Occurs in situations where the correct behaviour is unclear, so individuals look to the majority for guidance how to behave because they want to be correct. ISI often results in internalisation, that is, permanently adopting the views of the majority.
Normative social influence (NSI)
Occurs in situations where individuals want to appear to be normal and one of the majority so that they are approved of and not rejected. NSI often results in compliance, or a superficial change in behaviour without change in personal values.
Variables affecting conformity
Group size
Unanimity
Task difficulty
Asch's (1951) study supported normative social influence (and thus compliance)
Asch's variation studies found that conformity increased with group size up to 3 confederates, decreased when another person gave the right answer, and increased when the task was more difficult.
Jenness' (1932) study supported informational social influence (and thus internalisation)
