McKay Conformity Ppt
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Slide 1 - Discuss factors influencing conformity
- 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.
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.
- 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)
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.
- 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.
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.