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Lily
03/12/2025
Psychology
Conformity - Social Influences
93
•
3 Dec 2025
•
Understanding Conformity and Social Influences
Lily
@l_parmar
1 / 3
Understanding Conformity and Its Types
Conformity happens when you change your behaviour due to real or imagined pressure from a majority group. It's basically that feeling of "everyone else is doing it, so maybe I should too."
There are three main types you need to know. Compliance is when you go along with the group publicly but secretly disagree - think nodding along to avoid conflict whilst rolling your eyes internally. Identification means you actually start believing what the group believes, but only whilst you're part of that group - like temporarily adopting your football team's values during the season.
Internalisation is the strongest type where you genuinely change your beliefs permanently. This is when the group's influence becomes part of who you are, not just what you do to fit in.
Quick Tip: Remember the three types by thinking about how long they last - compliance disappears when the group leaves, identification lasts whilst you're in the group, and internalisation sticks forever.
Why We Conform: Two Key Reasons
Psychologists Deutsch and Gerard identified two main reasons why we conform, and understanding these will help you ace your exam questions.
Informational Social Influence (ISI) kicks in when you're genuinely unsure what's right. You look to others because you want to be correct - it's a thinking process. This usually leads to internalisation because you've actually changed your mind. You'll see ISI most in new situations, ambiguous scenarios, or during a crisis.
Normative Social Influence (NSI) is all about emotions and wanting to be liked. You conform to gain approval and avoid rejection, even if you know the group might be wrong. This typically leads to compliance - you're just going along with it. NSI happens most with strangers (when you're worried about being rejected), with friends (to stay popular), or in stressful situations.
Memory Hook: ISI = "I want to be right" (Information), NSI = "I want to be liked" (Need approval).
Research Evidence and Limitations
The research backing these theories is pretty solid. Asch's famous conformity studies showed NSI in action - participants admitted they felt self-conscious giving different answers from the group. When they could write answers privately, conformity dropped massively because there was no social pressure.
Lucas's maths study proved ISI works too. When maths problems got harder and more confusing, participants were more likely to copy wrong answers because they didn't want to be incorrect in an ambiguous situation.
However, these theories aren't perfect. NSI doesn't predict everyone's behaviour - some people (called "nAffiliators") are naturally more eager to please and conform more than others. Plus, in real life, it's often impossible to tell whether someone's conforming due to ISI or NSI, making the theories harder to apply practically.
Exam Tip: Always mention both strengths (research support) and weaknesses (individual differences, difficulty distinguishing between ISI and NSI) for full marks in evaluation questions.
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The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
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Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
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Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
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very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
Understanding Conformity and Social Influences
Lily
@l_parmar
Ever wonder why you suddenly start liking music your mates love, even if you weren't keen at first? That's conformity in action - our natural tendency to change what we do, think, or say because of pressure from the majority... Show more
Understanding Conformity and Its Types
Conformity happens when you change your behaviour due to real or imagined pressure from a majority group. It's basically that feeling of "everyone else is doing it, so maybe I should too."
There are three main types you need to know. Compliance is when you go along with the group publicly but secretly disagree - think nodding along to avoid conflict whilst rolling your eyes internally. Identification means you actually start believing what the group believes, but only whilst you're part of that group - like temporarily adopting your football team's values during the season.
Internalisation is the strongest type where you genuinely change your beliefs permanently. This is when the group's influence becomes part of who you are, not just what you do to fit in.
Quick Tip: Remember the three types by thinking about how long they last - compliance disappears when the group leaves, identification lasts whilst you're in the group, and internalisation sticks forever.
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Why We Conform: Two Key Reasons
Psychologists Deutsch and Gerard identified two main reasons why we conform, and understanding these will help you ace your exam questions.
Informational Social Influence (ISI) kicks in when you're genuinely unsure what's right. You look to others because you want to be correct - it's a thinking process. This usually leads to internalisation because you've actually changed your mind. You'll see ISI most in new situations, ambiguous scenarios, or during a crisis.
Normative Social Influence (NSI) is all about emotions and wanting to be liked. You conform to gain approval and avoid rejection, even if you know the group might be wrong. This typically leads to compliance - you're just going along with it. NSI happens most with strangers (when you're worried about being rejected), with friends (to stay popular), or in stressful situations.
Memory Hook: ISI = "I want to be right" (Information), NSI = "I want to be liked" (Need approval).
