Conformity types

• What is informational social influence (ISI)?

  We agree with the opinion of the majority because we believe it is correct
• In what situations is ISI most likely to occur?

  In new or ambiguous situations and crisis situations
• What is normative social influence (NSI)?

  It is the influence to conform to the expectations of others to gain social approval
• When is NSI likely to occur?

  In situations with strangers or in stressful situations
• What evidence supports the existence of NSI?

  Participants conformed less when they wrote answers privately (12.5%)
• What are the three types of conformity according to Herbert Kelman?

  1. Internalisation
  2. Identification
  3. Compliance
• What is internalisation in the context of conformity?

  It is when a person genuinely accepts group norms, resulting in a permanent change in opinions/behaviour
• What is identification in the context of conformity?

  It is when a person conforms to be part of a valued group, even if they don't fully agree with the group
• What is compliance in the context of conformity?

  It is when a person publicly agrees with the group but privately maintains their own opinions
• What are the two main reasons people conform according to Deutsch and Gerard's two-process theory?


  The need to be right (ISI) and the need to be liked (NSI)
• How does ISI lead to a change in opinion/behaviour?

  It leads to a permanent change because it is a cognitive process (internalistation)
• How does NSI lead to a change in opinion/behaviour?

  It leads to a temporary change because it is an emotional process (compliance)
• What is a limitation of NSI regarding individual differences?

  NSI does not predict conformity in every case, as some individuals have a stronger need for affiliation
• Who found that students with a strong need for affiliation were more likely to conform?

  Paul McGhee and Richard Teevan
• What does the term 'nAffiliators' refer to?

  Individuals who have a strong need for affiliation and relate to others