Explanations for Conformity (AQA A Level Psychology)
Revision Note
Written by: Claire Neeson
Reviewed by: Lucy Vinson
Normative social influence
Conformity can be explained as stemming from two different motivations:
Normative social influence (NSI): the need to be liked/accepted by the group (the fear of rejection)
Informational social influence (ISI): the need to know what to do (fear of social disapproval/humiliation)
NSI occurs when an individual is keen to adopt the social norms of a specific group, e.g.:
Going to church every week because that is what the group do
Wearing black all the time because that is what the group do
Professing to dislike a particular person because that is what the group do
Someone is more likely to be affected by NSI if they feel that their behaviour and attitudes do not align with those of the group, e.g.:
' I stopped going to church years ago but the group goes every week'
This lack of cohesion with the group may cause anxiety which in turn may lead to an adjustment in behaviour, e.g.:
'I'm going to start attending church with the group so that they feel that I am one of them'
NSI may involve an individual going against their inner beliefs, ideals or opinions in order not to be rejected by the group, e.g.:
Agreeing with the group that a new film is rubbish while secretly having enjoyed it
Ignoring a school friend because this is what everyone else in the group is doing but privately believing that this behaviour is cruel and wrong
NSI as an explanation of conformity is linked to compliance and identification
The essence of NSI is emotional as it is based on the need to be liked and accepted
Examiner Tips and Tricks
Make sure that you don't confuse the two explanations for conformity in the exam i.e. don't mix up normative social influence with informational social influence.
Additionally, don't confuse explanations for conformity with types of conformity e.g. compliance, identification, internalisation.
Informational social influence
Informational social influence (ISI) tends to take place when the individual is unsure and/or lacks knowledge about what to do or how to behave in a specific situation, e.g.:
On someone's first day at work they will look to others for cues as to how to behave in the office, where to go at lunchtime, the appropriate dress code etc.
In a new university class, the professor sets a difficult equation to solve
someone unsure of the answer may listen to what others are saying and agree with their answer (even if the answer turns out to be incorrect)
ISI occurs when the individual looks to the group for guidance
ISI can occur when there is a crisis and a decision needs to be made quickly
The assumption that follows is that the group knows what to do
If everyone in the group assumes that everyone else knows what to do, then this can result in faulty decision-making which could potentially be disastrous (e.g. mistakes in piloting a passenger plane or large-scale financial lending)
Someone is more likely to be affected by ISI if they are insecure about what is deemed 'right/wrong' behaviour, e.g.:
Someone collapses in the street but no one stops to help them, so the individual assumes that the situation is not serious, thus no help is given
ISI as an explanation of conformity is linked to internalisation
The essence of ISI is cognitive as it is based on information processing
Evaluation of explanations for conformity
Strengths
There is good research support for ISI:
Jenness (1932) asked participants to estimate the number of beans contained in a jar
Participants then discussed their estimates in a group and then each participant made a second independent estimate
The findings showed that the second estimate moved closer to the group estimate, indicating ISI, thus the theory has validity
NSI has good application to real behaviour in real settings (high ecological validity):
Schultz et al. (2008) - used a sample of hotel rooms in one city to test NSI
Half of the hotel rooms displayed a sign stating that, ‘75% of guests choose to reuse their towels each day’
The results showed a 25% reduction in the use of fresh towels in the rooms which displayed the sign, compared to the control condition (no sign)
Thus, guests had conformed to the norms of the majority group
Limitations
Neither explanation for conformity explains why some people resist both NSI and ISI, e.g. freedom fighters, rebels, iconoclasts
The above observation means that both explanations for conformity cannot be generalised to everyone
to this extent they cannot account for individual differences
It is rare for both NSI and ISI to be tested in real conditions
Most research in this field is lab-based
Lab-based research is low in mundane realism which reduces the scope of its external validity
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