Briefly outline and evaluate normative social influence as an explanation for conformity. [4 marks]

Answer: Normative social influence occurs (NSI) when an individual conforms to 'fit in' with a group and avoid social rejection (e.g. being seen as an outsider). NSI is often associated with compliance because the change in behaviour is typically short-term and only lasts while the person is in the presence of the group.

There is research support for normative social influence as an explanation for conformity. In post-experiment interviews, Asch found that participants conformed to fit in with the group, even though they knew the majority was incorrect. This demonstrates that the participants conformed due to NSI, as they changed their public behaviour but not their private beliefs.

Examiner Comment: Students often find it difficult to provide effective evaluation in questions of this kind. The key is to use research, such as Asch's study, to support the idea of normative social influence. It is important to explain that the participants in Asch's research knew their answers were incorrect but conformed in order to fit in or avoid rejection. When using a study as evaluation, students must clearly explain how the findings support or challenge the explanation.