5. I. CONFORMITY
I. Conformity:
Tendency to change our behavior/beliefs in ways that are
consistent with group norms
Norms: Accepted ways of thinking, feeling, behaving
Why do we follow norms?
Make life easier
Rewards for following norms
Internalization of norms
6. A. Norm of reciprocity
When someone provides you with a benefit, it is appropriate for
you to return the favor
EXAMPLE: Regan (1971)
“Coke” study
B. Norm of social commitment
Keeping our promises and honoring our commitments
C. Conforming to group norms
Tendency to follow attitudes and behavior of the group
7. Why do we conform to the group?
1) Informational influence
Look to others for information
EXAMPLE: Sherif's (1936) autokinetic effect studies
9. What if people make their judgments with
others, and state estimates aloud?
Looks like 1 inch
I’d say 2 inches
7.5 inches
10. Conformity!
Initially, they differ; but over trials, they converge
Person A
Person B
Person C
Convergence
Alone Group
Session 1
Group
Session 3
Group
Session 2
Averagedistance
estimates
11. Why do we conform to the group?
"Do as most do, and [people] will speak well of
thee"
-Thomas Fuller
2) Normative influence
We want to be liked, accepted and to fit in
We don’t want to look foolish
EXAMPLE:
Asch’s (1950s) conformity studies
13. 1 2 3
Standard Line Comparison Lines
Trial 2
Asch's (1955) conformity studies
14. 1 2 3
Standard Line Comparison Lines
Trial 3
Asch's (1955) conformity studies
15. Asch’s (1950s) conformity studies
Procedures:
One subject, six or more
confederates
Which line is the same length as
the standard?
People reported answers out
loud, one at a time
Subject always last
On 12 of 18 trials, confederates
answered incorrectly
Results:
0
10
20
30
40
50
60
70
80
Average
conformity
Conformed
every time
# conformed
at least once
16. Majority and Minority
Influence
Majority influence:
Larger group influences smaller subgroup or individuals
Minority influence:
The individual or smaller group influences the larger group
17. Obedience
Willingness to obey “legitimate” authority
Example: Milgram obedience studies
Procedures:
‘Teacher’ & ‘Student’: learn word pairs
‘Teacher’ required to administer shock to ‘learner’ for errors
