1. Variables effecting conformity
Group Size
Unanimity
Task Difficulty

2. Asch Knowledge Quiz What is the aim of the study?
What is a standard line?
What is a comparison line?
What is a critical trial?
What is a confederate?
Which type of experiment was this?
How many participants were there?
How many trials were there in total?
What percentage remained independent?
What percentage overall conformed?

3. Discuss: What factors would make you more or less likely to conform?
Why?

4. Up, Down or the same?

5. 3 key variations Group Size 3 confederates- 31.8%
Any further made little difference.
It even dropped after 9.
Ideas why?
Only a majority of 3 is needed.

6. 3 key variations Unanimity
Presence of an ally to agree with them- the confederates were not unanimous
The ally is called a dissenter
Conformity dropped
Unanimity amongst the majority is key for conformity.
Why do you think this is?

7. 3 key variations Task Difficulty
Moved standard lines and comparison lines closer together.
Conformity increased.
Any ideas why?

8. Variables effecting Conformity
Asch’s Variation
Reasons why
Evaluation- same as Asch
Group Size
Low Ecological Validity
Low Temporal Validity
Low Population Validity
Unanimity
Task Difficulty

9. Quiz

10. Explanations of Conformity
NSI and ISI

11. Think of a time you have conformed…
Why do you think you did?

12. Why are they conforming?
I am starting a new job, and I am not sure whether we are allowed to use our phones at our desks. So I look at my colleagues and see that they do, so I do too.
My class all start laughing at a joke. It is clearly not funny but I laugh along anyway otherwise people will think I am weird.
People are queuing to get ono the bus. If I walk to the front everyone will shout at me so I queue with the others.
I am at dinner at a posh restaurant and there are loads of knives and forks. What do I do? I watch the other people at the restaurant working from the outside inwards, so I do the same thing.

13. Put our examples under one of the two categories
NSI- Emotional Process
ISI- Cognitive Process
Humans are social animals who Fear rejection
Don’t want to appear foolish
Believe we are under surveillance of the group
Occurs more under stress
Associated with compliance
Need to fit in
We are uncertain about the answer
When we have no info but the group
In presence of experts
New to a situation
Crisis situation
Associated with internalisation
Need to be correct
These two factors are known as the Two Process Model (Deutsch and Gerard) of human needs.

14. Evaluation (AO3): Complete structure
Schultz ‘08, found that when hotel guests were told that 75% of guests reused towels (to help the environment), they reduced towel use by 25%.
Wittenbrink ‘96 found that when exposed to negative info about African Americans (and led to believe it was the majority view) they later displayed more negative views towards black individuals.

15. Pictionary
Critical trial
NSI
ISI