TITLE: CONFORMITY INFLUENCING BEHAVIOR.

GROUP B

MERCY GATHONI CHEGE – BCOU/25924/0/23

DIANA AWOUR CHUMO – BCOU/24035/0/22
NATASHA WAITHERA – BCOU/ 27005/0/23
BETH WAMBUI MACHARIA – BCOU/ 25926/0/23
GEOFFREY WANJALA MUNIALO – BCOU/10462/0/22
OLIVE GAKENIA MURIITHI – BCOU/27524/0/23
ABIGAEL NYAGUTHII MURIU – BCOU/27380/0/23
PATRICK MUTUA – BCOU/25997/0/23
DORCAS WANGARI MWANGI – BCOU/26119/0/23
KIRUTHI PETER NJEHU – 22921
LYNNETTE TETE NYANDWAT – BCOU/27181/0/23
GRACE MUTHONI WAINAINAH – BCOU/27185/0/23
JULIET SANAU YAILE – BCOU/26219/0/23

SUBMITTED TO: THE SCHOOL OF HUMANITIES AND SOCIAL SCIENCES

COURSE CODE: COU 1313

NAME OF COURSE: SOCIAL PSYCHOLOGY

TOPIC: CONFORMITY INFLUENCING BEHAVIOR

LECTURER: SHEILA WANJIKU MATI

DATE: 16TH NOVEMBER 2023

 Introduction

Conformity, the tendency to change one’s beliefs, attitudes, or behaviors to match those
of others in a social group, affects human behavior in various ways. Two key factors that
influence conformity are normative social influence, which forces conformity out of a need for
social acceptance, and informational social influence, which encourages conformity based on the
desire for accurate information. Other factors that affect conformity include the authority, the
dissenters, the victim, the person, and the context. Conformity can have various effects on
people’s behavior and attitudes, such as enhancing creativity, problem-solving, and decision-
making, or leading to unethical and harmful behavior. Therefore, it is important to understand
the psychological and social processes that underlie conformity, and how to use it wisely and
ethically in different situations.

FACTORS AND EFFECTS OF CONFORMITY

Informational Social Influence:

Informational social influence is when people follow group norms or actions because
they think the group is more knowledgeable or skilled than they are. It is motivated by people’s
natural desire for truthful information and their logical desire to make wise decisions. To
navigate unclear or uncertain situations, people frequently look to the views and deeds of others
(Cialdini & Goldstein, 2019). According to research by Crandall et al. (2021), cognitive
processes like social comparison are involved in informational social impact. To determine the
veracity of their own conclusions, individuals compare their beliefs or behaviors to those of the
group. When faced with ambiguity, people are prone to follow the crowd’s lead in order to
maximize the likelihood that their decision will be the right one.

Different real-world scenarios, such as consumer decisions, health-related decisions, and

jury deliberations, provide evidence of informational social influence. For instance, a study by
Crandall et al. (2021), showed that people are more inclined to follow social norms for
environmental conservation when they consider the group’s information to be reliable and
useful. Another example is the Robbers Cave Experiment by Muzafer Sherif (1954), which is an
illustration of this kind of compliance. Throughout the study, participants adhered to the norms
and attitudes of the group, especially in situations that were unclear or ambiguous.
Normative Social Influence:

Normative social influence is a major force behind compliance, which is motivated by

people’s basic desire for social acceptability and their fear of rejection or ostracism from the
group (Aronson & Wilson, 2019). According to social psychology, this fear drives people to
conform to group norms and behaviors, especially when they have different opinions or
preferences from the group and face unclear or uncertain situations. A study by Reynolds and
Turner (2020) showed that the desire to fit in with one’s peers is a strong driver of conformity,
impacting choices and actions.

This type of influence is related to psychological processes such as self-esteem, self-

presentation, and social identity, which influence how people manage their impressions and
present themselves to others (Smith & Jones, 2021). It can be seen in various real-world
situations, such as peer pressure, political connections, and fashion trends. Adolescents are
particularly vulnerable to peer pressure, as they often conform to decisions about substance use
and risk-taking behaviors based on peer approval, rather than their own opinions or preferences
(Reynolds and Turner, 2020).

Normative social influence is the tendency to conform to group norms and practices to
gain social approval and avoid rejection. It is a key factor in understanding social dynamics, peer
pressure, and human behavior. Researchers are still exploring its importance in many real-world
situations, especially among adolescents. To foster individuality and awareness of how the need
for acceptance affects people’s choices and actions, we need to recognize the role of normative
social influence. It is a strong force for compliance because of the innate human desire for
belonging. People may conform even when they have different opinions, because they fear the
negative consequences of non-conformity, such as social isolation or disapproval. These
psychological processes are related to self-esteem, self-presentation, and social identity.

