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The different types of conformity you looked at last week relate to different types of social influence, or pressure, that individuals might face. For example, think about the difference between:
Buying apple airpods because all of your friends have them (even though they're uncomfortable and you already have a set of ear buds)
VS
Buying a set of Bose ear buds because you've read dozens of reviews which rate them highly and have a friend in music production who recommended them
Types of Influence :
Types of Influence :
Normative
Normative
vs
vs
Informational
Informational
(Myers, 2009)
(Myers, 2009)
Remember, social influence occurs when our behaviour is influenced by the real, imagined or implied presence of others.
Informational social influence occurs when people conform to peer views in an attempt to reach the correct answer for themselves; it is the desire to be correct. This form of social influence is moderated by self-confidence and task difficulty.
On the other hand, normative social influence occurs when people conform in order to be accepted and liked by the group; normative influence is moderated by group size, as well as social support.
Normative Social Influence:
Examples of normative social influence are more easy to come by and are readily available from day to day experiences. Fashion, trends and fads are a great example of normative social influence at work in society.
Informational Social Influence
Examples of conformity as a result of informational social influence are more difficult to spot - Jennes (described in Week 1) is a good example of ISI in action - participants changed their individual estimates to be closer to the group estimate out of a desire to be correct. ISI is more likely to occur in situations where there is ambiguity and/or the individual lacks knowledge (we'll look more at these factors next week)
Activity
Activity
Thinking about the types of social influence (normative vs informational) along side the types of conformity you learned about last week (compliance vs internalisation), do you think there is a link between the type of influence experienced and resultant type of conformity?
Complete assignment 'Conformity Three - Types of Social Influence' on Google Classroom
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