Who argued that there are 2 main reasons for conformity?
Deutsch and Gerrard 1955
What is informational social influence?
The Need to be right
What is normative social influence?
The Need to be liked
What is conformity?
A change in a person’s behaviour or opinions as a result of real or perceived pressure
Who discovered the 3 types of conformity?
Kelman 1958
What is some research for ISI?
Lucas et al 2006
What did Lucas et al 2006 do?
Asked students to answer math questions. Difficult questions led to greater conformity.
What is compliance?
Temporary change in outward behaviour, not personal. Emotional and short term. NSI
What is identification?
Public and private beliefs change for a short period of time. NSI
What is internalisation?
Long term. ISI. Conform internally
What did Schultz et al 2008 do?
The message suggesting that other guests were using fewer towels was the most successful in encouraging others to save energy
What is NSI like?
The Need to be accepted. Avoid social rejection. Emotional. Short term
What is ISI like?
Conform to gain knowledge. Look for an expert. Long term. Cognitive
