McKay Conformity Ppt


McKay Conformity Ppt

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  1. Discuss factors influencing conformity

    Slide 1 - Discuss factors influencing conformity

  2. Slide 2

    • Conformity is a change of behavior as the result of real or imagined group pressure or norms
    • Result of social comparison – our tendency to compare ourselves to others around us in order to validate our own behaviors and opinions.
  3. Conformity:  why?

    Slide 3 - Conformity: why?

    • Result of three factors:
    • Informational social influence:
    • We need certainty and avoid ambiguity
    • When the situation is ambiguous, we engage in social comparison.
    • Think of it this way: when you don’t know what you are doing, you look to others to “inform” your behavior. (think of the elevator experiment)
    • Sherif (1935) Please watch the video.
  4. Slide 4

    • Normative social influence:
    • We need social acceptance and approval
    • We conform to be liked or accepted by other members of a group
    • Research study: Asch (1951) (watch video clip)
  5. Situational factors in conformity:

    Slide 5 - Situational factors in conformity:

    • Group size: Asch altered his original study by changing the number of confederates.
    • w/one confederate, the participant answered correctly (low rate of conformity)
    • w/two confederates, the participant’s conformity rose by 13%
    • w/three confederates, the participant’s conformity rose to 30%
    • BUT. after a certain number of confederates, the participant will resist conformity because they believe the others are working together on purpose.
  6. Slide 6

    • Group unanimity:
    • If the participant had a ally (either another participant OR a confederate instructed to agree), the conformity of the participant was significantly reduced.
    • Asch speculated that breaking group unanimity is the main factor of reducing conformity.
  7. Cultural norms as a factor in conformity

    Slide 7 - Cultural norms as a factor in conformity

    • Bond and Smith (1996) did a meta-analysis of 133 studies in 17 countries.
    • Collectivist cultures conform more than individualistic cultures
    • Read the Berry (1967) study.