Explanations of Conformity

• Normative social influence (explanation) - NSI states that because humans are a social species, they have a need for social approval,whilst also harbouring a fear of rejection. Therefore, NSI states people conform because they need to be liked. Their conforming behaviour may only be

  public. Therefore, they only need to be seen to be conforming to the group.

  NSI often leads to compliance
• Informational social influence (explanation) - ISI states that humans have a need to feel confident that the information they have about the world is correct, and often will rely on others(more knowledgeable) to gain that factual information. ISI is most likely to occur when they are

  unsure about a topic or if the influencer seems to be an expert. This helps people to change their behaviour both publicly and privately.

  ISI often leads to indentification and internalisation.
• However, the NSI is said to have the least impact on peoples behavioural changes. Nolan investigated whether people detected the influence of social norms of their energy conservation behaviour. They believed their neighbours had the least impact on their energy behaviours but it had the biggest impact. This suggests that people who rely on beliefs about what should motivate their behaviour don't realise how much NI effects their behaviour. Therefore,the NSI is an incomplete explanation of why people conform.
• There is research support for NSI. Linkenbach and Perkins found that adolescents exposed to the simple message that the majority of their age peers did not smoke were subsequently less likely to take up smoking. This suggests, that people shape their behaviour out of desire to fit in with their reference group. Therefore, NSI is a strong explanation of why people conform.
• Furthermore, there is research support for ISI. Wittenbrick and Henley found p's exposed to negative information about African-Americans, later reported more negative beliefs about black individuals. This suggests,people may conform to negative views of black people especially if they have no experience of being around them. Therefore, ISI is a valid explanation of why people conform.