Going along with the group in order to gain approval or avoid disapproval - Does not result in any change in the person's underlying attitudes—only the views they express in public - Temporary change
Internalisation
Occurs when an individual accepts influence because of an acceptance of their views - Engage in a validation process—examining their own beliefs - Acceptance of the group's point of view is both public and private
Identification
An individual adopts an attitude or behaviour because they want to be associated with a particular person or group - Has elements of both compliance and internalisation public and private - Permanent change
Normative social influence
An individual conforms with the expectations of the majority in order to gain approval or avoid disapproval (emotional process) - Go only with the majority without really accepting their point of view—public only - Individual must believe they are under surveillance by the group - Based on the idea that humans have a fundamental need for social companionship and a fear of rejection
Normative social influence
Key study – Asch (1956) – followed majority to gain approval
Informational social influence
Occurs when an individual accepts information from others as evidence about reality (cognitive process) - The result of a desire to be right - More likely if the right course of action is unclear, or if others are experts - Change their public and private attitudes
