normative social influence

• Is about norms
• Norms regulate the behaviour of groups and individuals so it is not surprising that we pay attention to them
• People do not like to appear foolish and prefer to gain social approval rather than be rejected so NSI is an emotional rather than cognitive process
• NSI Leads To a temporary change in opinions/ behaviour (compliance)
• NSI is likely to occur in situations with strangers where you may feel concerned about rejection
• It may also occur with people you know because we are most concerned about the social approval of our friends