Outline - cultures can be divided into two types, individualist and collectivist. Individualist = focus on individual identity, reaching own personal goals and dealing with consequences of own behaviour. Collectivist = focus on group identity, what is best for the group instead of the individual.
Conformity - research suggests members of collectivist cultures are more likely to conform. Sundberg et al found that high school pupils in USA, an individualist culture, were less likely to conform in comparison to their Indian counterparts, collectivist culture. Suggests members of individualist cultures find it easier to resist conformity and take part in independent behaviour. Evaluation- distinction between two types of culture is broad, plus cultures can change over time. During Vietnam War Larsen et al found much lower conformity levels than Asch did in his study in the 1950's.
Obedience- Milgram found in the US 35% of pps were disobedient. several researchers have replicated the experiment in different cultures and have found different results. Kilham and Mann found a much higher rate of disobedience in Australia, (84% in females, 60% in males). Evaluation- difficult to draw conclusions as pps may have already heard of Milgram's work. Samples also different in terms of age and education.
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