1. Why do people conform?
NSI
ISI

2. NSI – Normative Social Influence
A01
Explanation of Compliance
Desire to
be liked
Adapting to a
group
position in
order to be
accepted
Public
It is rewarding to be
accepted
Do not privately accept
what we are
saying/doing

3. NSI – Normative Social Influence
A02
Asch!
Strength because it shows
that the NSI explanation is a
valid assumption as to why
people alter their behaviour
and conform to the majority
What research that we’ve already looked at
provides evidence for the NSI explanation?

4. NSI – Normative Social Influence
A02
Garandeau and
Cillessen (2006)
E.G. they found that a bully can
create a group, with the aim of
victimising another person, to
which other people (with poor
interpersonal skills) want to join
How does this support the explanation of
NSI?

5. NSI – Normative Social Influence
A02
Ignores the
importance of
being part of the
group
Studies have found that in
certain circumstances
individuals can maintain a
group answer long after the
How does this criticigsero tuhpe heaxsp lsaenpaatriaotne do.f
NSI?

6. ISI – Informational Social Influence
A01
Explanation of Internalisation
Desire to
be right
Adapting to a
group for
guidance
Usually in an ambiguous
Private
acceptance
situation
Look to others, who we
consider to have more
knowledge, for identification
of the right answer

7. ISI – Informational Social Influence
A02
Sherif!
Strength because it shows
that the ISI explanation is a
valid assumption as to why
people alter their behaviour
to be right
What research that we’ve already looked at
provides evidence for the ISI explanation?

8. ISI – Informational Social Influence
A02
Fein et al
(2007)
E.G. they found that
undecided voters could be
influenced by witnessing
others’ opinions of the
ability/performance of a
How does this support tphoel ietxicpalla cnaantdioidna otef ISI?

9. ISI – Informational Social Influence
A02
Asch (1951)
For example, when participants
were able to give answers
privately (without fearing
rejection from group) after being
exposed to group pressure, gave
correct answers
TIAWB it shows that in certain situations the
desire to fit in with a group is greater than the
desire to be right

10. Compare them!
Difference between NSI and ISI
NSI ISI
‐ Compliance
‐ Desire to be liked
‐ Public compliance
‐ Asch
‐ Unambiguous setting
‐ Internalisation
‐ Desire to be right
‐ Private acceptance
‐ Sherif
‐ Ambiguous setting

11. Exam style questions – p18
Discuss why people conform (12 marks)
• Adapting to be accepted, desire to be liked,
public compliance
• Don’t privately accept what we’re doing
publically
NSI
A01
• Asch 1951
• Garandeau & Cillessen (2006) OR Sherif/Rohrer
NSI
A02
• Look to others for the right answer, desire to be
right, private acceptance
• Can result in a change in private beliefs and
attitudes
ISI
A01
• Sherif 1936
• Cardwell (1996) OR Fein (2007)
ISI
A02

12. Exam style questions – p15
1. Conformity is the tendency for an individual
to change their behaviour and/or views in
response to real or imagined pressure from
an individual or social group
2. (a) Internalisation – C
Compliance – A
2. (b) (i) Becoming a vegetarian after a speech
from animal rights protesters
2. (b) (ii) Laughing at a joke you don’t find funny