Social Influence

• conformity


  a type of social influence where a person changes their attitude or behaviour in response to group pressure
• Internalisation


  the behaviour or belief of the majority is accepted by the individual and becomes part of their own belief system
• Identification


  we identify with the majority opinions or behaviours because we value the group and want to become part of it - however, we privately agree with said opinions or behaviours
• Compliance 


  The individual changes their own behaviour to ‘fit in’ with the group, they may not necessarily agree with the behaviour or belief but they go along with it publicly - it is superficial as it only lasts as long as the group is present
• Informational social influence (ISI)

  • occurs due to our need to be correct in uncertain situations
  • we follow the majority as we believe they are more likely to be correct
  • it is a cognitive process and leads to internalisation
• Factors that increase informational social influence

  • presence of an expertise
  • ambiguous or difficult situations
  • stressful or crisis situation
• Normative social influence (NSI)

  • occurs due to our need to be accepted
  • we follow the behaviour of the majority as we consider it the norm
  • it is an emotional process and leads to compliance
• Factors that increase normative social influence

  • unfamiliar groups
  • familiar groups
  • stressful or crisis situations