Social
influence
, Conformity
Conformity= A change in a persons behaviour or opinions due to the
influence of real or imagined pressure from others
Three types of conformity:
• Compliance
• Individuals adjust their behaviour and opinions temporarily
• Public but not privately
• Only shown when in the presence of the group
• Identification
• Individuals adjust their behaviour and opinions to be a member
of the group
• Private and public
• Temporary - not maintained when not in the presence of the
group
• Internalisation
• Individuals permanently adjust their behaviour and opinions if they
strongly believe in it
• public and private
• Maintained even if not in the presence of the group
, Conformity
Explanations for conformity:
• Informational social influence ( ISI )
• The need to be right
• When in an ambiguous or new situation, we look to others who
have better information and who we may think are experts
• Cognitive process
• Leads to internalisation
• Abrams et al = we are influenced by those who we share traits
with and therefore are more likely to internalise with friends
• Normative social influence ( NSI )
• The need to be liked
• People follow the norms in order to gain social approval
• Emotional process
• In situations with strangers as you don’t want to be rejected
Jenness
• Asked participants to estimate the number of jellybeans in a jar =
ambiguous situation
• He found that after discussing, second estimates were closer to
the group average
• Supports ISI
influence
, Conformity
Conformity= A change in a persons behaviour or opinions due to the
influence of real or imagined pressure from others
Three types of conformity:
• Compliance
• Individuals adjust their behaviour and opinions temporarily
• Public but not privately
• Only shown when in the presence of the group
• Identification
• Individuals adjust their behaviour and opinions to be a member
of the group
• Private and public
• Temporary - not maintained when not in the presence of the
group
• Internalisation
• Individuals permanently adjust their behaviour and opinions if they
strongly believe in it
• public and private
• Maintained even if not in the presence of the group
, Conformity
Explanations for conformity:
• Informational social influence ( ISI )
• The need to be right
• When in an ambiguous or new situation, we look to others who
have better information and who we may think are experts
• Cognitive process
• Leads to internalisation
• Abrams et al = we are influenced by those who we share traits
with and therefore are more likely to internalise with friends
• Normative social influence ( NSI )
• The need to be liked
• People follow the norms in order to gain social approval
• Emotional process
• In situations with strangers as you don’t want to be rejected
Jenness
• Asked participants to estimate the number of jellybeans in a jar =
ambiguous situation
• He found that after discussing, second estimates were closer to
the group average
• Supports ISI
