Conformity: Types and explanations

• Internalisation: we take on the majority view because we accept it as correct. It leads to a far-reaching and permanent change in behaviour, even when the group is absent.

  Identification: we act in the same way as the group because we value it and want to be part of it. We don't necessarily agree with everything the majority believes.

  Compliance: temporary type of conformity where we outwardly go along with the majority view, but privately disagree with it. The change in behaviour lasts as long as the group is with us.
• Explanations for conformity:

  Informational social influence (ISI): we agree with the majority opinion because we believe it is correct. It leads to internalisation because it is a permanent change in thinking and behaviour.

  Normative social influence (NSI): we agree with the majority opinion because we want to gain social approval and be liked. It leads to compliance because it is a temporary change in thinking and behaviour.
• [S]: NSI: some of Asch's pps conformed because they said that they felt self-conscious and were afraid of disapproval.
• [S]: ISI: when the maths problems were harder, people conformed more to the incorrect answers. The pps didn't want to be wrong, so they agreed with the wrong answers.

  [L]: it is unclear whether it is NSI or ISI being tested. The dissenters can reduce the power of the NSI (they provide social support), or the ISI (they provide an alternative source of social information).
• [L]: NSI: doesn't predict conformity in every case. nAffiliators have a strong need for affiliation and are more likely to conform. This means there is individual differences that cannot be explained by one general theory.