Deutsch & Gerrard (1955) argues that there are two reasons as to why people conform. This is known as the dual-process model (need, how, type).
Informational
Informational social influence results from a person accepting information as reliable evidence.
This is due to the need to feel confident that our beliefs, ideas and behaviours are correct to feel in charge of our own lives.
This is because when we are unsure/not confident in either, we seek other’s opinions or observe their behaviours and then evaluating our own opinions and behaviours against theirs.
This leads to Internalisation.
- Need to feel confident our beliefs, ideas and behaviours are correct
- Due to the need to feel in charge of our own lives
- Results in seeking other’s opinions/observing behaviours to evaluate against our own
- Leads to Identification
Important Factors
Informational social influence is most likely to occur when:
- the situation is ambiguous
- we believe others to be experts
Example: Going to a nightclub for the first time - unfamiliar situation, believe others to be experts, leads to observing other’s behaviour and replicating it both publicly and privately (Internalisation)
Normative
Normative social influence results from a person wanting social approval and the desire to avoid rejection from the group.
This is due to the need to feel accepted, approved and liked as a member of a group/to not be rejected.
This need potentially dates back as a result of evolution as survival was more likely if we belonged to social groups.
This is because:
- To feel accepted, we often conform to the behaviour of a group
- To avoid rejection, we do not want to go against the group
This primarily results in Compliance, but also Identification. This is because we may not agree with the behaviours/views of the group.
Example: Peer pressure, i.e., vaping - may not believe that it is good to do (private disagreement) but do it to avoid rejection (public behaviour, Compliance).