When does conformity occur?

Conformity occurs when people change their attitudes or behaviors to match the
responses of others, usually due to social pressure or uncertainty (Cialdini and Goldstein, 2004).
There are different types of conformity, such as compliance, identification, and internalization
(Kim and Hommel, 2015). Compliance is when people conform to gain rewards or avoid
punishments, identification is when people conform to be accepted by a group, and
internalization is when people conform because they genuinely agree with the group’s values or
beliefs (Kim and Hommel, 2015).

Conformity is affected by how large and unanimous the group is (Asch, 195; Deutsch and
Gerard, 1955), how unclear and hard the task is (Sherif, 1936; Festinger, 1954), how relevant and
important the issue is (Brehm, 1956; Eagly, 1978), how confident and esteemed the individual
is(Baumeister, 1982; Jones, 1986), and how collectivistic and different the culture is (Bond and
Smith, 1996; Cialdini et al., 1999).

These are some of the main factors that affect conformity, but there may be other
situational and individual variables that also play a role. Conformity is not always negative, as it
can help people cooperate, coordinate, and learn from others. However, conformity can also
hinder creativity, diversity, and critical thinking, especially when it is based on external or
irrational motives. Therefore, it is important to balance the need for social acceptance and the
need for personal authenticity.

Cultural Factors:

Different cultures have different standards of conformity. While independence is valued

in certain cultures, conformity is valued more in others in order to preserve social peace
(Triandis,1995). To illustrate cultural factors in conformity in behavior, a meta-analysis of 133
studies on conformity across 17 countries found that conformity was higher in collectivistic
cultures than in individualistic cultures. Collectivistic cultures are those that emphasize
interdependence, harmony, and group goals, while individualistic cultures are those that
emphasize independence, self-expression, and personal goals.

The meta-analysis also found that conformity was higher in cultures that were more
feminine, more uncertain, and more power distant. Feminine cultures are those that value
nurturance, cooperation, and quality of life, while masculine cultures are those that value
achievement, competition, and material success. Uncertainty avoidance refers to the degree to
which cultures tolerate ambiguity and uncertainty. Power distance refers to the degree to which
cultures accept unequal distribution of power and status (Bond & Smith, 1996).

Conformity can have both positive and negative consequences, depending on the context
and the outcome. Conformity can help maintain social order, cohesion, and stability, but it can
also hinder creativity, diversity, and innovation. Therefore, it is important to balance the need for
conformity with the need for individuality.

CAUSES AND CONSEQUENCES OF CONFORMITY.

One of the social phenomena that affects human behavior is conformity, which is the
tendency to change one’s behavior or beliefs to match the expectations or norms of a person or
group. Conformity can have various causes and consequences, depending on the context and the
individual. Some of the possible causes of conformity are:

 Informational influence: People may conform to the views of others because they
believe that others have more information or expertise than they do (Deutsch and Gerard
1955). For example, a person may conform to the opinions of experts or authorities on a
topic that they are unfamiliar with.
 Normative influence: People may conform to the views of others because they want to
fit in, be liked, or avoid rejection (Deutsch and Gerard 1955). For example, a person may
conform to the dress code, language, or values of a group that they want to be part of.
 Self-validation: People may conform to the views of others because they want to
maintain a positive self-concept or avoid cognitive dissonance (Cialdini et al. 1999). For
example, a person may conform to the views of their friends or family because they value
their approval or identity.

Some of the possible consequences of conformity are:

 Loss of individuality: People may lose sight of their own preferences, beliefs, or values
when they conform to the views of others, which may result in a lack of diversity,
creativity, or authenticity. For example, a person may suppress their own opinions or
interests because they fear being different or criticized by others.
  Change of attitudes: People may change their own attitudes to match the views of others
when they conform, which may result in a lasting or permanent shift in their beliefs or
judgments. For example, a person may adopt the political or religious views of a group
that they conform to, even after leaving the group.
 Impact on behavior: People may act in ways that are inconsistent with their own
attitudes or values when they conform to the views of others, which may result in
negative outcomes or consequences for themselves or others. For example, a person may
engage in risky or unethical behavior because they follow the norms or pressures of a
group that they conform to.

Conformity is a complex and multifaceted phenomenon that can have both positive and
negative effects on individuals and society. It is important to understand the causes and
consequences of conformity, as well as the factors that influence it, such as personality, group
dynamics, culture, and situation. By doing so, we can better appreciate the role of conformity in
our lives and make informed decisions about when to conform and when to resist social
influence.

Why Does Conformity Occurs?

