Social Influence

A change in belief or behaviour as a response to real or imagined social pressure. Also known as a magority influence.

Compliance:

A person may agree in public with a group of people, but privately disagrees with the groups' behaviours or beliefs.

Internalisation:

A person both agree in public with a group of people and agree in private. An inernal and external change in behavior. This is the deepest level of conformity.

Identification:

Someone conforms to the demands of their role in society. Change in external behaviors with no change in internal, personal opinion.

Normative Influence:

The human desire to be liked. An individual conforms in order to fit in with a group as they do not want to be left out. Normative Influence tends to lead to compliance, this means that any change of behavior is temporary.

Informational Influence:

The human desire to be right. An individual conforms because they are unsure of a situation or lack knowledge, and so they look to others to whom they believe may provide that evidence. Informational Influence tends to lead to internalisation, this means that any change of behavior may be permanent.