their private beliefs.
• + Asch's original research supports normative social influence


  E - 75% of the participants conformed to the incorrect majority at least once despite the correct answer being clear.

  E - Participants conformed not because they were unsure of the correct answer (suggests ISI) but because they wanted to avoid the discomfort of standing out or being rejected by the group.

  L - This shows supporting evidence for normative social influence and therefore increases the validity of the definition.
• + Supporting evidence from Lucas for ISI


  E - Lucas et al (2006) found participants showed higher rates of conformity when confronted with difficult math questions compared to easier math questions.

  E - This suggests that the ISI was demonstrated in the students not wanting to give the wrong answer publicly.

  L - Therefore, the supporting evidence gives validity to the definition of ISI.
• Examples of ISI


  • On the first day of a new job an individual follows the group at lunchtime as their assumption is that the group knows where the canteen is
  • Someone collapses in the street but no-one stops to help so the individual assumes that it's not serious (after all, if it was a serious emergency then someone would stop to help, wouldn't they?
• Examples of NSI


  • Agreeing with the group that the new Star Wars film is rubbish while secretly having enjoyed it
  • 'Ghosting' a schoolfriend because this is what everyone else in the group is doing but feeling bad about it and believing that this is cruel and wrong
• + Real-world support for NSI - Schultz et al.


  E - gathered data from many hotels over a week where guests were randomly allocated a control or experimental room. Control - a door hanger informing the participants of the environmental benefits of reusing towels. Experimental - stated that '75% of guests chose to reuse their towels each day'.

  E - The results showed that guests who received a message with normative information about other guests reduced their need for fresh towels by 25%.

  L - Therefore, this shows that they had conformed in order to 'fit in' with the group behaviour.
• / Difficult to separate the influence of the two explanations


  E - When participants self-report their reasons for conforming, people might not be fully aware of their true motivations since individuals might seek accurate information (ISI) and social approval (NSI).

  E - This suggests that the two explanations may work together which is seen in Asch's study when conformity reduced when there was a person who disagrees in the group.

  L - Therefore, this shows that it is difficult to know when a person is subject to ISI and NSI.