Suggests people conform as they want to be right (need for certainty)
Suggests we look to others for information on how to behave and adapt our behaviour accordingly
When does informational social influence usually occur?
When the situation is ambiguous (no clear answer)
In an emergency (no time to think)
When the group contains experts (believe they know better than us)
Which type of conformity does informational social influence link to?
Internalisation as it often leads to a long-lasting change in behaviour or attitudes as we genuinely believe in the behaviour we adopt.
What is normative social influence?
Suggests that people conform because they want to be liked (a need to seek approval from others and avoid rejection)
Conform to reduce the anxiety that is often linked to standing out from the crowd
We say it is an emotional response rather than a cognitive one
Often leads to compliance as it is a temporary change depending on the group we are in
How did Lucas provide research support for informational social influence?
He asked students to give answers to mathematical problems that were easy or more difficult. There was greater conformity to incorrect answers when the questions were more difficult compared to the easier questions. This was most true for students who rated their mathematical ability as poor.
