There are two main explanations for conformity: normative social influence (NSI) and informational social influence (ISI). NSI takes place when a person conforms to ‘fit in’. With NSI, a person conforms because they want to feel as though they belong to a particular group and to avoid social rejection (e.g. being an outsider). NSI is often linked to compliance and identification because in both cases the change in behaviour is short-term, while the person is in the presence of the group.
There is research support for the notion of NSI. Asch found that the real participants gave visibly incorrect answers on a line judgement task, due to the influence from a larger group of confederates. When the participants were questioned, following the study, many explained that they had changed their answers in order to fit in and to avoid social rejection from the group. This suggests that the participants experienced NSI and conformed because they wanted to fit in and avoid social rejection.
Gillian is clearly showing NSI because she is conforming to join in with everyone else. Unlike Becky, Gillian doesn’t necessarily believe that her colleagues are right which means that she is conforming for normative reasons and not as a result of ISI. Therefore, Gillian is striking to fit in with the majority and is changing her public behaviour in the short-term, which is known as conformity.
ISI is where a person conforms to be ‘right’. With ISI, a person conforms because they believe that someone else has more knowledge and therefore knows how to behave appropriately in a particular social situation. ISI is often linked to internalisation, as a person will change their public behaviour and private beliefs over a longer period of time. This long-term change is important, as it suggests that a person fully accepts that these new beliefs are correct as they become part of their belief system.
There is also research support for the notion of ISI. Jenness (1932) asked participants to individually estimate the number of white beans in a jar, before discussing their answers as a group. Jenness found that when the participants were given a second opportunity to individually estimate the number of white beans, most of them changed their original answer and brought their original estimate closer to the group estimate. This suggests that the participants changed their original answer because they believed that the group had more knowledge collectively, and was more likely to be right, thus demonstrating the power of informational social influence.
Becky is showing ISI as she believes that her colleagues are ‘right’. She explains ‘I now see that they’re right, the conditions are certainly getting worse…’ Therefore, Becky is not only changing her public behaviour (going on strike) but also her beliefs (the conditions are getting worse). This means that Becky is likely to be exhibiting internalisation where she changes her public behaviour and private beliefs in the long-term.