Conformity

• Conformity is the tendency to change what we do, think or say in response to the influence of real or imagined pressure from others
• Compliance is conforming publicly but continuing privately to disagree, this is the shallowest form of conformity
• Identification is a moderate form of conformity where we act the same as the group because we share their values and want to be accepted. The change of belief or behaviour is often temporary
• Internalisation is a deep type of conformity where a person conforms publicly and privately because they have internalised and accepted the views of the group, this is the deepest form of conformity
• Informational social influence is an explanation that says we agree with the opinion of the majority because we believe it is correct
• Normative social influence is where an individual conforms with the expectations of the majority in order to gain approval or to avoid social disapproval, we want to be accepted
• Lucas et al (2006) asked students to give answers to mathematical questions, two conditions- easy/difficult. There was a greater conformity to incorrect answers when they were difficult rather than when they were easy
• Linkenbach and Perkins (2003) found that adolescents exposed to the simple message that the majority of their age peers didn’t smoke were subsequently less likely to take up smoking which supports the claim that people shape their behaviour out of a desire to fit in with their reference group which demonstrates the power of normative influence
• Schultz et al (2008) found that hotel guests exposed to the normative message that 75% of guests reused their towels each day reduced their own towel use by 25% which supports the claim that people shape their behaviour out of a desire to fit in with their reference group which demonstrates the power of normative influence
• Wittenbrink and Henley (1996) found that participants exposed to negative information about African Americans later reported more negative attitudes towards black individuals. Research has also shown how informational social influence can shape political opinion which shows the importance of informational influence in shaping social behaviour
• The relationship between compliance and internalisation is complicated because of difficulties in knowing when each is actually taking place. It’s assumed that a person who publicly agrees with a majority yet disagrees with them in private must be demonstrating compliance instead of internalisation but it’s also possible that acceptance of the groups views has occurred in public but dissipates later when in private which could be due to them forgetting the information given by the group or they have received new information that changes their mind