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SPECIFICATION BREAKDOWN
 Types of conformity, internalisation, identification and compliance. Explanations for
conformity: informational and normative social influence and variables affecting
conformity including group size, unanimity and task difficulty, as investigated by
Asch

Conformity to group roles, as investigated by Zimbardo

Explanations for obedience: agentic state and legitimacy of authority and situational
variables affecting obedience including proximity, location and uniform, as
investigated by Milgram. Dispositional explanation for obedience: the Authoritarian
personality

Explanations of resistance to social influence, including social support and locus of
control

Minority influence including reference to consistency, commitment and flexibility

The role of social influence processes in social change
www.aqa.org.uk
1
Which of the following would you do in public? Answer yes (Y) or no (N). Think about
your REASONS for your answers and be prepared to explain why to
the class.
1. Spit on the floor.
2. Belch loudly at the dinner table after you finish eating your meal.
3. Take a gift to someone’s house if they invited you for dinner.
4. Wear your shoes inside a house / school / restaurant.
5. Argue about the price of food at a market.
6. Tell someone if you like a piece of furniture or an ornament in their house.
7. Throw litter in the street.
8. Smoke inside a bar or restaurant.
9. Smoke in the street.
10. Wear a bikini to the beach.
11. Talk on your mobile phone on the train.
12. Cross your legs when sitting on a bus or the train.
13. Talk when your teacher is talking.
14. Look at the floor when someone is speaking to you.
15. Give up your seat for an elderly person or pregnant woman on the train.
This activity shows us that how we behave is governed strongly by social influence and social
norms.
Social norms:
Social psychologists are interested in the social world; what takes place between people. We tend
to think that we act as we choose to and do not think about or appreciate the strong and hidden
influence other people may have upon us.
Think of three ways in which you may conform in everyday situations:
1.
2.
3.
2
Types of conformity (Kelman, 1958)
Majority influence
When a person changes
their attitudes, beliefs
and actions in order to fit
in with a larger group
Conformity
The tendency to change
what we do (behaviour)
or think or say (attitudes)
in response to the
influence of others or
social pressure. This can
be real or imagined.
Compliance
The person conforms
publicly to the views or
the behaviour of the
group but continues to
privately disagree
Identification
The individual is exposed
to the views of others
and changes their views
publicly and privately to
fit in with them. This
belief/behaviour may be
temporary
Internalisation
The views of the group
are internalised and
taken on at a deep and
permanent level and
become part of the
person’s own way of
viewing the world
Think of three real life examples to illustrate each of these concepts:
1.
2.
3.
3
Sherif (1935)
A
To investigate whether people use the behaviour of others to decide what
to do, especially when they are unsure about how to act.
P
F
C
Evaluation
1. ________________________________
The autokinetic effect only gave the impression that the light had moved. Although Sherif told his
participants he was going to move the light, he didn’t. As there was no ‘correct’ answer to the
‘test’ participants were uncertain and may have looked to each other to agree an on answer,
making them more reliant on the group for answers.
What type of conformity is this?
2. ________________________________
Sherif deceived his participants as he told them they would see a moving light and this was not
true. This could have placed stress on the participants as they tried to find a solution that did not
exist. Therefore he did not protect his participants from psychological harm.
3. ________________________________
Where did this experiment take place?
Does this experiment reflect real life?
Could it be applied to life outside this setting?
4
Rewrite these three evaluation points using the PEE formula. This will help you to
structure your evaluation paragraphs more effectively for the exam.
1.
2.
3.
Asch (1956) had noted the research by Sherif and wanted to set up a situation where there was a
clear, right answer to a simple task.
A
Asch wanted to find out if people would conform when a clearly wrong
answer was systematically given by other group members.
P
F
C
5
Evaluation of methodology


