1. Conformity

2. On Post-its What is Social Influence?

3. Conformity: The tendency for people to adopt the behaviour, attitudes and values of a reference group Majority influence The opposite of deviation

5. Compliance is the most superficial type of conformity The individual conforms publicly to avoid social disapproval, but maintains their own private opinion They therefore revert to their former behaviour/attitudes once they have left the situation Examples?

6. Laughing at a joke you don’t find funny Going outside to smoke because nobody else in the house is smoking Wearing a dinner suit to a formal occasion

7. This is where the individual adapts their behaviour because they value membership of the group It is a deeper level of conformity than compliance The individual maintains the behaviour/attitudes of the group even when they away from the group However, it is still a temporary change, as they are likely to revert back to their old behaviour/attitudes when they leave the group

8. Joining a gang Becoming a goth Joining a yoga club

9. This is the deepest level of conformity and is sometimes referred to as ‘true conformity’ It represents a permanent change in the individual’s behaviour/attitudes and results from the views being internalised (taken as one’s own) In other words, the individual shows conformity to the group because he/she genuinely agrees with their views This results in both a public and private change in behaviour and/or attitudes

10. Adopting a religion Becoming a vegetarian Joining a human rights organisation

11. Types of Conformity (Kelman, 1958): Compliance Identification Internalization Stronger Weaker

12. Sticking to the Speed Limit Some people conform because they do not want to get a fine Some people conform because it is expected of them in society and others stick to the speed limit Some people conform because they think it is right to have a speed limit Compliance Identification Internalization

13. Tell the person next to you An example of when you have conformed Was this…. Compliance Identification Internalisation

14. Why do we Conform?

15. Normative vs Informative Normative Influence is conformity based on one's desire to fulfill others' expectations and gain acceptance (Myers, 2009). To be liked Informational influence is conformity under acceptance of evidence about reality which has been provided by others (Myers, 2009). To be right

16. How many sweets in this jar? On your whiteboards

17. Sherif et al 1935 https://www.youtube.com/watch?v=TrNIuFrs o8I

18. Sherif (1935) Used the auto-kinetic effect First asked individual participants to judge how far the light moved on a number of trials Each individuals estimates - stable but considerable variation between individuals Next asked groups of 3 participants how far the light moved Judgements converged until a group norm emerged They objected the idea of group influence But when asked individually answers close to the group norm were given What is a major flaw in this experiment? Validity?

19. Problems with Sherif The Answer was not obvious How can we then determine is social influence took place? Maybe they just changed their answer cause they did not know? Low Internal validity

20. Unambiguous situations: Pretty obvious? In an unambiguous situation, the answer is obvious Opposite to an ambiguous situation, when the answer is not clear

21. Plenary Summarise Sherif in three to four sentences