Conformity with a Minority

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  • Conformity
    • Social identity theory
      • Hogg (2003)
        • Introduced the sense of belonging to a group
        • Referent informational thoery: The importance of relationships and emotional ties within a group. Conform as gives a sense of belonging
          • Self categorisation: We identify similarities with our 'in group' and see differences with the 'out group'
        • Self categorisation: We identify similarities with our 'in group' and see differences with the 'out group'
        • Research: Rohrer (1952) when asked a year later people still gave group answer rather than individual answer. Shows the power of group influence
        • Hogg and Turner (1987):  we only conform when the majority = in group
    • Minority influence
      • Mosovici (1969): 36 blue slides. Confederates consistent  8% Confederates inconsistent 1.25%
      • Was critised for having low ecological validity
        • Mosovici (1969): 36 blue slides. Confederates consistent  8% Confederates inconsistent 1.25%
        • Clark (1998)Study one: varied counter evidence given. Minority much more convincing with evidence.
          • Mosovici (1980) Built on Kelmans internalisation
            • 1) exposed to contradictory information
            • 2) this creates conflict which leads to close examination
            • 3) could lead to conversion of the minorities viewpoint
            • Power and status may be more influential than number
            • Clark supports Mosovici
        • Clark (1999) Study two: Snowball effect. Pps were more likely to conform when 4-7 defectors
    • Why people conform to the minority
      • Conversion theory
        • Mosovici (1980) Built on Kelmans internalisation
          • 1) exposed to contradictory information
          • 2) this creates conflict which leads to close examination
          • 3) could lead to conversion of the minorities viewpoint
          • Power and status may be more influential than number
          • Clark supports Mosovici
    • Social Impact Theory (Latane and Wolfe)
      • 'Sources' those who provide the influence. 'Targets' those who are influenced
      • Impact depended on  3 factors.
        • 1) Strength: Importance, status, power
        • 2) Immediacy: physical, psychological, social distance.
        • 3) number: people providing influence
        • Evidence: Hart (1999) Strength vs immediacy (4 or 10 ft away)
          • Strength has more of an effect but at 10 ft away
            • Therefore immediacy more play an important part in minority influence

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