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Normative and informational social
influence
Normative social influence
· Leads to compliance
· We comply to be the same as the rest of the group as
this makes it more likely we will be liked by the rest
of the group and not rejected by them (comply to be
normal)
Informative social influence
· Leads to internalisation
· We comply as we think the majority's opinion is more
accurate than our own. We don't know what to do so
we get information from the majority which changes
our thought about the situation…read more

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Normative and informational social
influence- evaluation
· Supported by evidence from Asch study- as
afterwards participants said they conformed due to
them thinking that their eye was deceiving them and
that they must be wrong (informational social
influence leading to internalisation) or that they didn'
t want to look different (normative social influence
leading to compliance)
· Duel process model suggests we conform due to
normative OR informational social influence, but
psychologists suggest both of these work together to
cause conformity…read more

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Normative and informational social
influence- evaluation
· Explanations are too simplistic- as they don't explain
how levels of conformity are influenced by factors
such as gender, group size and culture…read more

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Social impact theory
Suggests we are more likely to obey if we:
· Are close to the majority or if we have just been
with the majority (immediacy)
· Respect the individuals in the majority or if the
majority are consistent in their message (strength)
· Spend a long time with the majority or if the
majority consists of more than 3 people (number)…read more

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Social impact theory- evaluation
· Supported by evidence- Milgram and Bickman- found that
as the number of confederates staring at a 6th floor
window increased, more passers by stopped to stare with
them. 4% passers by stopped and stared if one
confederate was staring but 40% of passers by stopped
and stared if 15 confederates were staring. This supports
the number aspect of social impact theory
· Supported by evidence- zoo experiment- found that when
people were asked to not lean on the railings, as time
increased less people complied with the request, and as
the number of people leaning on the railings increased,
they were less likely to obey the order not to lean on the
railings. This supports the number and immediacy aspects
of social impact theory.…read more

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