Explanations for conformity

Types of conformity explain how a person conforms, whereas explanations for conformity attempt to explain why a person conforms. 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. Therefore, NSI often leads to a short-term change in behaviour which is motivated by a desire to fit in with a larger group.

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. For example, if a person is unsure of which cutlery to use in a fancy restaurant, they may copy someone else who appears to be an experienced fine diner. Here a person will conform because they believe that the other person is ‘right’ and to behave appropriately in this social situation. Furthermore, once the person has learned this new behaviour, it will become part of their knowledge and lead to a long-term change in behaviour. 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.

Exam Hint: Students often confuse ‘types of conformity’ and ‘explanations for conformity’. Remember that types of conformity attempt to explain how a person conforms, whereas explanations for conformity attempt to explain why a person conforms.