NSI occurs when an individual conforms to the group’s behaviour or attitudes primarily to gain acceptance or avoid rejection. This form of social influence is driven by an emotional need to be liked and to fit in with the group, even if it means that the person does not privately agree with the group’s stance. NSI typically results in compliance. E.g. A student might laugh at a joke during a group discussion even if they do not find it funny, solely to avoid appearing odd or to be accepted by their peers.
Informational Social Influence (ISI)
ISI occurs when an individual conforms because they believe that the group’s interpretation of a situation is correct. This type of influence is driven by a need to be accurate, mostly in uncertain situations. It often leads to internalisation because the individual adopts the group’s view as a source of information. E.g. Leah is starting a new job, she is uncertain about the proper procedures. She watches her colleagues and copies them, assuming that the group’s methods are the correct way. Leah comes to accept these practices as the right approach.
