Normative social influence drives individuals to conform with group norms in order to fit in, feel good, and gain acceptance. This type of conformity is motivated by a desire for social approval and to avoid ridicule, rather than a belief that the group's actions are necessarily correct.

Normative Social Influence

Informational social influence occurs when individuals conform because they believe the group is competent and possesses accurate information. This type of influence is particularly strong in ambiguous situations where the correct course of action is unclear and individuals rely on the group for guidance.

Informational Social Influence

According to research by Deutsch and Gerard (1955), the motivations driving conformity are categorized into two main types. The first is normative social influence, which stems from a desire for social approval, and the second is informational social influence, which is based on the assumption that the group holds correct information.

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A key question arising from the Asch experiments is why participants would conform to a group's decision even when the task was simple and the correct answer was evident. This apparent contradiction highlights the need to understand the underlying psychological motivations for conforming.

The Puzzle of Conforming to Obviously Incorrect Answers

Spielman, R. M., Jenkins, W. J., & Lovett, M. D. (2020, April 22). Psychology (2nd ed.). OpenStax. https://openstax.org/books/psychology-2e/pages/1-introduction

OpenStax Psychology (2nd ed.) Textbook

Classification of Motivations for Conformity

The conformity observed in the Asch experiments is primarily an example of normative social influence. Because the line-judging task was clear and unambiguous, participants did not need to rely on the group for correct information. Instead, their compliance stemmed from a desire to fit in with the group and avoid ridicule.

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