Kelman And Mann's Theory Of Conformity

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Kelman and Mann agreed conformity is born from the need or want for acceptance and the motivation for that acceptance is varied based on situation. A motivation for acceptance is shame. When shamed, humans and nonhuman primates tend to seek acceptance (redemption) for loss of social standing, whether temporary or permanent. According to Henrich and Gil-White (2001), because humanity has evolved to a system where others elevate people rather than by pure dominance, humans instinctually conform to be awarded status “by observers rather than wrested by force from adversaries.” With high prestige comes an increased access to resources, and thus survival is easier; likewise, in a dominance hierarchy, admitting weakness can forego injury and shame

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