| What were the reasons people conformed according to them? (dual) | Dual process dependency, the need to be liked and the need to be right |
| What does Normative social influence explain? | Compliance, want to feel accepted and liked, others to respect us. Not to reject us, its an emtional process. |
| What does informtional social influence explain? | Internalisation. Basic need to evaluate behaviour, there is a need for certainty. Genuially believes them to be right, its a cognitive process.
Most likely to happen when: the situation is ambiguous, the situation is a crisis, when we believe others to be experts |
| Strenghts of the explanation? | Asch's study found that participants went along with the majority even if they were wrong, they felt self-conscious and wanted to fit in. Public need to fit in. |
| Strength of the explanation? | Jenness study: estiamte of jelly beans in a jar, then get group to confer and then again in private. 2nd private guess moved closer to the group estimatations. Shows internalisation occurs when the situatuion is ambiguous. |
| A weakness of the explanation? | NSI doesnt explain everyone's behaviour, some poeple are called non-affiliators, doesn't affect everyone in the same way. McGhee and Teevan found that students that need affiliation are more likely to conform. |
| A weakness of the explanation? | There may be indiviual differences about ISI. For example, Asch found that students were less conformist compared to other participants. Limitation of ISI explanation, not able to fully explain behaviour. |
