- who has better info; the need to be right. We follow the behaviour / answer of the group; we want to be right. It leads to internalisation, ISI mostly happens in situations new to someone or where there's some ambiguity; we are unsure and look towards the majority for
advice.
Normative Social Influence
- what is typical behaviour: the need to be liked. Norms regulate the behaviour of the groups and individuals. People prefer social approval rather than rejection. NSI is an emotioned rather than cognitive process. Is more likely to occur in situations with strangers where you may feel concerned about rejection. and leads to comple compliance. It may be more common in stressful situations; people have a greater need for social support.
Deutsch and Gerard found two explanations of conformity
