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Conform Individual chooses a course of
action that is favoured by a
majority or group members
which is socially acceptable.

Deviating Individual choose to behave in a
way which is not socially
acceptable or majority group
appear not to favour.

Compliance Going along with others to

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Practical value
highlighted role of
normative social
influence in bullying
Garandeau and
Cillessen 2006
groups with low quality
interpersonal friendship
may be manipulated by
a bully so victimisation
becomes a common
goalcausing pressure
for members to comply
Asch's study may lack

Informational Individuals go along with others

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Simpler perceptual
task involving
participants comparing
three different lengths
to a standard line.
Control group of 36
participants were
asked to judge line
lengths individually
79 confederates
seated around a table
asked to judge line
length individually,
participant last/last but
Confederates were told
to give unanimous
wrong answers on…

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using a ambiguous
128 naive female
participantstested for
good eyesight
Six at a time were
asked to name
coloured slides 36
slides varying in
Control group tested to
see what colour was
chosen in the absence
of social influence
Consistent Condition 6
asked to name colour

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Where there is
agreement among
members of the
minority group

Conversion Moscovici's explanation of
conformity to minority influence
Theory base don idea that if an
individual is exposed to an
attitude that is contradictory to
a currently held argument
creating conflict.
Assumes individuals
are motivated reducing
conflict leading to…

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more influence when
responses are made in
private? Both groups
can lead to

Social Impact Latane and Wolf 1981 ­
developed theory to explain
Theory why people conform in some
situations and not others both
minority and majority influence

Several principles
Number the more
people present the
more the…

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Minority Twelve Angry Men
Clark 1994 looked at
Influence social influence in jury
research setting. Participants
(students) read
transcript of arguments
presented in the film
Twelve Angry Men.
One member of jury
believed defendant was
not guilty of murder
which slowly changes
the minds of others as
the member held…

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Milgram 1963 Aim
Investigate how far
Study ordinary people go in
obeying orders of an
authority figure which
involved inflicting harm
on another person
Took place in a lab at
40 American male
volunteers told they
were taking part in an
experiment on
punishment and

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5 stopped at 300 volts

Study lacked
ecological validity
r relationship unlikely
Not possible to
generalise reflect
done in limited time in
lab setting
Unethical distress
ally ­ no informed
consent deception
right to withdraw(Verbal

Difference Conformity Obedience
Regulates behaviour Occurs within a

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Increasing the teacher's Teacher has more control over Obedience decreased to
discretion the experiment 2.5%
shock delivered was
left to teachers

Context altered Authority not shown as lab coat Obedience decreased to
Location of experiment not worn which makes it 47.5%
moved to a run down informal in its…


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