AQA A LEVEL Psychology: Social Influence Notes. Outline informational social influence as an explanation for conformity (4 marks)
Explain two differences between informational and normative social influence (4 marks)
Evaluating Conformity
Research has supported the influence of normative bel...
,Chapter 1 – Social Influence
Social influence is the process by which an individual’s attitudes, beliefs or behaviours are
modified by the process or actions of others
Types of Conformity
Conformity is a type of social influence; it can be defined as a change in behaviour or
belief as a result of real or imagined group pressure
When someone conforms, they choose an action that is favoured by the group majority
There are 3 types of conformity: compliance, identification, internalisation
Compliance
Compliance is when an individual is exposed to the views / actions of a majority, they
engage in social comparison
This is a short term change and will only last as long as the individual in that situation
This results in public compliance, without private attitude change
One reason for this is because fitting in which the majority is seen as desirable
Compliance generally happens when subconscious
A person may laugh at a joke because their group of friends find it funny but deep down
the person doesn’t find it funny
What do psychologists mean by compliance? (2 marks)
Identification
Identification is when an individual adopts an attitude or behaviour because they want
to be associated with a particular person or group
The change is likely to last as long as the individual is with the group
Identification generally happens consciously
A child may start smoking because ‘that’s what all cool kids do’ and they want to be seen
as one of these ‘cool kids’
Explain what psychologists mean by identification (2 marks)
Internalisation
Internalisation is when an individual is exposed to the views of a group, they validate or
examine their own beliefs
When examining the group’s position, they may convince themselves that the group is
right and their own viewpoint is wrong
This is a long-lasting change and will continue outside of the group situation
This leads to public and private acceptance of the group’s beliefs
Internalisation can be either conscious or subconscious
If someone lived with a vegan at university and then decides to also become one too
because they agree with their friend’s viewpoint
Outline one difference between internalisation and identification as types of conformity (2)
, Explanations For Conformity
Deutsch and Gerald (1955) developed a two-process theory to explain two main reasons
why people may conform: two central human needs
Normative Social Influence (NSI)
This refers to instances where someone conforms in order to fit in and gain approval or
avoid disapproval from other group members
This explanation is based on the belief that human beings are social species, and
therefore have a fundamental need for this social approval
For NSI to occur, the individual must believe they’re under surveillance by the group
This results in public conformity, without changing their private beliefs (i.e. compliance)
Checking what your friends are wearing before meeting up so you can dress similarly
Using an example, explain what is meant by ‘normative social influence’ (3 marks)
Informational Social Influence (ISI)
This refers to instances where people conform because they are uncertain about what
to do in a particular situation, so they look to others for guidance
This explanation is based on the belief that people have a desire to be correct
During an uncertain situation, people will look to the behaviour of others for answers on
how to act correctly
This type of influence is a cognitive process because it is to do with what you think
It therefore leads to a permanent change in behaviour or opinion (i.e. internalisation)
If someone was in a posh restaurant for the first time, they may not know which fork to
use, so they might look to a nearby person to see which fork to use first
Outline informational social influence as an explanation for conformity (4 marks)
Explain two differences between informational and normative social influence (4 marks)
Evaluating Conformity
Research has supported the influence of normative beliefs on behaviour
Some participants in Asch’s (1951) experiment said they conformed because they felt
self-conscious giving the correct answer and they were afraid of disapproval
When participants wrote their answers down, conformity fell by 12.5%
This is because giving answers privately meant there was no normative group pressure
This shows that at least some conformity is due to a desire not to be rejected by the
group for disagreeing with them
Therefore showing that people shape their behaviour out of a desire to fit in with a
reference group
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