Social Influence Dynamics in Conformity Situations

Humans are social beings who spend most of their lives in the presence of other people.Our existence revolves around social interactions(Taylor, Peplau & Sears, 2003;Singleman & Rider, 2006).Through socialization we identify with a social group or individuals. We learn to value the attitudes, positions and opinions held by our social group. Hence, social influence is a central part of human behaviour(Taylor, Peplau & Sears,2003).Asch's work had a profound interest on how psychologist think about and study social influence(Levine, 1999).Asch focused his attention at the individual level and may have slowed down interest in social interactions or group processes(Leyens & Cornelle, 1999).This dissertation builds on Asch's study of social influence in groups, by examining how normative factors (status) affect the conformity situation,and its ability to override the Asch paradigm (majority- minority condition).It also aimed at investigating whether individuals conform premised on the Asch paradigm (majority-minority condition),or based on the existence of social categories.