Explanations for conformity

• Normative social influence (NSI)

  • Conforming to the majority to avoid being
  • rejected/outcasted. Driven by a desire to be liked and for social approval

  To do with your emotions and behaviour is superficial and temporary

  NSI leads to compliance
• Informational social influence

  Conforming to the majority because if a desire to be correct

  In situations where the right action or belief is ambiguous

  Driven by the belief that others have the right knowledge and are correct

  motivated by cognitive reasons

  Behaviour is genuine and permanent

  ISI leads to internalisations