There are different reasons why people conform, depending on their motivation,
situation, and personality. Some of the possible causes of conformity are:

 Self-identification and Group Membership: One’s identification and sense of

belonging to the group can be reinforced by adhering to the norms of the group. To
preserve their social identity and cohesiveness, people may choose to embrace the
attitudes and practices of their group (Tajfel & Turner, 1986).
 Acceptance and Approval from Others: Seeking acceptance and approval from others
is a major driver of compliance. Everyone aspires to fit in and win other people over.
According to Cialdini and Goldstein (2004), this is motivated by our need for fulfilling
interactions with others and connections.
  Informational Value: Following the crowd can help people learn important information
and make sense of confusing or difficult circumstances. Individuals can lessen ambiguity
and make more accurate decisions by going with the flow (Sherif, 1936).
 Avoidance of Social Rejection: The fear of social rejection can also serve as a driving
force behind conformity. When individuals depart from the norms and ideals of the
group, they frequently fear rejection or isolation from the group. This can lead to
conformity as a way of avoiding negative social consequences (Asch, 1956).

FACTORS AFFECTING CONFORMITY

 Group size.
 Group cohesion.
 Cultural differences.
 Peer pressure.
 Expertise and Status of Group Members.
 Personality traits.
 Situational characteristics.

TYPES OF CONFORMITY

 Normative conformity is when people change their behavior to match the group norms
in order to avoid being rejected or gain approval, even if they do not agree with them
privately. This type of conformity is also called compliance or group acceptance, and it
means publicly agreeing with the majority opinion without necessarily sharing it
privately (Kelman, 1958).
 Informational conformity is when people adopt the actions, views, or beliefs of a group
because they think the group has more knowledge or more accurate information. This
type of conformity is driven by the need to be correct or make the best decisions. This
type of conformity is also called internalization or genuine acceptance of group norms,
and it implies both public and private agreement with the group’s values and beliefs
(Kelman, 1958).
  Identification conformity is when people incorporate the ideals and norms of a group
into their self-concept and identify with them. This happens when individuals follow the
behaviors, beliefs, or norms of the group. For example, someone who identifies with a
political or religious group may embrace the ideas and practices of the group as part of
their own identity as well as following its views and practices. Since they truly believe in
the group’s ideals, they may act in accordance with them rather than just to fit in. They
sincerely accept the group’s beliefs as their own.
 Compliance conformity is when people adjust their actions, attitudes, or beliefs to
conform to the norms of a group or society in order to be accepted by others, avoid social
exclusion, or escape punishment. Even if a person does not agree with the opinions or
activities of the group, this type of conformity is motivated by the need to blend in, win
the group’s approval, or avoid disapproval. This type of conformity is similar to
normative conformity, but it is more superficial and temporary, and it stops when there is
no group pressure to conform (Kelman, 1958). For example when a student skips classes
just to avoid rejection from fellow peers and to gain social approval.

Factors that Influence Conformity:

1. Cohesion: This is the extent to which we feel attracted to and want to be part of a social
group. The more cohesive the group is, the more likely we are to follow the group norms.
2. Normative social influence: This occurs when people conform to the group or public in
order to be accepted. Because we are social beings and need relationships, we comply out
of fear of social rejection. We want to feel like we belong, so we often go along with
them and act like them.
3. Informative social influence refers to the need for accurate and current knowledge.
Here, we depend on other people to inform us about various topics in the social world.
This usually happens when we have questions about the content.
4. Group size: Conformity is also high in large groups of people because of the strong
desire for acceptance and respect.
5. Admiration: Some people conform out of admiration for a certain group and a desire to
join it in order to feel important, respected, or to improve their self-esteem.
 6. Social Expectations: People also conform to meet social expectations. The desire to
contribute as much as others motivates them.

Strategies for using social Influence:

Strategy is the art of influencing others in various situations, depending on the goals and
motives of the actors. Social influence is the outcome of using strategy, which can have positive
or negative effects. There are different methods of influencing others, such as persuasion,
compliance, obedience, competition, conflict and consistency. Persuasion is the skill of
convincing others to change their views or actions by using arguments, facts, or appeals.
Persuasion is based on six principles of influence: reciprocity, scarcity, authority, consistency,
liking, and social proof. These principles explain how people are more likely to comply with
someone who is generous, credible, consistent, likable, or popular. However, persuasion should
be used ethically and not for harming or deceiving others.

