NSI AND ISI

• Normative social influence (NSI)

  When a person conforms to fit in with a group because they don't want to appear foolish or be left out
• Normative social influence (NSI)

  • Tends to occur in situations in which social pressure is high
• Normative social influence (NSI)

  • A person saying that they like a particular singer in front of their friends to avoid appearing uncool
• Informational social influence (ISI)


  When a person conforms because they have a desire to be right, and look to others who they believe may have more information
• Informational social influence (ISI)


  • Often occurs in ambiguous situations where a person is unsure of a situation or lacks knowledge
• Informational social influence (ISI)


  • Someone follows a crowd of people going in the opposite direction, thus the individual conforms and follows the crowd thinking they're going the right way