hi everyone I'm Fiona and I'm going to be taking you through the first part of social influence as a part of paper one for the AQA alevel psychology now these PowerPoints are focused on the types and explanations of Conformity so first off we are going to look at the types and explanations of conformity so there are three types of Conformity that you can be asked about compliance identification and internalization compliance is the most shallow type of Conformity and it's where an individual goes along with others in public but privately they do not change their personal opinions or behavior so it's very superficial and a particular Behavior or opinion stops as soon as group pressure stops and an example study that looks at this is Ash's study of minority influence which we'll go on to next then we have identification which is a deeper level of Conformity it's the middle ground between compliance and internalization and identification occurs when we value something about the group that we are in we identify with it and so we want to be a part of it the individual accepts the attitudes and behaviors as right and true but the purpose of adopting them is to be accepted as a member of the group and this is seen in zimbardo's study in a mock prison and then the deepest level of Conformity is internalization and this is when a person genuinely accepts the group Norm resulting in a private and public change of behavior and this is likely to be permanent because attitudes have been internalized and this change persists even in the absence of the group and this is seen in mosque beich study of minority influence which we will look at in a different video so those are your three types of Conformity then there are two explanations normative social influence and informational social influence normative social influence or NSI is when a person conforms to be accepted or belong to a group a person conforms because it is socially rewarding or to avoid social punishment and it is usually associated with compliance and identification and it is very shortterm and it's all based on desire to be liked you're conforming to be liked then the next explanation is informational social influence and this is when a person conforms to gain knowledge or because they believe that someone else is right and this is usually associated with internalization so occurs on a long-term basis and results in a semi-permanent change in Behavior the belief is the result of a person adopting a new belief system because they genuinely believe that their new beliefs are right so you're conforming to be right that is the ao1 for types and explanations of Conformity then we have evaluations the color coding reflects the correct structure that you should be using for your evaluations in all of the topics that you do so red is your point strength or limitation purple is your evidence or your explanation and then green is your concluding sentence some of the evaluation ations have blue sentences in them and these are issues and debates or keywords that show a higher level of knowledge if you're working at an as level you do not have to worry too much about this however if you are working at an a level so in year 13 if you want to be achieving the top grades you need to be trying to include one issue and debate in each essay ideally if it doesn't fit that's fine however do your best to try and include keywords and there'll be later videos coming on issues and debates so the first evaluation a limitation of normative social influence is that researchers have found individual differences as to how NSI affects behavior for example those less concerned about being liked are less affected by normative social influence than those who do care about being liked and these people are described as neats due to their need to affiliate with other people this is shown by McGee and tan in 1967 who found that students higher need of affiliation were more likely to conform this matters because it shows that the desire to be liked underlies Conformity for some people more than others others and so there are individual differences in the way people respond the next evaluation is a strength of isi is that there is research support Lucas satal in 2006 asked students to give answers to mathematical problems that were easy or more difficult there was greater Conformity to incorrect answers when they were difficult rather than the easier ones and this was most true for students who rated their mathematical ability as poor so this study shows that people con form in situations where they feel they don't know the answer which is exactly the outcome predicted by isi this matters because it shows that people do conform to those around them when they don't know the answer and the research support strengthens the reliability of the explanation then the last evaluation is another limitation of the explanations is that it may be difficult to distinguish if normative social influence or informational social influence is taking place for example in the ash experiment the desent May reduce the power of NSI due to providing social support or isi because there's an alternative source of information this shows that it isn't always possible to be sure whether NSI or isi is at work furthermore ashy study was Android Centric androcentrism is when a research study only uses male participants but generalizes the results to non-male participants so in ashy study all of the participants were young and male and they were all American therefore it cannot be generalized to other cultures or to women ACC accurately so this matters because it casts doubt over the view of isi and NSI as two processes operating independently in conforming Behavior so that is all the knowledge you need to know for types and explanations of Conformity and if you have a 16 marker these are really good evaluations to include and the ao1 um is very straightforward as well so hopefully you won't have any issues with that and I've included a couple of exam questions and the mark schemes follow on the next few slides so what I'll do is I'll read out each question and then I'll give you um pause the video and you can have a go at it and then we'll go through the mark scheme and then I'll go through question two and the process will go I'll repeat the process so the first exam question is briefly outline and evaluate normative social influence as an explanation for Conformity and this is worth four marks so I'll give you a minute to pause the video and have a go at that okay so hopefully um many of you are able to give that a go some of the possible content that you could include is that people agree with the opinion of the majority in order to be liked and gain approval acceptance avoid rejection or to avoid ridicule and this often leads to compliance which is where people will agree publicly with the group but privately they do not change their personal opinions pole evaluation points you could bring in any pieces of research such as Ash you could talk about individual differences in how much people want to be liked by others and that is one of the valuations I included on this presentation as well and you could contrast it with other explanations such as informational social influence so hopefully that all makes makes sense if you struggle quite a bit of that question maybe watch the video again and have another go and see if you improve then the second question Steph and Jeff are student teachers who recently joined other members of staff on a one-day strike when asked why they decided to do so Steph replied I never thought I would strike but I listened to the other teachers arguments and now I've become quite passionate about it Jeff's explanation was different to be honest everyone else seemed to be striking and I didn't want to be the only one who wasn't discuss explanations for Conformity and refer to Steph and Jeff as part of your discussion and this is worth 16 marks so I'll pause the video if you want to time yourself and do it fully give yourself maybe 20 minutes um you can use the PowerPoint if you want to um if you feel like you need some extra support however if you feel confident enough write out a quick plan and see what you can remember to include in this essay so I hope some of you managed to have a go at that question and now I'll go through the mark scheme so for your ao1 you should be talking about normative social influence so referring to the social rules that given them Behavior and the need to be seen as a member of the social group it's all about desire for social approval and suggest that Conformity is public agreement with the group and not private agreement so it reflects compliance and how the change in attitude and behavior is temporary and then for informational social influence it's all about how the individual believes the group has more knowledge or expertise suggests that Conformity is agreement with the group due to uncertainty about correct responses or behavior on the part of the individual how it reflects internalization it's driven by the desire to be right and the changing attitude or behavior is likely to be more permanent and you can bring in any research that you want to such as Sheriff Ash Anderson there's so many out there and depending on what studies your teachers have included in whatever school you go to there were loads of options however that is not a requirement to get full marks on your ao1 the next we have your ao2 and this is all about linking it to the stem so with Steph she conformed for informational reasons so so she's become quite passionate suggesting the change in attitude is permanent and internalization has taken place Jeff conformed for normative reasons this is because he didn't want to be the odd one out so his behavior is temporary showing complies then your AO3 if you have a 16 marker and there is a stem or a scenario you only need two evaluations instead of the usual three because there are less marks available for the evaluation so some points include use of evidence to evaluate or discuss the explanations normative social influence can explain the results of Conformity studies in unambiguous situations like ash informational influence can explain conformity in ambiguous situations in which both public and private private agreement occurs you can bring in Ash variations which we'll move on to later you could bring in dispositional factors difficulty of measuring and or distinguishing between the two explanations there's so many things that you could talk about however the three that I've already gone through are very good options to include here as well so I hope that you all found this useful and if you have any questions pop them in the comments below and see if you can help each other out and gain knowledge from each other and I'll be back with another video thank you so much