Why People Conform AO1

• Normative social influence


  Going along with the majority through fear of rejection, desire to be liked. Leads to compliance.
• Normative social influence


  • Temporary change in behaviour - public views but not private
  • Conforming for emotional reasons
  • More likely to occur with known people we are concerned with the social approval of our friends
  • More likely in stressful situations where we need social support
• Informational social influence


  Going along with the majority through acceptance of new information, a desire to be right. Leads to internalisation.
• Informational social influence


  • Conforming for cognitive reasons, rationality
  • Permanent change in behaviour - public and private views
  • More likely to happen in unclear, ambiguous situations if the group is assumed to have superior knowledge