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Defined as the process by which an individual's attitudes, beliefs or behaviours are
modified by the presence or action of others.
The process of yielding to majority influence. E.G- a response to social influence this change
in behaviour could be down to real or imagined pressures or could be down to your
reference group, such as the ones that are most likely to influence you.…read more

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Based on our desire to be right. We look at others we believe to be correct to give us
information about how to behave in situations we're not sure about, especially if it is a new
situation.…read more

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Based on our desire to be liked. We conform because we think others will like and accept us.
Publicly we go along with an opinion but privately we keep our own opinion.…read more

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Need for certainty
Subjective uncertainty
Comparison with others
Need for information to reduce uncertainty…read more

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Conflict between own and others' opinion
Power of others to reward/punish
Need for acceptance/ approval of other
Asch 1951 ­ Comparison of Lines Experiment
Evaluation ­
Lacked external validity, this situation was artificial and unlikely to occur in everyday life, therefore, the participants acted in a different way to
how they would usually act and the results could not be generalized to the real world. There is vast cross-cultural support from further similar
studies.…read more

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Conclusion ­
Case of normative social influence.
Findings ­
In the control group 35 of the PPs made no error, 1 made a single error. Only 0.7% of the judgements were incorrect. In the experimental
group 37% of the judgements were incorrect. Of the 125 PPs, only 25% gave the correct answer every time, compared to the 95% result from
the control group.
The PPs were presented with an unambiguous task, a line judgement task.…read more

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Mentally and physically healthy male university student participants were divided randomly into 2 groups of prison officers and
prisoners. The 'prisoners' were arrested at their homes and taken to a police station. From there they were placed in a prison cell, the
basement of Stanford University, and locked up for 24 hours a day whilst the officers patrolled in 8 hour shifts.…read more


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