Persuasion:

Persuasion is a social influence skill that involves convincing others to change their
views, actions, or attitudes through communication. It involves principles like reciprocity,
scarcity, authority, consistency, liking, and social proof. Successful persuasion requires
credibility, attractiveness, positive features, emotional appeals, and audience characteristics. The
biblical view of persuasion emphasizes truth, love, and respect, aiming to help others grow in
faith and obedience to God. Christians should be discerning and critical of false messages,
relying on God's word and Spirit for guidance and protection. This approach acknowledges the
paradox of human nature and the influence of both positive and negative forces.

Authority:

Authority is a powerful tool in social influence, used to persuade, coerce, or command

others to comply with certain requests or orders. It can also establish social norms and
expectations that guide behavior. Milgram (1974) and Latané (1981) proposed influential
theories on authority and social influence. Milgram's agency theory suggests that people can act
as agents who obey authority figures or autonomous individuals who follow their own values and
beliefs. Latané's social impact theory states that the impact of social influence depends on three
factors: strength, immediacy, and number.

Authority can be used to achieve goals such as compliance, conformity, or social change.
It can increase compliance through rewards, punishments, or threats, increase conformity by
establishing and enforcing social norms and rules, and promote social change by challenging
existing norms and values. However, authority is not always effective or ethical. It can be
challenged, resisted, or rejected by targets, especially if they perceive it as illegitimate, unjust, or
incompetent. Additionally, authority can be abused, misused, or corrupted by sources of
influence, especially if they have self-serving motives or disregard others' rights.

Therefore, authority is a complex and powerful strategy in social influence that can have
both positive and negative outcomes. It can be influenced by various factors, such as the
situation, personality, and relationship between sources and targets. From a Biblical perspective,
authority should be exercised with humility, love, and service, reflecting God's character and
will. Christians should respond to authority with respect for human dignity while being aware of
potential corruption and manipulation.

Compliance:

Compliance is a strategy in social influence that occurs when someone agrees to a

request or a suggestion from another person or a group (Cialdini, 2009). There are many factors
that can affect compliance, such as the nature of the request, the relationship between the
requester and the target, the presence of rewards or punishments, and the social norms or
expectations (Fiske, Gilbert, & Lindzey, 2010). Susceptibility to outside influences is based on
fundamental human functioning including, accuracy which for example, a target may comply
with a request from an expert or a leader, because they assume that they have more knowledge or
experience than themselves (Petty & Cacioppo, 1986). Or, a target may comply with a request
that is presented as rare or limited, because they assume that it is more valuable or desirable than
others (Cialdini, 2009).
 Compliance can be achieved by using various techniques, such as foot-in-the-door, door-
in-the-face, low-ball, and so on. These techniques work on different principles, such as
consistency, reciprocity, commitment, and scarcity (Cialdini, 2009). It is influenced by three
fundamental goals that motivate human behavior: accuracy, affiliation, and maintaining a
positive self-concept (Fiske et al., 2010). These goals interact with external forces to produce
subtle and indirect forms of social influence that are often outside of awareness. For example,
people may comply with a request because they want to be accurate in their judgments, to build
and maintain relationships with others, or to protect their self-esteem (Fiske et al., 2010).

Christian theology, on the other hand, offers a distinctive view of human persons as
created in God’s image for relationship with God and others (Hoekema, 1986). This view has
implications for how we understand social influence, such as compliance. compliance can be
seen as a way of fulfilling our relational nature and expressing our love for God and others
(Keller, 2012). However, she also warns that compliance can be misused or abused by those who
seek to manipulate or exploit others for selfish purposes (Keller, 2012).

Affiliation:

Affiliation is a strategy of social influence that involves using social connections or

relationships to gain access to valuable resources or opportunities, as well as to develop and
preserve meaningful relationships. Affiliation can increase compliance when the target wants to
please or avoid conflict with the requester or the group, or when they identify with them or share
their values. For example, a target may comply with a request from a friend or family member
because they care about their feelings or opinions. This may also include a request that is
consistent with their own beliefs or attitudes, with a goal to express their identity or solidarity.

Cialdini and Goldstein (2004) suggest that affiliation is one of the three fundamental
goals that motivate human behavior, along with accuracy and maintaining a positive self-
concept. They argue that people are influenced by others who share their values, beliefs, or
identities, or who offer them social support, approval, or belonging. Affiliation can also reduce
uncertainty and conflict in social situations, and increase compliance and conformity.
 Sabates (2012) integrates the empirical and theoretical literature of social psychology
with the framework of creation, fall, and redemption, and proposes that affiliation can be
distorted by sin, leading to prejudice, discrimination, or violence. She also suggests that through
Christ the intrinsic relational nature of humans can enable them to love God and their neighbors
as themselves.

