Conformity Types and Social Influence: NSI & ISI with Research Evidence

Compliance

Going along with a group publicly while privately disagreeing, often to gain approval or avoid rejection.

Internalisation

Going along with a group both publicly and privately because you genuinely believe the group is right.

Normative Social Influence (NSI)

Conformity based on the desire to be liked, accepted, or avoid rejection by a group.

Informational Social Influence (ISI)

Conformity based on the desire to be correct, usually occurring in ambiguous situations where others are seen as a source of information.

NSI Explanation Point

Normative social influence explains conformity as the result of wanting social approval.

NSI Explanation

People conform to group norms to avoid rejection or embarrassment.

NSI Example

Laughing at a joke you do not find funny.

NSI Link

This shows conformity without private belief change.

ISI Explanation Point

Informational social influence explains conformity as wanting to be correct.

ISI Explanation

When situations are unclear, people look to others for guidance.

ISI Example

Copying answers in a difficult test.

ISI Link

This leads to internalisation.

Research Support for NSI Point

Asch's research supports NSI.

Research Support for NSI Explanation

Participants conformed to incorrect answers to avoid standing out.

Research Support for NSI Example

Line judgment task.

Research Support for NSI Link

This shows conformity driven by fear of rejection.

Research Support for ISI Point

Jenness' study supports ISI.

Research Support for ISI Explanation

Participants changed estimates after group discussion.

Research Support for ISI Example

Estimating jelly beans in a jar.

Research Support for ISI Link

This suggests people believed the group was correct.