Informational Social Influence

• Where people conform because they are uncertain about what to do in particular situations- 'Wisdom of the crowds.'
• We agree with majority, we think they are correct.
• We accept this as we have desire to be correct.
• Cognitive process, as to do with what we think.
• Tends to lead to internalisation.
• Occurs in:

  • New situations.
  • Ambiguous situations.
  • Where expert is present.
  • Crisis happens, decision made quickly.