Explanations for conformity

• informational socialExplanations for conformity

  Unlike types of conformity that aim to describe how an individual conforms, explanations for conformity aim to describe why people conform. There are two explanations for conformity: normative social influence (NSI) and informational social influence (ISI).
• Normative social influence (NSI)

  • Normative social influence (NSI) suggests individuals conform to the majority to be liked and accepted by the group.
  • NSI occurs in situations where there is a chance of rejection.
  • Individuals conform to avoid discomfort or ridicule.
  • NSI typically results in compliance, with a public change in behavior but a different private view.
  • NSI usually has a temporary effect.
  • Example: An individual continues to drink despite feeling sick to avoid being judged by friends.
• Informational social influence (ISI)

  • Informational social influence (ISI) suggests individuals conform to the majority due to a lack of knowledge on how to behave and the desire to be right.
  • ISI occurs in ambiguous situations where the correct action is unclear.
  • Individuals conform to avoid the embarrassment of being wrong.
  • ISI typically results in internalization, with both public and private changes in behavior and beliefs.
  • ISI usually has a permanent effect.
• evaluation for normative and informational social influence as explanations for conformity

  • supported by research evidence
  • failing to account for individual differences
  • falsely assessed
  • they can be utilised for practical benefit within society