The Social Influence Of Minority And Minority Influence

1491 WordsDec 6, 20146 Pages
This paper will review the research conducted in social influence, specifically majority and minority influence, why people conform and the factors that make them more likely to conform. Conformity is defined as “a form of social influence in which a person yields to group pressure in the absence of any explicit order or request from another person to comply, as in the Asch experiment” (Colman, or Dictionary of Psychology, 2009). Conformity encompasses majority and minority influence. Kelman (1958) proposed three types of conformity for influence of a majority; Compliance, internalisation and identification. Compliance refers to an individual changing their public opinion or behaviour even if they privately disagree. Internalisation is the changing of public and private opinions/behaviours. This may be because the other opinion is more valued, which may convince the individual, and lead to acceptance of the other point of view. Identification is when an individual may accept influence to develop a closer connection or relationship. It consists a little of both compliance and internalisation as the individual accepts influence as correct (internalisation), however the reason for this is to be accepted / obtain approval (compliance). Asch’s study (1958) is a prime example of majority influence. Asch rationalised that if a direct approach was taken and the situation stimulus wasn’t ambiguous, then there would be little or no conformity. He created a simple task, relatively
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