Obedience:

Another form of social influence is obedience to authority, which means following the
orders or requests of a legitimate authority figure. Various factors affect how willing people are
to obey authority, such as the authority figure’s legitimacy, the existence of dissenters, the
distance between the authority and the victim, the obedient person’s personal traits, and the
situational context (Blass, 1999). The famous experiments of Stanley Milgram (1963) and Philip
Zimbardo (1973) showed how obedience to authority can result in unethical and harmful
behavior, such as giving electric shocks to innocent learners or mistreating prisoners in a fake
jail. These experiments also revealed how one’s worldview, values, and beliefs can influence
obedience to authority, and how a Christian viewpoint can provide a different way of
comprehending and reacting to authority (Berkowitz, 2011). Sabates (2012) states that,
“obedience to authority is not always negative, but it requires discernment, critical thinking, and
moral courage to resist unjust or immoral commands” (p. 121).

Competition: involves striving to achieve a goal or resource that others also want, which can
affect people's behavior and thinking. It can enhance performance by making people work
harder, faster, or better, especially when there is a clear goal, feedback, and reward. However,
competition can also reduce cooperation, especially when there is a conflict of interest, scarcity
of resources, or zero-sum outcomes. Employees may withhold information or sabotage
colleagues when competing for promotions or bonuses. Additionally, competition can increase
aggression, especially when faced with frustration, threat, or provocation. Therefore, it is
recommended to instill ethical principles for using competition, such as balancing it with
cooperation, promoting fairness and respect, and considering the situation and outcome. This
will reduce aggression, increase cooperation, and give merit where due (Kim and Fishbach,
2023).
Conflict: – is a way of influencing others by using power, threats, or coercion to get what one
wants at the expense of others (Britannica, n.d.). Conflict can have positive or negative effects,
depending on how it is handled and solved. Good conflict can improve creativity, problem-
solving, decision-making, understanding, and respect, while bad conflict can harm relationships,
trust, cooperation, and peace. Conflict can be divided into four stages: initiation, escalation,
resolution, and reconciliation (Bartos and Wehr, 2002). Initiation is when the conflict starts
because of different goals, interests, values, or beliefs. Escalation is when the conflict gets worse
and more emotional and personal.

Resolution is when the conflict ends by reaching an agreement, compromise, or settlement.

Reconciliation is when the parties try to heal the wounds and prevent future conflicts by
addressing the causes and issues of the conflict. Conflict can be a powerful or risky way of
influencing others, depending on how it is used. One should be aware of the benefits and costs of
conflict, and choose the best and most ethical methods of influence for each situation. For
example, a Christian may use conflict to seek peace and justice by addressing the root causes of
conflict, such as injustice, oppression, or inequality. A Christian may also solve conflict with
love, forgiveness, and reconciliation by following the teachings of Jesus (Matthew 5:44; 6:14).

Consistency: Consistency is a tendency to maintain or change one’s behavior, attitudes, or

beliefs in order to be compatible with one’s previous actions or views. It is a powerful source of
social influence, as people often want to appear consistent to themselves and others, and avoid
being seen as inconsistent or hypocritical (Cialdini, 2007). One way to use consistency as a
persuasion strategy is to elicit a commitment from someone, either verbally or in writing, and
then remind them of their obligation to follow through. For example, a salesperson might ask a
potential customer to try out a free sample of a product, and then later ask them to buy the full
product. This is based on the assumption that once someone has agreed to the small request, it is
more likely that they will agree to the larger one, because they want to be consistent with their
initial behavior (Freedman & Fraser, 1966).

Another example is a salesperson may use consistency to persuade a customer by asking them to
sign a petition for a cause they support, and then suggesting that they buy a product that is
related to the cause (Guéguen, 2003).
Consistency can also be a moral virtue, especially for Christians, who are called to be consistent
with God’s will and character by obeying his commandments, following his guidance, and
imitating his attributes of love, truth, and grace. This means showing compassion, honesty, and
forgiveness to others, regardless of the circumstances (Colossians 3:12-17). However, a Christian
should not be consistent with legalism, hypocrisy, or judgment by imposing rigid rules,
pretending to be righteous, or condemning others (Matthew 23:1-36).

In conclusion, we have seen how conformity influences people’s behavior in various ways, and
what are the possible reasons and outcomes of conformity. Conformity can be beneficial or
harmful depending on the situation and the motivation behind it, and that people should be aware
of the causes and consequences of their behavior. Conformity is a complex and diverse social
phenomenon that can have both positive and negative effects on people’s behavior, depending on
the context and the motivation. However, conformity can also be harmful if it leads to blind
obedience, separation, or loss of individuality. Therefore, it is important to be mindful of the
factors that affect conformity and the potential consequences of conforming or not conforming to
others.
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