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Social influence…read more

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There are two types of conformity:
· Compliance- when someone conforms publicly but
disagrees privately.
E.G when a person who doesn't like football says they do
to fit into the group.
· Internalisation- when the person conforms publicly
and privately . They accept the groups views.
E.G when someone who is with a group who is against
animal cruelty listens to them and also beliefs that animal
cruelty is bad and accept s and agrees to the groups
views and beliefs and makes it their own.…read more

Slide 3

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Explanations of conformity
Explanation of compliance:
Normative social influence ­ when the person
conforms to fit into the group because they dopant
want to appear foolish and have a desire to be liked.
Explanation of internalisation:
Informational social influence- when the person
conforms because they are unsure of the situation
and look for others for advice. They have the desire
to be right.…read more

Slide 4

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Sheriff's study- internalisation
Aim ­ demonstrate that people can conform when they are put under a unclear
situation and therefore look to others for guidance.(internalisation)
He did a lab experiment using a auto kinetic technique( this is where a small
spot of light is projected onto a dark room and it appears to move even though
it is not moving.
The participants were first tested alone , then they were tested in groups of
three. Each person had to say aloud how far the light moved.
Results- sheriff found that the groups agreed on a common number and the
person whose estimate was the most different to the others , changed their
view to match the group.
Conclusion- this shows that in a ambiguous situation people will look to others
for guidance( informational social influence is more likely to occur)…read more

Slide 5

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Asch's study- compliance
Aim- to investigate the extent to which social pressure from a
majority group could affect a person to conform(compliance).
Asch used a lab experiment and a line judgment task. He put a naive
participant in a room with seven confederates. The real participant
was believed to think they were real participants. Each person in the
room had to state aloud which comparison line was most like the
target line . The answer was always obvious. There were 18 trails in
total and the confederates gave the wrong answer in 12 trails.
Results- 32% conformed on all trials but 72% conformed on at least
one trial. An interview with the participants showed that they
conformed to fit in with the group and not appear foolish.
Conclusion ­ people conform to not appear foolish and to fit in with
the group.(normative social influence. )…read more

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Evaluation of Sherriff and Asch
advantages disadvantages
Sheriff and Asch's study have been supported by Jennes Demand characteristics ­reduces internal validity as
and Fien. Which increases the reliability of their studies participants may have guessed the aim and changed their
They did a lab experiment ­ which controls extraneous No population validity because the study was mainly
variables and increases the reliability of their studies. done on Americans therefore it cannot be representative
of other populations. Plus the studies were done on
males so it cannot be generalised to females reducing
their reliability and validity.
A lab experiment has low ecological validity
The task is not something you come across in everyday
life therefore it unreliable as it is not a valid
representation of the real world.
Ethical issues such as deception ­use of confederates and
there was no informed consent.…read more

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