Indirect form of social influence Tendency to adjust one’s thoughts, feelings or behavior in a way that: Agrees with the behavior of others Is in accordance with accepted social norms.

Focus: perceptual conformity Method: Experiment Task: asked to match a standard line to 3 comparison lines and state answer out loud. Participant is placed at far end of a line of 7 confederates. IV = “group pressure” Confederates give uniform, incorrect answers DV = “conformity” Correct answer or group answer stated? Results: 75% participants conform in at least one trial, 33-37% over all trials Control: participants WROTE answer down = 2-5% conformity

Social support When another confederate gives correct answer, conformity drops to 5% Unanimity Confidence/Self-esteem Attraction and commitment to the group If you like them and feel like you belong with them – more likely to conform Group size Increase in conformity as group size increases from 1-3 Optimal group size for conformity = 6 or 7 Gender Conflicting research Culture Collective cultures more likely to conform

Ecological validity? 1950s v present day? Ethical issues? Not given full informed consent Potentially embarrassing and emotional

Dissenting opinions produce uncertainty and doubt Show that alternatives exist Question: How can Asch’s experiment support this?

People evaluate their own opinions through social comparison! Informational social influence Others have superior knowledge, I must be wrong. Normative social influence I know I’m right, but I want to fit in.