Explanations for Conformity

• Normative Social Influence


  It occurs when people conform to 'fit in' because they want to be liked or accepted by others. People change their public behaviour because they worry about rejection or social exclusion from the majority group. It is an emotional rather than a cognitive process. It may lead to compliance because it usually results in a short-term change that only remains whilst the majority group is present.
• Informational Social Influence


  It occurs when people conform because they want to be right and they believe that others hold the correct answer. People change their public and private attitudes or behaviour because they are uncertain how to behave in a situation and assume that the majority group must know better. It is most often shown in ambiguous situations, where there is no obvious answer. It is a cognitive process. It is most closely linked to internalisation because it usually results in a long-term change that remains even if the majority group is no longer present.
• Strength of 2 process model

  • Strong research evidence - Lucas - participants who rated themselves poor at maths were more likely to conform - Asch's participants also said they conformed because they felt self-conscious - people conform in situations when they don't know the answer (ISI) or because they want to fit in (NSI).
• Limitations of 2 process model

  • Individual differences affect conformity - some people care more about being liked will be more affected by NSI more - these people are known as nAffiliators and McGhee and Teevan found they have a greater need for social relationships - desire to be liked explains conformity.
  • Overly simplistic - often both NSI and ISI are involved together - Asch found that conformity reduced when there was one supportive confederate which may have reduced the effect of either NSI or ISI - not always sure whether conformity is due to ISI or NSI.