Sign up to see the contentIt's free!
Access to all documents
Improve your grades
Join milions of students
By signing up you accept Terms of Service and Privacy Policy
Research Evidence and Limitations
The research backing these theories is pretty solid. Asch's famous conformity studies showed NSI in action - participants admitted they felt self-conscious giving different answers from the group. When they could write answers privately, conformity dropped massively because there was no social pressure.
Lucas's maths study proved ISI works too. When maths problems got harder and more confusing, participants were more likely to copy wrong answers because they didn't want to be incorrect in an ambiguous situation.
However, these theories aren't perfect. NSI doesn't predict everyone's behaviour - some people (called "nAffiliators") are naturally more eager to please and conform more than others. Plus, in real life, it's often impossible to tell whether someone's conforming due to ISI or NSI, making the theories harder to apply practically.
Exam Tip: Always mention both strengths (research support) and weaknesses (individual differences, difficulty distinguishing between ISI and NSI) for full marks in evaluation questions.
We thought you’d never ask...
What is the Knowunity AI companion?
Our AI Companion is a student-focused AI tool that offers more than just answers. Built on millions of Knowunity resources, it provides relevant information, personalised study plans, quizzes, and content directly in the chat, adapting to your individual learning journey.
Where can I download the Knowunity app?
You can download the app from Google Play Store and Apple App Store.
Is Knowunity really free of charge?
That's right! Enjoy free access to study content, connect with fellow students, and get instant help – all at your fingertips.
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Most popular content: Normative Social Influence
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Can't find what you're looking for? Explore other subjects.
Students love us — and so will you.
4.9/5
App Store
4.8/5
Google Play
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user
The app is very easy to use and well designed. I have found everything I was looking for so far and have been able to learn a lot from the presentations! I will definitely use the app for a class assignment! And of course it also helps a lot as an inspiration.
Stefan S
iOS user
This app is really great. There are so many study notes and help [...]. My problem subject is French, for example, and the app has so many options for help. Thanks to this app, I have improved my French. I would recommend it to anyone.
Samantha Klich
Android user
Wow, I am really amazed. I just tried the app because I've seen it advertised many times and was absolutely stunned. This app is THE HELP you want for school and above all, it offers so many things, such as workouts and fact sheets, which have been VERY helpful to me personally.
Anna
iOS user
Best app on earth! no words because it’s too good
Thomas R
iOS user
Just amazing. Let's me revise 10x better, this app is a quick 10/10. I highly recommend it to anyone. I can watch and search for notes. I can save them in the subject folder. I can revise it any time when I come back. If you haven't tried this app, you're really missing out.
Basil
Android user
This app has made me feel so much more confident in my exam prep, not only through boosting my own self confidence through the features that allow you to connect with others and feel less alone, but also through the way the app itself is centred around making you feel better. It is easy to navigate, fun to use, and helpful to anyone struggling in absolutely any way.
David K
iOS user
The app's just great! All I have to do is enter the topic in the search bar and I get the response real fast. I don't have to watch 10 YouTube videos to understand something, so I'm saving my time. Highly recommended!
Sudenaz Ocak
Android user
In school I was really bad at maths but thanks to the app, I am doing better now. I am so grateful that you made the app.
Greenlight Bonnie
Android user
very reliable app to help and grow your ideas of Maths, English and other related topics in your works. please use this app if your struggling in areas, this app is key for that. wish I'd of done a review before. and it's also free so don't worry about that.
Rohan U
Android user
I know a lot of apps use fake accounts to boost their reviews but this app deserves it all. Originally I was getting 4 in my English exams and this time I got a grade 7. I didn’t even know about this app three days until the exam and it has helped A LOT. Please actually trust me and use it as I’m sure you too will see developments.
Xander S
iOS user
THE QUIZES AND FLASHCARDS ARE SO USEFUL AND I LOVE THE SCHOOLGPT. IT ALSO IS LITREALLY LIKE CHATGPT BUT SMARTER!! HELPED ME WITH MY MASCARA PROBLEMS TOO!! AS WELL AS MY REAL SUBJECTS ! DUHHH 😍😁😲🤑💗✨🎀😮
Elisha
iOS user
This apps acc the goat. I find revision so boring but this app makes it so easy to organize it all and then you can ask the freeeee ai to test yourself so good and you can easily upload your own stuff. highly recommend as someone taking mocks now
Paul T
iOS user