Explanations of Conformity

Explanations of Conformity

Normative Social Influence - It is possible to go along with the majority without really accepting their point of view. This type of conformity is usually referred to as 'compliance'. As humans are a social species, they have a fundamental need for social companionship and fear of censure and rejection. It is this that forms the basis for normative social influence, i.e. to gain approval and acceptance, to avoid censure and disapproval or to acheive specific goals. An important condition for normative influence to occur is that the individual must believe they are under survelliance by the group. When this is the case, people tend to conform to the majority position in public but do not necessarily internalise this view as it does not carry over into private settings nor does it endure over time (Nail, 1986).

Informational Social Influence - Informational influence occurs when an individual accepts information from others as evidence about reality. As well as having a need to be accepted, human beings also have a need to feel confident that their perceptions and beliefs are correct. Initially, individuals may make objective tests against reality, but if this is not possible they must rely on the opinions of others. Informational influence is more likely if the situation is ambiguous or where others are experts. As a result, the individual does not just comply in behaviour alone but also changes their behaviour in line with the group position. Because this involves changing both public and private attitudes and behaviour, this is an example of internalisation.

Evaluation 

Research support for Normative influence (A03)

Us research has supported the important role played by people's normative beliefs in shaping behaviours such as smoking and energy conservation.

Linkenbach and Perkins found that adolescents exposed…