Types of conformity explain how a person conforms, while explanations for conformity explore why a person conforms. There are two main explanations for conformity: normative social influence (NSI) and informational social influence (ISI).

Normative Social Influence (NSI): NSI occurs when an individual conforms to ‘fit in’ with a group. People conform due to a desire to belong to a group and avoid social rejection (e.g. being seen as an outsider). NSI is often associated with compliance because the change in behaviour is typically short-term and only lasts while the person is in the presence of the group. This means NSI usually leads to temporary changes in behaviour, motivated by the need to be accepted by a larger group.

Informational Social Influence (ISI): 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. For example, if someone is unsure which cutlery to use at a formal dinner, they may copy someone they perceive as more experienced. In this case, the person conforms because they trust that the other individual’s behaviour is correct for that situation. ISI often leads to internalisation, where both public behaviour and private beliefs change. This long-term change is significant because it indicates that the individual fully accepts the new beliefs as correct, integrating them into their belief system.

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