A01 (SI conform)

• What is it?

  Deutsch & Gerard (1955) developed two-process theory, arguing there’s two main reasons for people conforming. Based on two human needs: the need to be right and the need to be liked.
• Name the two explanations

  Normative Social Influence (NSI)

  Informative Social Influence (ISI)
• What is NSI?


  We conform to be accepted by a group and/or to avoid being ridiculed and rejected by them. Often occurs when we think the group can reward or punish us. It may lead to a change in personal opinions. NSI is emotional rather than a cognitive process. More likely to occur in situations with strangers where someone may feel concern about rejection, it can also occur with people we know as we’re most concerned about social approval of friends.
• What is ISI?


  In new or ambiguous situations we look to see what others are doing in order to gain information. Also typical in crisis situations where decisions need to be made quickly. Often occurs when we don’t opinions or ability and likely to lead to change in personal opinions. As a result we don’t just comply in behaviour alone, also change our point of view both publicly and privately. Reasons why individuals follow behaviour is because people want to be right. ISI is a cognitive process as its to do with how you think.