A desire to be liked, fit in with a group, to be accepted in the majority. This is a SHORT TERM CHANGE IN BEHAVIOUR. Changes only occur in front of this group (public change)
STUDY:
Asch - Someone saying the obviously wrong answer to be like everyone else
WHAT TYPE OF CONFORMITY COULD IT LEAD TO?
Complicance - it's only a short term change
EXAMPLE:
Friendship groups liking one thing, so someone will go along with the group pretending to like it too.
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Informational Influence
DESCRIPTION:
A desire to be right. A LONG TERM CHANGE IN BEHAVIOUR. Changes even occur when away from the group (privately).
STUDY:
Jenness - Jelly Bean guessing, hoping to be correct.
WHAT TYPE OF CONFORMITY COULD THIS LEAD TO?
Internalisation - as they believe the answer to be correct
EXAMPLE:
Pub quizes, where someone doesn't know the answer but will take other people's answers as 'right'
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Social Identity Theory
DESCRIPTION:
Desire to belong to a group. This leads to a sense of belonging and significant difference bwteen other groups. LONG TERM CHANGE IN BEHAVIOUR.
STUDY:
Zimbardos - A clear destinction between prisioners and guards.
WHAT TYPE OF CONFORMITY COULD THIS LEAD TO?
Identifiation - you personally believe the group's valuses and attitudes to be correct and you follow them privately without the group.
EXAMPLE:
Sport Fans truly believe their team is the best in the world.
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