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Why do people conform? 
NSI 
ISI
NSI – Normative Social Influence 
A01 
Explanation of Compliance 
Desire to 
be liked 
Adapting to a 
group 
position in 
order to be 
accepted 
Public 
It is rewarding to be 
accepted 
Do not privately accept 
what we are 
saying/doing
NSI – Normative Social Influence 
A02 
Asch! 
Strength because it shows 
that the NSI explanation is a 
valid assumption as to why 
people alter their behaviour 
and conform to the majority 
What research that we’ve already looked at 
provides evidence for the NSI explanation?
NSI – Normative Social Influence 
A02 
Garandeau and 
Cillessen (2006) 
E.G. they found that a bully can 
create a group, with the aim of 
victimising another person, to 
which other people (with poor 
interpersonal skills) want to join 
How does this support the explanation of 
NSI?
NSI – Normative Social Influence 
A02 
Ignores the 
importance of 
being part of the 
group 
Studies have found that in 
certain circumstances 
individuals can maintain a 
group answer long after the 
How does this criticigsero tuhpe heaxsp lsaenpaatriaotne do.f 
NSI?
ISI – Informational Social Influence 
A01 
Explanation of Internalisation 
Desire to 
be right 
Adapting to a 
group for 
guidance 
Usually in an ambiguous 
Private 
acceptance 
situation 
Look to others, who we 
consider to have more 
knowledge, for identification 
of the right answer
ISI – Informational Social Influence 
A02 
Sherif! 
Strength because it shows 
that the ISI explanation is a 
valid assumption as to why 
people alter their behaviour 
to be right 
What research that we’ve already looked at 
provides evidence for the ISI explanation?
ISI – Informational Social Influence 
A02 
Fein et al 
(2007) 
E.G. they found that 
undecided voters could be 
influenced by witnessing 
others’ opinions of the 
ability/performance of a 
How does this support tphoel ietxicpalla cnaantdioidna otef ISI?
ISI – Informational Social Influence 
A02 
Asch (1951) 
For example, when participants 
were able to give answers 
privately (without fearing 
rejection from group) after being 
exposed to group pressure, gave 
correct answers 
TIAWB it shows that in certain situations the 
desire to fit in with a group is greater than the 
desire to be right
Compare them! 
Difference between NSI and ISI 
NSI ISI 
‐ Compliance 
‐ Desire to be liked 
‐ Public compliance 
‐ Asch 
‐ Unambiguous setting 
‐ Internalisation 
‐ Desire to be right 
‐ Private acceptance 
‐ Sherif 
‐ Ambiguous setting
Exam style questions – p18 
Discuss why people conform (12 marks) 
• Adapting to be accepted, desire to be liked, 
public compliance 
• Don’t privately accept what we’re doing 
publically 
NSI 
A01 
• Asch 1951 
• Garandeau & Cillessen (2006) OR Sherif/Rohrer 
NSI 
A02 
• Look to others for the right answer, desire to be 
right, private acceptance 
• Can result in a change in private beliefs and 
attitudes 
ISI 
A01 
• Sherif 1936 
• Cardwell (1996) OR Fein (2007) 
ISI 
A02
Exam style questions – p15 
1. Conformity is the tendency for an individual 
to change their behaviour and/or views in 
response to real or imagined pressure from 
an individual or social group 
2. (a) Internalisation – C 
Compliance – A 
2. (b) (i) Becoming a vegetarian after a speech 
from animal rights protesters 
2. (b) (ii) Laughing at a joke you don’t find funny

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Explanations of why people conform nsi & isi

  • 1. Why do people conform? NSI ISI
  • 2. NSI – Normative Social Influence A01 Explanation of Compliance Desire to be liked Adapting to a group position in order to be accepted Public It is rewarding to be accepted Do not privately accept what we are saying/doing
  • 3. NSI – Normative Social Influence A02 Asch! Strength because it shows that the NSI explanation is a valid assumption as to why people alter their behaviour and conform to the majority What research that we’ve already looked at provides evidence for the NSI explanation?
  • 4. NSI – Normative Social Influence A02 Garandeau and Cillessen (2006) E.G. they found that a bully can create a group, with the aim of victimising another person, to which other people (with poor interpersonal skills) want to join How does this support the explanation of NSI?
  • 5. NSI – Normative Social Influence A02 Ignores the importance of being part of the group Studies have found that in certain circumstances individuals can maintain a group answer long after the How does this criticigsero tuhpe heaxsp lsaenpaatriaotne do.f NSI?
  • 6. ISI – Informational Social Influence A01 Explanation of Internalisation Desire to be right Adapting to a group for guidance Usually in an ambiguous Private acceptance situation Look to others, who we consider to have more knowledge, for identification of the right answer
  • 7. ISI – Informational Social Influence A02 Sherif! Strength because it shows that the ISI explanation is a valid assumption as to why people alter their behaviour to be right What research that we’ve already looked at provides evidence for the ISI explanation?
  • 8. ISI – Informational Social Influence A02 Fein et al (2007) E.G. they found that undecided voters could be influenced by witnessing others’ opinions of the ability/performance of a How does this support tphoel ietxicpalla cnaantdioidna otef ISI?
  • 9. ISI – Informational Social Influence A02 Asch (1951) For example, when participants were able to give answers privately (without fearing rejection from group) after being exposed to group pressure, gave correct answers TIAWB it shows that in certain situations the desire to fit in with a group is greater than the desire to be right
  • 10. Compare them! Difference between NSI and ISI NSI ISI ‐ Compliance ‐ Desire to be liked ‐ Public compliance ‐ Asch ‐ Unambiguous setting ‐ Internalisation ‐ Desire to be right ‐ Private acceptance ‐ Sherif ‐ Ambiguous setting
  • 11. Exam style questions – p18 Discuss why people conform (12 marks) • Adapting to be accepted, desire to be liked, public compliance • Don’t privately accept what we’re doing publically NSI A01 • Asch 1951 • Garandeau & Cillessen (2006) OR Sherif/Rohrer NSI A02 • Look to others for the right answer, desire to be right, private acceptance • Can result in a change in private beliefs and attitudes ISI A01 • Sherif 1936 • Cardwell (1996) OR Fein (2007) ISI A02
  • 12. Exam style questions – p15 1. Conformity is the tendency for an individual to change their behaviour and/or views in response to real or imagined pressure from an individual or social group 2. (a) Internalisation – C Compliance – A 2. (b) (i) Becoming a vegetarian after a speech from animal rights protesters 2. (b) (ii) Laughing at a joke you don’t find funny