Social Influence Conformity

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Sherif (1936) studied responses of the auto-kinetic effect on both groups and individuals. By placing participants in a darkened room with a minute source of light at the far end he discovered that participants were eluded and saw the light moving - this was because there was no other point of reference for them to focus on. Participants were asked how far the light was moving, when alone they would state many different answers but when groups were tested the answers of the last participants were taken as a reference for the next answer this created a group norm, this group influence was to be so powerful that when participants of the group test were to proceed as individuals those answers had become internalised and a lack of individuality was now seen amongst group. This shows that group norms still tend to influence even after the group is split. <Introductory Psychology, Malim and Birch, Macmillan press, 1998> Unfortunately this study lacks ecological validity due to its lab based conditions,(Success in Psychology, 2nd Edition, Twining, 1998) and it's focus on artificial stimuli, another factor that needs to be considered in the evaluation of this experiment is the date and time in which it was conducted, this study will only show conformity levels at the time and in the place where the study was conducted and therefore would now and here be irrelevant.(Social influence - class handout, Deborah Breithweight, 2004)

A short while after Sherif, Solomon Asch tested the perceptual abilities of a group of students, in a more realistic environment, his test involved showing each student "card A" (card A was blank apart from an 8 inch line drawn down the middle) and asked to memorise this line, then card A was replace...

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...nd Birch, Macmillan press, 1998>

Unfortunately The word conformity has a lot of negative connotations for people in our society, To conform is on the one hand seen as being able to distinguish and act in accordance with the pro-social norms of a group and can be seen as tolerance and flexibility, but when these norms are seen by another group to be reprehensible or unacceptable the conformity will be seen as weak and feeble. (McDermott 1993, Psychology, A European Text, Zimbardo, McDermott, Jansz and Metall, 1993)

In conclusion, something happens to individuals when they collect in a group, they act differently to the way they would on their own, regardless of whether the group has gathered to solve problems, make decisions or have fun, and regardless of whether the members know each other. (Psychology in perspective, third edition, Tavris and Wade, 2001)

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