Informational Social Influence (ISI) is an explanation for conformity, where the question is who has the better information - you or the group, sometimes, we may not know the answer to a question, and the rest of the class give an answer, therefore, you accept that the class must be right, we follow the behaviour of the majority because we want to be right, it is a cognitive process, it is what we think, and it leads to a permanent change in opinion and behaviour (internalisation).