Conformity Conformity majority influence Form of social influence

Conformity

Conformity (majority influence) • Form of social influence Zimbardo ‘a tendency for people to adopt the behaviour, attitudes and values of other members of a reference group’

Social norms • Provide order, prevent chaos • Help us understand others motivates • Make life more predictable • Guides and directs our behaviour

Asch ’ 56

Results… • 32% of trials when confederates lied = gave majority view • 74% of participants conformed at least once

Why conform? Distortion of PERCEPTION Distortion of JUDGEMENT Distortion of ACTION

Conclusion • Size of majority • Non-unanimous majority (confederates gave different answers) • Mode of response • Difficulty of the task

Evaluation 1. Lab experiment not real situation (not ecologically valid) 2. USA 1960’s – same here and now? Nicholson ‘ 85 3. Cultural differences (collectivist/individualist) Conform collectivist 4. Is it really a majority influence study? 32%

Zimbardo ’ 73 Cut short after 6 days (intended to last 2 wks)

Evaluation: 1. Did the end justify the means? 2. Opened our eyes to human capabilities 3. So realistic it led to extreme distress 4. Could never be replicated today!!!

Why do we conform? 2 main reasons Normative influence Informational influence So others will approve & accept us We look to others to provide info What happens when we not accepted? Happens in novel Situations Alter behaviour to fit expectations of others example…

Turner ‘ 91 2 types of social influence Public compliance Private acceptance Going along with it even though you secretly don’t approve of their behaviour or Internalisation/Conversion attitudes others because you believe they are right Act in the same way as Longer lasting & powerful

Other factors that affect conformity • Social support • Group identification • Personality • Gender