Factors affecting conformity - variations on Asch’s original study
1. Task difficulty
2. The size of the majority
3. Unanimity of majority
Asch’s research demonstrates the importance of compliance and how many people will agree with
others outwardly but inwardly disagree. However, variations of Asch’s study show that certain
factors influence conformity rates and in further evaluation of Asch’s research we will see how
time and culture may impact upon how likely we are to go along with the majority.
6
Application of knowledge
For each example, identify the type(s) of conformity that are happening. You should try to
explain your answers.
Sam has just started work in an office. On his second day there, his colleagues had a discussion about
asylum seekers coming to the UK. His colleagues thought that they received favourable treatment
from the government and that this should stop. Sam doesn’t agree with this view, but when he was
asked what he thought, he said that his colleagues were right.
Type of conformity and justification:
Parvinder is a police officer. Her friends have remarked that when she is off-duty, she is a
relaxed and easygoing person but when she is in uniform she becomes much more serious
and authoritative. In fact, it’s almost like she were two different people.
Type of conformity and justification:
Emma is a student. When she first went to university, she made
group of students who were passionate about animal rights. At the
didn’t have very strong opinions on animal research but over the past
has become very much against it. Now she has left university she has
campaign against animal research and has started attending public
with her friends.
friends with a
time, Emma
few years she
joined a
demonstrations
Type of conformity and justification:
It is Jim’s first day of college but he has arrived late and missed the part where a lecturer told all the
students what they should do during induction. He sees a group of students filing off towards a
corridor and decides to follow them.
Type of conformity and justification:
When you finish:
Think up three real-life examples of conformity of your own. You could invent them or
perhaps draw on your own experiences. Each example should illustrate a different type of
conformity and explain what it is and why.
7
Review: Match the key terms (1 - 9) to the definitions (a – i) below.
Key Term
Definition
1.
Conformity
a) An experiment investigating conformity in an unambiguous
situation.
2.
Compliance
b) This takes place when a person changes their attitudes, beliefs or
actions in order to fit in with a large group.
3.
Internalisation
c) An unwritten rule about how to behave in a social group or situation
that members accept as correct.
4.
Identification
d) This is when an individual accepts influence because they hope to
achieve a favourable reaction from those around them. An attitude or
behaviour is adopted because of the rewards or approval associated
with it’s adoption.
5.
Social norms
e) An experiment using a visual illusion to assess conformity levels.
6.
Majority Influence
f) The most permanent form of conformity. The group opinion or
behaviour is accepted as a belief of the individual and becomes part of
their own thinking.
7.
Confederates
g) A form of social influence that results in a change in what we do
(behaviour) or think and say (attitudes) in response of others or social
pressure. This pressure can be real or imagined.
8.
Asch’s study
h) Non participants working for the experimenter who have been
briefed to answer in a particular way.
9.
Sherif’s study
i) When an individual might accept influence because they want to
establish a relationship with another person or group. By adopting
their attitudes and behaviours they feel more a part of the group.
8
Fill in the evaluation points for Asch’s study using the notes on the next page.
Evaluation point
Research to support evaluation point
Social climate
The nature of the task
Culture
Ethics
Debate:
Has research supported the view that the majority exerts a significant degree of
influence over the individual?
9
Evaluation of Asch’s study
Social climate
It has been argued that the high levels of conformity in Asch’s experiments reflect the
norms of American society at that time. The 1950s was a time of high conformity in the US
as the Cold War with the Soviet Union was just beginning and activities regarded as ‘unAmerican’ were frowned upon and even discouraged. People were very concerned about
stepping out of line and appearing to be different.
Perrin and Spencer (1981) used a similar set-up as Asch and found virtually no conformity
in British university students, suggesting that the changed social climate of the 1980s did
less to encourage conformity than the 1950s in the US.
However, the Perrin and Spencer study has been criticised on the grounds that it used
engineering students as participants – people who are likely to make exact measurements
and are therefore less susceptible to social influence in these circumstances.
The nature of the task
Crutchfield (1955) thought that the degree of conformity found in the Asch studies was a
result of the procedures used. That is, the closeness to others in the line decision task
exaggerated the degree of conformity. He tested this idea by asking the Ps in his study to
engage in Asch-type tasks while sitting in separate booths. Ps were required to respond to
stimulus material by flicking a switch to represent an answer. Conformity was encouraged
by giving Ps what they thought were the responses of Ps in other booths – in reality, all Ps
received exactly the same information – it was not related to the responses in other booths
at all. Crutchfield found lower levels of conformity than those found by Asch.
Allen and Levine (1968) suggested that conformity varies according to whether Ps are
required to respond to objective or subjective stimuli. Crutchfield found that Ps were less
affected by the majority when the task involved expressing a political opinion (subjective)
as opposed to a line judgement (objective).
However, it could be that the artificiality of the situation rather than the style of question
might contribute to variations in conformity.
Culture
Given that the social norms vary from culture to culture, it might be expected that the
value placed on conformity might also vary according to culture. Smith and Bond (1996)
compared 133 Asch-type conformity studies conducted in 17 countries and found that
although conformity was, on average, lower than in the Asch studies, rates of conformity
were not significantly different. They also suggested that variations in conformity between
cultures depend on whether the culture is collectivist or individualist. Individualistic cultures
tend to emphasise individual success and achievement and the pursuit of personal goals.
Collectivist societies tend to be more family and community-based, where the actions of
the group are seen as more important than the individual. Collectivist societies occur most
frequently in Asia, Africa and Latin America. The strong identity in these societies
encourages a more conformist attitude.
10
Ethics
Although the Ps were not actually physically harmed in any way, it is possible that their
participation did leave them feeling a little misled, and this may have annoyed or upset
them. In addition to this, the Ps may have felt pressurised to respond in a certain way. It is
possible then, that they may have had an argument for being psychologically harmed in
some way.
Bogdonoff et al (1961) show raised blood pressure and increased heart rate in Ps involved
in a study using an Asch-like procedure. In addition to this, the Asch procedure necessarily
involved a level of deception. Because of this, Ps were unable to give informed consent.
11
Explanations of conformity

