Topic 5: Social influence Study Guide

Conformity to majority influence is a change in an individual's behaviour, attitudes, or beliefs due to real or imagined group pressure. It is commonly explained by two main processes: normative social influence (NSI) and informational social influence (ISI). NSI occurs when people conform to be accepted and liked by a group, often leading to public compliance but not necessarily private acceptance. ISI occurs when people conform because they believe the group has more accurate information, especially in ambiguous situations, typically leading to both public compliance and private acceptance. Several factors can influence the degree to which an individual conforms, including situational variables like group size and unanimity, as well as individual differences such as personality traits. Solomon Asch's (1951) classic research provides clear evidence for conformity in the face of an unambiguous task, illustrating the power of group pressure.

Collective behaviour refers to actions or conduct of individuals within a group that differs from their typical individual actions. This often manifests in crowds, where people can be influenced by others, leading to either pro-social (helpful, positive) or anti-social (harmful, negative) behaviours. Understanding why individuals behave differently in groups involves examining factors like anonymity, deindividuation, and social norms. Psychological evidence suggests that the presence of others can alter an individual's sense of personal responsibility and inhibit or encourage certain behaviours. Research methods, such as observational studies and experiments, are used to investigate these phenomena, while ethical considerations are crucial when studying crowd behaviour due to potential for distress or harm to participants.