Explanations of Conformity

• Deutsch and Gerald (1955): Two Process Theory
• Two Process Theory:

  • Based on 2 central human needs- to be correct and to be liked
• Types of influence in the two process theory:

  • Normative Social Influence (NSI)
  • Informational Social Influence (ISI)
• Normative Social Influence

  • Occurs when an individual conforms to gain approval and acceptance
  • Group is perceived to give rewards and punishment
  • Person believes they are under surveillance by the group
  • Public, not private
• Informational Social Influence

  • Individuals look for conformation about information or behaviours from others
  • Usually in unfamiliar situations
  • Argued that conformity happens both publicly and privately
  • Evolutionary basis
• Cognitive dissonance: Festinger (1957)
• Cognitive dissonance:

  • When we hold two opposing views, we get more anxious
  • We find this unpleasant and difficult to cope with
  • The best way to get rid of the anxiety is to remove one point of view and adopt just one, which is usually shared by others.