Outline and Evaluate Research Into Conformity (12 Marks)

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Outline and evaluate research into conformity (12 Marks) Conformity is a change in behaviour due to real or imagined pressure from other people. It is also known as Majority Influence. There are 3 types of conformity which was made by Kellman (1958); compliance, internalisation and identification. Compliance is when we change our behaviour to be more like the majority but we do not privately change our minds about what we believe or how we would like to act. An example of a study that proves compliance occurs is Asch’s Line Study (1951). 123 American male student volunteers took part in what they believed to be a study of visual perception. Individual participants were placed in groups, who were actually pseudo-participants (confederates). The task was to say which comparison line, A, B or C was the same as a stimulus line. On 12 out of 18 ‘critical trials’ the pseudo-participants gave identical wrong answers, the real participant always answering last or last but one. 75% conformed to at least one wrong answer. 5% conformed to all 12 wrong answers. There was 32% conformity rate for 12 critical trials to wrong answers. There are some ethical issues, including deception, lack of informed consent and possibly psychological harm. The procedure itself is very artificial in that participants are being asked to conform when there is clearly a different and obviously correct answer and it lacks ecological validity because of the fact that the experiment was in a laboratory. Also, the study was andocentric (only studied males) as Eagly and Carli (1981) carried out a meta-analysis of research into conformity they found that women were more likely to conform than men. Another type of conformity is internalisation. Internalisation is when we change our minds about something because the majority have convinced us they are right and so we adjust our behaviour. A study that
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