AO1 Explanations for Conformity

• Who proposed the two-way process theory?

  Deutsch and Gerard
• What is the two-way process theory?

  There are 2 main reasons people conform. They are based on two central human needs:

  1. The need to be right
  2. The need to be liked
• What is Informational Social Influence (ISI)?

  Conforming to others' behaviour due to the belief that they possess correct information. Often we are uncertain about what behaviours or beliefs are right or wrong. This causes individuals to follow the behaviour of the group
• ISI is a cognitive process because it is to do with what you think
• IsI is most likely to happen in what type of situations?

  New situations (so you don't know what is right) or situations where there is ambiguity (so it isn't clear what is right)
• ISI also occurs when one person (or group) is regarded as being more of an expert
• What is Normative Social Influence (NSI)?


  When conformity occurs because someone wants to be liked and be part of the group or have their approval.
• What type of process is NSI?

  An emotional process as people do not like to appear foolish and prefer to gain social approval rather than be rejected
• NSI is likely to occur in what kinds of situations?

  • Situations with strangers where you may feel concerned about rejection
  • With people you know to avoid embarrassment and gain social approval
  • Stressful situations where people have a greater need for social support