Explanations for conformity

• Deutsch and Gerard (1955) developed a two-process theory, arguing that there are two main reasons people conform

  They are based on two central human needs:

  • The need to be right (ISI)
  • The need to be liked (NSI)
• Informational social influence - An explanation of conformity that says we agree with the opinion of the majority because we believe it is correct

  • We accept it because we want to be correct as well - this may lead to internalisation
• Informational social influence: EXAMPLE

  • You may not know the answer to a question in class
  • But if most of your class gives one answer, you accept it because you feel they are likely to be right
  • We follow the behaviour of the group (the majority) because we want to be right
• Informational social influence is a cognitive process because it is to do with what you think

  • It leads to a permanent change in opinion/behaviour (internalisation)
• Informational social influence: WHEN

  • In situations that are new to a person (so you don't know what is right)
  • Where there is some ambiguity (so isn't clear what is right)
  • Crisis situations where decisions have to be made quickly and we assume the group is more likely to be right
• Normative social influence - An explanation of conformity that says we agree with the opinion of the majority because we want to gain social approval and be liked

  • This may lead to compliance
• Normative social influence:

  • Is about norms, ie what is 'normal' or typical behaviour for a social group
  • Norms regulate the behaviour of groups and individuals so it is not surprising that we pay attention to them
  • People do not like to appear foolish and prefer to gain social approval rather than be rejected
• Normative social influence is an emotional rather than cognitive process

  • It leads to a temporary change in opinions/behaviour (compliance)
• Normative social influence: WHEN

  • In situations with strangers where you may feel concerned about rejection
  • With people you know because we are most concerned about the social approval of our friends
  • In stressful situations where people have a greater need for social support