explanations of conformity

• Informational social influence (ISI) is the tendency to conform to the opinion of others because we believe their opinion is correct
• Normative social influence (NSI) is an explanation of conformity that says we agree with the opinion of the majority because we want to gain social approval and be liked.
• ISI may lead to internalisation
• NSI may lead to compliance
• WHY people conform

  • Informational social influence (ISI) is about information, the desire to be right. Cognitive process
  • Normative social influence (NSI) is about norms, desire to be liked by other group members and to fit in. Emotional process.
• NSI is emotional
• ISI is cognitive