PSYC1004 Study Guide - Final Guide: Optical Illusion, Social Reality, Social Influence
Norm Formation
Sherif's Autokinetic Studies (1935, 1936):
• Autokinetic effect is an optical illusion.
• People are placed in a dark room and asked to observe a pinpoint of light for some time.
• After a while, they will have the illusion that the light starts moving erratically.
• He looked at how much people thought the light moved when
alone and when in groups.
• We see much more variability when people do it alone and
homogeneity in groups. Once they do it alone again after having
done it in groups, their response has changed very much and is
influenced by the others.
Significance of Sherif's Studies
Issues
• "New and supra-individual qualities arise in group situations".
• Groups established own mean and range and when norm
changed, it affected group as a whole (conformity).
• Norms were social products established through interaction of
individuals and that continued to have meaning and influence
outside the setting of formation.
• Later replications group norms had impact 12 months later -
not short-term conformity.
• New methods for studying group processes.
• A problem with Sherif's
(1935) experiment is that
there was no correct
answer.
• What would happen if
there was a correct
response?
• Was it easier for social
norms to happen in
ambiguous situations?
Social Norms
• Norms are social uniformities which arise from processes of mutual influence between group members.
o Endorsed by group members.
o Describe appropriate behaviour.
o Expected by group members.
o "Oughtness" - obligation, duty.
o Express social values (what is "good").
Conformity
• Conformity - a tendency for people to change their perceptions, opinions and behaviour in ways that
are consistent with (explicit or implicit) group norms.
Asch (1951) - Line Judgement Studies
• 75% of participants follow the group and give the wrong answer on at least one occasion.
• On average across trials, 37% of responses conform.
Significance of Asch's Studies
• Shows how people will go along with the majority.
• People can turn their backs on reality and truth.
• Seen to shed light on "dark side of humanity" - go along even when we know it is wrong.
• Closer look at explanation - people actively trying to make sense of situation (not passive and sheep-
like) and mindful of the views of those around them.
What makes us conform?
• Group size
• Unanimity
• We admire the group's status and attractiveness - desire to belong.
• Our behaviour is visible to others in the group (public).
• We are socialised by a culture that encourages respect for social norms and discourages non-normative
behaviour.
Limits to Conformity
• The role of dissent (offense of expressing disagreement).
• Anonymity
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