Normative Social Influence: Driven by the desire to be liked. (1) An individual will 'go along with' a group's behaviour in order to avoid ridicule, gain acceptance and fit in. (1) This is an emotional process. (1)
Informational Social Influence: Driven by the desire to be right. (1) An individual is unsure (lacks knowledge) about how to behave so they seek guidance from the group about how to behave and assume it is right. (1) This is a cognitive process. (1)
