Social Influence - Conformity

Social Psychology: The study of the impact of our surroundings, and in particular of other people on our behaviour. 

Social Influence: 
- Process by which an individual's attitudes, beliefs or behaviours are modified by the presence or actions of others. 
- Some forms of social influence are obvious and other types are more subtle/unintended. 

Conformity: A form of social influence where people adopt the behaviour, attitudes and values of other members in a majority position. (majority influence) 

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Groups

Incidental group: members have little involvement. 

Membership group: members are committed to the norms of the group. 

Identity-reference group: members identify with the values, goals and motives of the group and obtain social identity from group. 

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Deutsch and Gerard proposed the DUAL PROCESS MODEL which involved Informational Social Influence and Normative Social Influence

Informational Social Influence: Based on our desire to be right. We look to others whom we believe are correct to provide information on how to behave. This is strong when we move from one group to another and experience situational ambiguity. (links to Internalisation)

Normative Social Influence: Based on our desire to be liked. We conform because we think that others will approve of and accept us. (links to compliance)

- Often criticised for implying the two types of social influence are separate and independent. 

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Kelman proposed the 3 types of conformity:

1) Compliance - The most superficial form of conformity where people publicly conform to the views or behaviours of others but privately maintain their own views.

2) Internalisation - The deepest level of conformity where people's private views change to match those of the group.

3) Identification