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University of Guelph
PSYC 2310
Saba Safdar

Chapter 7 th October 4 , 2012 This course is not cumulative. Conformity  When people are free to do as they please, they usually imitate each other  Definition: conformity is a change in behaviour or belief as a result of real or imagined pressure from others o Can be imagined or can be concrete Why Conform? 1. The need to know! o Informational social influence  Other people provide info which has influence on you to change your behaviour  Accepting others’ interpretation of an ambiguous reality in order to obtain accurate information  Muzafer Sherif’s studies  Autokinetic effect o Participants come to the lab, sit by yourself in a dark environment, 5 metres away there was a light at the end of the room. Look at the light, is it moving? And by how much is it moving? o They say it is moving in measurement by inches, it is not moving at all though. o They didn’t have any reference point to the light so it appeared it was wavering, visual illusion  Watch a video o 7 people in a room, 6 people are actors, the smoke from a fake fire is filling a room and the non-actor does not leave until told (average time- 13 minutes) o If they were by themselves, they left right away Multigenerational Norms  Study of transition of norms from generation to generation by MacNeil and Sherif o Four person group in the lab o 3 members were confederates, only 1 person was 1 regular real person o Establishing an arbitrary group norm of a light moving average 12 inches o Completing 30 judgement trials o Replacing one of the confederates with a new naive member after each 30 judgement trials o Continuing the study for 11 generations, each one involving the replacement of the oldest group member with a new membe
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