Explanations for conformity

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Normative Social Influence (NSI)

When a person yields to group pressure because they want to fit in with the group. E.g. Asch's Study.

Conforming because the person is scared of being rejected by the group.

This type of conformity usually involves compliance – where a person publicly accepts the views of a group but privately rejects them.

It’s an emotional process rather than a cognitive process.

It usually happens in situations that are unambiguous.

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Informative Social Influence (ISI)

This usually occurs when a person lacks knowledge and looks to the group for guidance.

It occurs in ambiguous (i.e. unclear) situations and we tend to follow the majority of the group because we want to be right.

This type of conformity usually involves internalisation – where a person accepts the views of the groups and adopts them as an individual.

It’s a cognitive process as it's to do with what you think.

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