People conform for three main reasons: 1) To be liked and accepted by the group. 2) Asch's experiments showed that people will alter their behavior to conform to the majority view in an unambiguous setting. 3) Research has found that some individuals will go along with group behavior they don't agree with in order to fit in, showing normative social influence can explain why people conform.

1. Why do people conform?
NSI

2. NSI – Normative Social Influence
A01
Adapting to a
Explanation of Compliance group
position in
order to be
Desire to accepted
Unambiguous setting
be liked
Do not privately accept
Public what we are
saying/doing

3. NSI – Normative Social Influence
A02
Asch!
What research Strength because it shows
that we’ve that the NSI explanation is a
already looked valid assumption as to why
at provides people alter their behaviour
evidence for the and conform to the majority
NSI
explanation?

4. NSI – Normative Social Influence
A02
Garandeau and
Cillessen (2006)
This is a strength
Found that bullies can victimise
because it an individual (creating a group)
demonstrates that and find that those with poor
certain individuals interpersonal skills will join the
will go along with group to fit in even though they
something they don’t believe in the behaviour
don’t agree with to
fit in with a group

5. NSI – Normative Social Influence
Ignores that
A02
conformity can
be long-lasting
This is a weakness
because it shows that Sherif’s research found that
sometimes group conformity to group norms
influence can last a
while suggesting that can persist long after the
the individual actually group no longer exists
believes the group
ideas – changing
behaviour AND views