Informational Social Influence and Normative Social Influence

Informational social influence (ISI) and 

Normative social influence (NSI)

INFORMATIONAL SOCIAL INFLUENCE (ISI)

This is when uncertainty leads to a person adopting the behaviour of others; they conform because they want to be right. The studies by Sherif and Jenness demonstrated ISI. 

Jenness (1932) conducted a study where individuals were shown beans in a jar and asked to guess their number. participants were then put in groups and asked to discuss the number and give a group estimate. When later given the option of changing their first guess, most participants wanted to change to a number closer to the group estimate.

Sherif (1935) studied conformity using an illusion called the autokinetic effect, where a point of light appears to move in a darkened room. When alone, there was a wide variation in people's estimates of how far the light had travelled but if estimates were called out aloud in a group of three, a group norm emerged.

An example of ISI is a person copying others if they don't know what to do on an unfamiliar transport network.

NORMATIVE SOCIAL INFLUENCE (NSI)

This is when a person is in doubt, but is influenced y social norms. This is based on a need to be liked and accepted by others. Normative social influence was a major factor is Asch's study. 

In the early research into conformity, participants were asked questions that had no clear right or wrong answer. In contrast, Asch (1955) gave people a simple task. Participants were shown two cards- a standard card with one line on it and a comparison card with three lines. They were then asked which line from the comparison card was the same length as the line on the standard card. When alone, over 99% of participants responses were correct.

When participants were placed in a group of stooges, all of whom had been briefed to give the wrong answer, conformity emerged. There were 18 trials, and on 12 of these, the stooges gave the sane wrong answer as each other. The true participant was always last or second last to answer. Out of 123 participants on 12 critical trials, 37% of answers conformed to the majority.

Despite the fact that they knew the correct answer, participants were pressured into giving wrong answers- they showed compliance. 75% gave a wrong answer at least once. Asch interviewed participants afterwards, discovering that many gave the wrong answer to avoid ridicule from the majority.

An example of NSI is when someone starts liking the same films and bands as their friends.