conformity, compliance

1. CONFORMITY &
COMPLIANCE

2. CONFORMITY

3. Conformity
■ Tendency to change one’s belief or behaviors to match the behaviors of
others
■ Term conformity is often used to indicate an agreement to the majority
position
■ Conformity is “yielding to group pressures” (Crutchfield, 1955)
■ Jennis (1932) were the first psychologist to study conformity

4. Why do we Conform?
Deautsch and Gerard identified two key reasons why people conform:
■ Informational influence( The desire to be right)
Happens when people change their behavior in order to be correct. In
situations where we are unsure of the correct response.We often look to
others who are better informed and more acknowledgeable and use their
leads as a guide for our own behaviors. For instance this might involve
agreeing with the judgments of another classmate who you perceive as
being highly intelligent

5. ■ Normative influence (The desire to be liked)
stems from a desire to avoid punishments(such as going along with the
rules in class even though you don’t agree with them) and gain rewards
(such as behaving in a certain way in order to get people to like you)

6. Types of Conformity
■ Compliance (or group acceptance)
conforming to the majority (publicly), in spite of not really agreeing with
them (privately).
■ Internalisation (genuine acceptance of group norms)
Publically changing behavior to fit in with the group and agreeging with
them privately

7. ■ Identification (or group membership)
This occurs 'when an individual accepts influence because he wants to
establish or maintain a satisfying selfdefining relationship to another
person or group' (Kelman, 1958)
■ Ingratiational
This is when a person conforms to impress or gain favor/acceptance from
other people.

8. Sherif (1935) Autokinetic Effect
Experiment
■ Aim:
Sherif (1935) conducted an experiment with the aim of demonstrating that people
conform to group norms when they are put in an ambiguous (i.e. unclear) situation.

9. Results:
■ Sherif found that over numerous estimates (trials) of the movement of
light, the group converged to a common estimate.
■ The person whose estimate of movement was greatly different to the
other two in the group conformed to the view of the other two.
■ Sherif said that this showed that people would always tend to conform.
■ Rather than make individual judgments they tend to come to a group
agreement

10. Conclusion
■ The results show that when in an ambiguous situation (such as the
autokinetic effect), a person will look to others (who know more /
better) for guidance (i.e. adopt the group norm).
■ They want to do the right thing, but may lack the appropriate
information.
■ Observing others can provide this information. This is known as
informational conformity

11. Non Conformity:
■ Not everyone conforms to social pressure
■ There are many factors that contribute to an individual's desire to
remain independent of the group.
■ For example, Smith and Bond (1998) discovered cultural differences in
conformity between western and eastern countries.
■ People fromWestern cultures are more likely to be individualistic and
don't want to be seen as being the same as everyone else
■ In contrast eastern cultures are more likely to value the needs of the
family and other social groups before their own. They are known as
collectivist cultures and are more likely to conform

12. Solomon Asch conformity experiment:

13. Factors affecting conformity:
■ Group size
■ Lack of group unanimity/presence of an Ally
■ Difficulty of task
■ Answer in private
■ Cultural differences

14. COMPLIANCE:

15. Definition:
■ Compliance refers to the act of responding favorably to an implicit or
explicit request offered by others.
■ The request may be explicit,such as direct request for donations or
implicit such as an advertisement promoting its products without
directly asking for purchasing.
■ In all cases, the target recognized that he or she is being urged to
respond in desire way
■ In simpler words compliance is getting people to say yes to a request.

16. Principles underlying compliance:
■ ROBERT B CIALDINI
■ A well known social psychologist, he is best known for his book on
persuasion and marketing,
■ Influence:The psychology of persuasion.

17. ■ According to Cialldini, the principles underlying compliance are:
1. Friendship/liking
2. Commitment/consistency
3. Scarcity
4. Reciprocity
5. Social validation
6. Authority

18. Techniques for compliance:
■ According to Cialdini(2008), these basic principles underlying many
techniques used by professionals and ourselves for gaining compliance from
others.
1. Tactics based on liking
2. Tactics based on commitment or consistency
3. Tactics based on reciprocity
4. Tactics based on scarcity
5. Tactics based on enhancing compliance
6. Ingratiation
7. Reciprocity principle

19. 8. Multiple requests
a. foot-in-the-door tactic:
b. The door- in the- face-tactic:
c. The low-ball tactic

20. Factors influencing compliance
■ Group strength
■ Immediacy
■ Number
■ Similarity

21. THANKYOU!
Questions are welcome