1. Conformity

2. Conformity (majority influence) Form of social influence Zimbardo ‘a tendency for people to adopt the behaviour, attitudes and values of other members of a reference group’

3. Social norms Provide order, prevent chaos Help us understand others motivates Make life more predictable Guides and directs our behaviour

4. Asch ’56

5. Results… 32% of trials when confederates lied = gave majority view 74% of participants conformed at least once

6. Why conform? Distortion of PERCEPTION Distortion of JUDGEMENT Distortion of ACTION

7. Conclusion Size of majority Non-unanimous majority (confederates gave different answers) Mode of response Difficulty of the task

8. Evaluation 1.Lab experiment not real situation (not ecologically valid) 2. USA 1960’s – same here and now? Nicholson ‘85 3. Cultural differences (collectivist/individualist) Conform collectivist 4. Is it really a majority influence study? 32%

9. Zimbardo ’73 Cut short after 6days (intended to last 2wks)

10. Evaluation: 1.Did the end justify the means? 2.Opened our eyes to human capabilities 3.So realistic it led to extreme distress 4.Could never be replicated today!!!

11. Why do we conform? 2 main reasons Normative influence Informational influence So others will approve We look to others to & accept us provide info What happens when we Happens in novel not accepted? Situations Alter behaviour to fit example… expectations of others

12. Turner ‘91 2 types of social influence Public compliance Private acceptance Going along with it Internalisation/Conversion even though you secretly don’t approve of their behaviour or Act in the same way as attitudes others because you believe they are right Longer lasting & powerful

13. Other factors that affect conformity Social support Group identification Personality Gender