Normative conformity: although they go along with the group norm, internally they still keep their own opinions.
Ash (1956) looked into conformity in a situation where the majority were clearly wrong. Participants shown three lines they needed to say which line of 3 matched the original line. The answer was clear by confederates apart from on real participant. Of 18 trials participants gave the wrong answer 12 times. This showed normative conformity. Participants wanted to fit in, and gave an answer along with the group despite knowing the answer was wrong.
Informational Conformity:
people yield to group pressure because they are unsure of the answer themselves or it the situation they are in is unclear. They internalise their response, so not only do they agree publicly with the other members of the group they also change their personal opinions.
