Social Influences 1.2- Explanations for conformity

There are two key explanations for conformity:

• Normative Influence AO1/AO3

-the desire to be liked, we conform to fit in, as humans we don’t want to feel left out.

eg. a person may feel pressured to smoke because their friends do

-normative influences lead to complicate because the person smokes for show, but deep down wish they didn’t, meaning any change is temporary.

STUDY LINK

ASCH line study, minority agrees with the majority, even though they know it is wrong. (see variables affecting conformity for full study details)

• Informational Influence AO1/AO3

-the desire to be right , when we are in doubt about a situation due to a lack of knowledge we look to people with information that we believe to be right. This process leads to internalisation.

eg. going to a posh restaurant and not knowing which fork to use first, so you look at others for the information.

STUDY LINK

JENNES bean study, participants asked to estimate the bean count in a jar privately, and then in a group, the private estimates change when brought together in a group, as the groups estimates sounded more believable

+ the study was successful in showing majority influence, showing altered group beliefs. Demonstrates informational influence as people are uncertain how many are in the jar.