Explanations for conformity.

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Informational Social Influence (ISI): about information, the desire to be right. Cognitive process that leads to internalisation. Occurs in ambiguous situations.
Normative Social Influence (NSI): about norms, the desire to behave like others and not look foolish. Emotional process, people want social approval rather than rejection. Leads to compliance and occurs in unfamiliar situations and with people we know.
Two process theory: Deutsch and Gerard (1955) brought ISI and NSI together in their two process theory of social influence. Argued that people conform because of two basic human needs: the need to be right (ISI) and the need to be liked (NSI).

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