What motivates people to conform in everyday life?

Look at the three different types of conformity and identify the motives for
conforming in different situations.
1.
2.
3.
Deutsch and Gerard (1955) distinguished between informational social influence and
normative social influence. This is known as the dual-process dependency model as they felt
that this distinction was crucial to understanding majority group influence.
Social Influence
Description
Normative social
influence
Informational
social influence
12
Evaluation
You do not need to know this for the exam but can use it as additional description or evaluation of
the above 2 theories of conformity.
An alternative explanation, Social Impact Theory (Latane and Wolf, 1981) assumes that
different sources of influence affect targets (people who may be influenced) depending on certain
critical, interacting factors. Latane refers to social influence as a ‘series of forces operating in a
social field’.
Social Influence
Description
Evaluation
Social Impact
Theory
Fill in the gaps below to provide a brief summary of explanations as to why people
conform.
According to the ___________________________ by Deutsch and Gerard, conformity can be
explained in terms of ________________ social influence (we conform to be certain) and
_______________ social influence (we conform to be accepted by the group).
___________________ social influence is associated with internalisation, whereas
________________ social influence is associated with __________________.
Social impact theory, by _____________________________, argues that _______________,
__________________ and _________________interact to create social influence.
13
Evaluation of explanations of conformity
Fill in the gaps in the text below to provide examples of well-written evaluation points
for the explanations of why people conform to the majority.
Normative social influence
A strength of the theory of normative social influence in explaining conformity is that it is
supported by ____________ evidence. For example, __________, in his studies of conformity,
found that the main reason that people followed the majority was because they wanted to
___________ with the group. This suggests that normative social influence is a valid theory of
why people conform, as it states that people conform _____________ but not privately to be part
of a social group.
A further strength of the theory of normative social influence in explaining conformity is that it has
_____________ applications. For example, Linkenbach and Perkins found that a USA
_____________ aimed at 12-17 year-olds which portrayed the message that most children in their
age group did not smoke significantly reduced the number of non-smokers who started smoking
(as they wanted to fit in with the ____________). This shows that the explanation of normative
social influence has ___________ in tackling anti-social behaviour such as smoking and alcohol
abuse.
validity
publicly
research
practical
fit in
majority
campaign
Asch
Write another paragraph on how the theory of normative social influence could
change behaviour in a positive way (using page 166 of your textbook).
Informational social influence
A strength of the theory of informational social influence in explaining conformity is that it is
supported by ____________ evidence. For example, __________, in his studies of conformity,
found that the main reason that people followed the majority was because they wanted to use the
group for information as they genuinely believe them to be __________. This suggests that
informational social influence is a valid theory of why people conform, as it states that people
conform because they ____________ the attitudes and behaviour of the group.
research
Sherif
internalise
14
right
Write another evaluation paragraph evaluating both explanations of conformity
(normative and informational) with an alternative explanation of why people may
conform.
15
Review: Read the information carefully and (i) check whether the statements below
are true (T) or false (F) and (ii) match each statement to a theory. If the statement is
false (F), correct it.
Q
Statement
1
An example of informational social influence is bullying.
2
Normative and Informational social influence see the choice to
conform as a rational process (the person weighs up the
information given to them and the need for approval).
3
Latane and Wolf identified 2 separate factors that affect the
amount of influence people have.
4
Normative social influence ignores why people conform to
group norms, even when the group no longer exists.
5
The 9/11 bombings would be an example of when people
conformed to normative influence.
6
Asch’s conformity experiments provide support for the
normative social influence explanation.
7
Normative social influence states that the group has the power
to punish and exclude those who do not fit in.
8
According to Latane and Wolf, people are either sources or
targets.
9
Normative Social influence occurs when you take on the
majority point of view publicly and privately.
10 People are less likely to conform when the situation is clear,
according to informational social influence theory.
11 Social Impact theory states that the more important a person is
(i.e. in status or expertise), the more influence they will have.
12 Research into conformity illustrates the changes in methods
and approaches to social psychology over the last 30 years.
13 The need for social acceptance forms the basis of normative
social influence.
14 Sherif’s study is an example of informational social influence.
15 Latane and Wolf believed that the more people in a group
situation the less pressure and influence the group will have on
the individual.
16 Informational social influence is when people conform because
they are unsure of what to do and have the need to be right.
16
T
F
Review: Spot the ten deliberate mistakes in the text outlining explanations of why
people conform.
Normative social influence
It is possible to behave like the majority without really accepting its point of view.
Psychologists have called this type of conformity internalisation. A majority may
be able to control other group members by making it difficult for them to deviate
from the majority point of view, and thus exerting pressure on them to obey. Going
against the majority is easy, as demonstrated by Asch’s study where participants
clearly felt uncomfortable deviating from the majority position. Humans are a
social species and have a fundamental need for social companionship and fear of
rejection. It is this that forms the basis for normative social influence.
Informational social influence
In some cases individuals go along with others because they genuinely believe
them to be right. As a result, we don’t just comply to behaviour alone, but we also
change our point of view in line with the position of those influencing. Because
this involves changing both our public and private attitudes and behaviours, this is
an example of compliance. Informational social influence is most likely when:



