Types and explanations

• Internalisation

  • Occurs when a person genuinely accepts the group norms. This results in a private as well as a public change of opinion/behaviour
  • This change is usually permanent because attitudes have been internalised i.e. become part of the way the person thinks
  • The change in opinion/behaviour persists even in the absence of other group members
• Identification

  • Sometimes we conform to the opinions/behaviour of a group because there is something about the group we value.
  • We identify with the group, so we want to be part of it.
  • This identification may mean we publicly change our opinions/behaviour to be accepted by the group, even if we don't privately agree with everything the group stands for.
• Compliance

  • This type of conformity involves simply 'going along with others' in public, but privately not changing personal opinions and/or behaviour.
  • Compliance results in only a superficial change. It also means that a particular behaviour or opinion stops as soon as group pressure stops.
• Informational social influence

  • Following the behaviour of the group because you want to be right
  • ISI is a cognitive process because it involves what you think. It leads to a permanent change in opinions/behaviour (internalisation)
  • ISI is most likely to happen in situations that are new to a person (so you don't know what is right) or where there is some ambiguity (so it isn't clear what is right)
  • It also occurs in crisis situations where decisions have to be made quickly and we assume that the group is more likely to be right
• Normative social influence

  • Following the behaviour of the group because you want to be liked/seek social support
  • People prefer to gain social approval rather than be rejected
  • NSI is an emotional rather than cognitive process
  • It leads to a temporary change in opinions/behaviour (compliance)
  • NSI is likely to occur in situations with strangers where you may feel concerned about rejection
  • It may be more pronounced in stressful situations where people have a greater need for social support