Types of Conformity & Theory on Conformity

Kelman (1958) suggests 3 types of conformity:
1. Compliance - A change in behaviour without a change in opinion (going along with the group).
2. Internalisation - A change in behaviour and opinion. 'True Conformity'.
3. Identification - Adopting the group's views because value group membership. Often temporary.


There are two main theories that try to explain conformity and why people conform.

Deutsch and Gerard (1955) Dual Process Dependency Model • Normative Social Influence (NSI) - people conform out of a desire to be liked and accepted. • Informational Social Influence (ISI) - people conform out of a desire to be right. This need for information on how to behave is especially true in novel or ambiguous situations.

Turner (1991) states that the dual process dependency model underestimates the psychological importance of group membership (like identification). We conform to the group because we define ourselves as part of the group. In other words, we 'self-stereotype'.
There is a three-part process:

• Acknowledge membership of the group
• Learn the group norms
• Behave according to those norms

These "norms" tell us what we should or ought to be thinking, feeling, or doing if we want to fit in with a particular group. Most people conform to norms without much thinking about it. For example, most people tip in restaraunts, raise their hand when wishing to speak in a group setting, or sit down when they eat. While none of these incidences involve formal rules, most people comply with them. However, there are certain times when people are more or less likely to conform to the existing norms. Several factors affect the degree to which conformity will occur.

Group cohesiveness (the degree to which we are strongly attracted to a group and desire to maintain membership in it) increases the occurrance of conformity. For example, countless research studies exist which display the degree of conformity in sororities and fraternaties. In a like manner, the number of persons exerting pressure increases the amount of conformity.

This is true only to a certain point. A group size of about three to four people will exert pressure to conform. However, a larger group size does not increase the likelihood of conformity.
Finally, having an ally -- someone who disagrees with the majority-- results in much less conformity than when no social support exists for the target of conformity.