Explain conformity and obedience using key studies (Asch, Milgram, Zimbardo) and the factors that increase or reduce them.

What this dot point is asking

You need to define conformity and obedience, describe the key studies, and explain the factors that increase or reduce them. This is a core external-exam topic.

Conformity

Conformity is a change in behaviour or belief to match a group, in response to real or imagined group pressure. Two main reasons drive it:

• Normative social influence - conforming to be accepted and avoid rejection (public agreement).
• Informational social influence - conforming because we believe the group has correct information, especially when a situation is ambiguous.

Asch's line studies

Solomon Asch (1951) asked participants to judge which of three lines matched a standard line. Confederates gave the same wrong answer aloud. About one third of responses conformed to the obviously wrong majority, and most participants conformed at least once, mainly through normative pressure.

Conformity in Asch's studies increased with larger majorities (up to a point) and unanimity, and decreased sharply when even one other person dissented (an ally), or when answers were given privately.

Obedience

Obedience is following the direct commands of a person in authority.

Milgram's obedience studies

Stanley Milgram (1963) told participants to give what they believed were increasing electric shocks to a "learner" who answered questions wrongly. Although the learner was a confederate and no real shocks were given, 65 percent of participants continued to the maximum 450 volts when prompted by the experimenter.

Obedience decreased when the authority figure was less legitimate or absent, when the participant was closer to the victim, and when others refused to obey. It increased when the authority appeared legitimate and took responsibility.

Zimbardo's Stanford prison study

Philip Zimbardo (1971) assigned student volunteers to be guards or prisoners in a simulated prison. Many guards became abusive and prisoners distressed, and the study was stopped early. It illustrated how powerful situations and assigned roles can shape behaviour, though it has been criticised for its methods and for guards being encouraged towards harsh behaviour.

Factors and ethics

Across these studies, situational factors (proximity, legitimacy of authority, presence of allies, group size and unanimity) strongly affect social influence. The studies also raised major ethical concerns about deception, lack of informed consent, psychological harm and the right to withdraw, which shaped modern ethical guidelines.