What is conformity?
Conformity is a type of social influence involving a change in belief or behaviour in order to fit in with a group — even when we privately disagree with the majority position.
Definition
Conformity: yielding to group pressure even in the absence of a direct request to do so. (Kelman, 1958)
Three types of conformity
Kelman (1958) identified three distinct types, differing in depth of change and whether the change persists once group pressure is removed.
Shallow
Compliance
Public agreement only. No private belief change. Stops when group pressure is removed.
Moderate
Identification
Public and private beliefs shift — but only while group membership lasts.
Deep
Internalisation
Permanent change in belief and behaviour. Persists even without the group.
⭐ Examiner tip
Students often conflate internalisation and identification. The test: would the behaviour continue without the group? If yes → internalisation. If no → identification or compliance.
Explanations for conformity
ISI & NSI
Conforming because we look to others for information about what is correct — especially in ambiguous situations. This typically leads to internalisation (ISI). Conforming to gain approval or avoid rejection typically leads to compliance (NSI).
⚠ Common mistake
Many students write that ISI always produces internalisation. Only write internalisation if the belief change is genuine and permanent.
Key study
Key Study
Asch (1951)
The Line Study — Conformity to Majority Influence
Aim
To investigate whether people would conform to an incorrect majority answer on an unambiguous perceptual task.
Findings
75% conformed at least once. Average conformity rate: 32%. Only 25% never conformed.
Conclusion
People conform even on clear, unambiguous tasks — supporting NSI as a key explanation.
Evaluation
✓ High internal validity✓ Controlled conditions✗ Androcentric sample✗ Artificial task
Quick recall · flip the card
Which type of conformity produces a permanent change in belief?