Why Do People Conform

347 Words2 Pages
Why do people conform? Explanations(theories of conformity) There are two type of social influence. One of it is normative social influence, it is based on our desire to be liked. We conform because we want to be appear ‘normal’ and we think that others will approve of and accept us. Going against the majority might lead to exclusion or rejection from the group. This is called normative social influence. Another type of social influence is informational social influence, it is based on our desire to be right. We conform because we don’t know what the correct way to behave is. In this situation, we look to others for information about how to behave. This is called informational social influence. Asch(1951) designed an experiment to see whether people would conform to a majority’s incorrect answer in an unambiguous task. He carried out the experiment with an independent group design. In group of eight, participants judged line lengths by saying out loud which comparison line(1,2,3)matched the standard line. Each group contained only one real participant, the others were confederates. The control condition showed that the task was easy to get right. However 37% was wrong on the critical trials. They conformed to the majority, this was normative social influence. Sherif(1935)researched whether people are influenced by others when they are doing an ambiguous task. He carried out a experiment with a repeated measures design. He used a visual illusion called the autokinetic effect, where a stationary spot of light, viewed in a dark room, appears to move. Participants were falsely told that the experimenter would move the light. They had to estimate how far it had moved. It shown that participants were influenced by the estimates of other people, and a group norm developed. Estimates converged because participants used information from others to help them, they
Open Document