Question
Outline informational social influence as an explanation for conformity. [3 marks]
Answer
Informational social influence (ISI) occurs when an individual conforms because they want to be 'right'. People conform when they believe someone else has more knowledge or expertise, particularly in unfamiliar, ambiguous or novel situations. ISI often leads to internalisation, where both public behaviour and private beliefs change. This change is often long-term/permanent.
Examiner Comment: Students often confuse informational and normative social influence, so it is important to understand the difference between these two explanations of conformity. For 3-mark questions, ensure you include enough detail to gain full marks — for example, three clear points using appropriate specialist terminology.