Explanations for conformity

Types of conformity describe how a person conforms, whereas explanations of conformity describe why a person conforms. There are two key explanations for conformity: normative social influence and informational social influence.

NORMATIVE SOCIAL INFLUENCE

Normative social influence occurs when a person conforms in order to fit in with a group. They do this because they want to be accepted and avoid social rejection, such as being seen as different. Normative social influence is usually linked to compliance because the person changes their public behaviour without necessarily changing their private beliefs. As a result, the change is often temporary and only lasts while the person is in the presence of the group.

INFORMATIONAL SOCIAL INFLUENCE

Informational social influence occurs when a person conforms because they want to be right. This usually happens when they believe that someone else has more knowledge or expertise, especially in unfamiliar, ambiguous or new situations. For example, if a person is unsure which cutlery to use at a formal dinner, they may copy someone they see as more experienced. In this situation, they conform because they believe that the person's behaviour is the correct response. Informational social influence is often linked to internalisation because it can lead to a change in both public behaviour and private beliefs. This long-term change is important because it shows that the person has accepted the new belief as correct and incorporated it into their own belief system.

EXAM HINT: Students often confuse types of conformity with explanations for conformity. Types of conformity explain how a person conforms, whereas explanations for conformity explain why a person conforms.