The situation is unambiguous – i.e. the right course of action is not clear.
The situation is a crisis – i.e. rapid action is required.
We believe ourselves to be experts – i.e. we believe that we are more likely
to know what to do.
Social Impact Theory
Latane (1981) developed a theory to explain why people conform in some
situations but not in others. There are several principles included in this
explanation:



Number – the more people present, the more influence they will have on an
individual. However, the rate of increase in impact grows less as each new
individual is added. For example, Asch found that conformity rates rose
dramatically up to three or four, but not much beyond that size.
Strength – the more important the people are to the individual, the more
influence they will have. For example, in Perrin and Spencer’s research,
when the majority were probation officers and the individual was someone
on probation, conformity rates were relatively low.
Immediacy – each individual can influence others; but the more people are
present, the less influence any one individual will have. Thus, we are more
likely to listen attentively to a speaker if we are in a large group than if we
are in a small group.
17
Exemplar essay question: fill in the gaps.
Outline and evaluate explanations of conformity. (12 marks)
Normative social influence says people conform because they feel they need to be ____________ and
belong to the group. They accept the majority view publicly but __________ they disagree – this type
of conformity is ______________. The majority control the other group members and use the fear of
rejection to get others to conform. This is because humans are a social species and need
companionship and are afraid of ______________.
Research to support this explanation comes from ________ experiment, where participants knew the
group was wrong privately but chose to conform in order to be accepted. This suggests that
______________ social influence is a valid theory of why people conform as it states we conform to
be part of a social group, not because they believe the group to be right.
On the other hand, in real life they aren’t part of that social group so don’t fear rejection, so factors
other than the __________ may influence conformity.
Another explanation of why people conform is informational social influence, where the individual
changes their opinion both publicly and privately, which is described as ________________. They do
this as they believe the group are right. Conformity tends to increase when the situation is
________________, in matters of crisis or if they feel others are better ___________ to make
decisions.
Fein et al found that participant’s opinions of political candidates in a debate were influenced by the
reaction of other participants. They observed the views of others, and changed their opinions
accordingly, which supports the idea that informational social influence plays a role in influencing
people if they’re _____________ about what they believe.
______________ research also supports this theory as he found that the main reason people followed
the majority was because they wanted to use the group for _________________ as they genuinely
believed them to be right. This shows that the theory of informational social influence is a valid theory
of why people conform as individuals follow the group because they internalise the attitudes and
behaviours of that group.
A final explanation is social impact theory, which claims that majority influence can be divided into
people who are sources or targets. The amount of influence depends on: Numbers – as the number of
people increases, so does the majorities’ influence, until it reaches four people. ______________ – the
more important the people in the group are perceived to be by the target, the more influence they
have on that individual.
Immediacy – the closer the source, either psychologically, physically or socially, the more influence
they have on the individual.
Hart et al conducted a study where participants had to rate applicants to a university, and found that
participants were most influenced by immediacy as they were more influenced when the confederate
was closer in distance. Participants were more influenced by an ___________ confederate, but only
when they were further away, which suggests immediacy does affect conformity.
group
rejection
qualified
internalisation
privately
information
normative
accepted
compliance
Sherif’s
expert
Asch’s
unsure
Strength
ambiguous
18
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