Social Influence - Conformity Key Studies
Aim: To demonstrate that people conform to group norms when they are put in an unclear situation.
Method: Sherif used the autokinetic effect (made a spot of light appear to move, even though it didnt). He discovered that participants judgements varied considerably when on their own, Sherif then put them in groups of three , two of which had similar judgements.
Results: Sherif found that over numerous trials the group converged to a common estimate, showing the person whos estimated was greatly different conformed to the groups view.
+ Lab experiment (all variables can be controlled, any effect on DV caused by IV)
- Paricipants were being asked to judge if something was moving when it wasnt, answer was not obvious, meaning not standing out may have not been the only reason to conform
- Experiment created an artificial situation causing a lack of ecological validity