Social Influence

• Definition of Conformity:

  A change in a person's behavior or opinions as a result of real/imagined pressure from a person/group of people.
• Types of Conformity

  • Compliance - go along in public but not privately.
  • Identification - conform to group we value, disagree in private.
  • Internalisation - accept group norms - private and public.
• Compliance


  • Going along with others in public, but privately not changing your personal opinions/behaviours
  • Superficial change - opinion/behaviour stops as soon as group pressure stops.
• Identification


  • Conform to opinions/behaviour of a group because we value something about that group
  • Publicly change opinions/behaviour, even if privately you don't agree.
• Internalisation


  • Occurs when a person genuinely accepts group norms.
  • Private AND public change in opinions/behaviour.
  • Change will likely be permanent (as attitudes are internalised) and persists even when other group members are absent.
• Informational Social Influence (ISI)

  We agree with the opinion of the majority because we believe it's correct - accept it because we want to be CORRECT too. May lead to internalisation (permanent change).

  • Likely to happen in situations that are new (don't know what is right), have ambiguity (not clear what is right), a crisis (requires fast decision) or where you believe another person is an expert.
  • Cognitive process - to do with what you think.
• Normative Social Influence (NSI)

  We agree with the opinion of the majority because we want to gain SOCIAL APPROVAL - and be liked/accepted. Leads to compliance (temporary change).

  • Likely to happen in situations with strangers where you feel concerned with rejection. May also occur with people you know where you are concerned about the social approval of friends, and stressful situations where there is a greater need for social support.
  • Emotional process - rather gain social approval.
• Explanations of Conformity:


  Informational Social Influence (ISI) - want to be correct.

  Normative Social Influence (NSI) - want to gain social approval.