informational social influence

• when we conform because we are unsure of the situation, so we look to others who we believe may have more information than us as we want to be right
• We follow the behaviour of the group (the majority) because we want to be right
• ISI is a cognitive process because it is to do with what we think and it leafs to a permanent change in opinion/ behaviour
• It leads to internalisation
• ISI is most likely to happen in situations that are new to a person or where there is some ambiguity
• It occurs in crisis situations where decisions have to be made quickly and we assume That the group is most likely to be right