A01

• There are three forms of conformity: Internalisation involves genuinely adopting group norms, leading to both public and private changes in behaviour, which endure even in the absence of group pressure. Identification occurs when individuals value belonging to a group, prompting them to publicly conform to its norms. However, private beliefs may not align with the group's. Compliance, on the other hand, entails superficial conformity in public, with no genuine change in private opinions or behaviours.
• Deutsch and Gerard propose a two-process theory of conformity. Informational social influence (ISI) arises from uncertainty, where individuals believe the majority's opinion to be correct. It leads to internalisation and is common in ambiguous or crisis situations. Normative social influence (NSI) stems from the desire for social acceptance and conformity to group norms to avoid rejection. It results in compliance and is particularly pronounced in unfamiliar or stressful situations, emphasising emotional rather than cognitive processes.
• Compliance is often heightened in situations involving strangers or friends, where social approval is crucial for individuals' sense of belonging and support.