· Asch conformity studies
· Normative social influence (the need to be liked)
· Informational social influence (the need to be right)
· Hastie et al (1983) 86% of the time the verdict given was the view of the majority prior to deliberation
· Smith and Mackie (1995) majority influence is affective due to varied opinions, deeper discussion and greater confidence
· Hinsz and Davis (1984) more varied opinions allowed a greater shift in ideas
· Stasser and Stewart (1992) positive evaluation in deeper discussions made participants focus on shared information and exclude information which had not been shared
· Myers and Kaplan (1976) group polarisation occurs in majority influence – risky shift
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