Explanations for conformity | AQA A-Level Psychology Revision

For 7182 specification, first teach in September 2025

AQA A-Level Psychology | Free Revision Notes

Estimated study time: 30 minutes

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These Explanations for conformity A-Level Psychology revision notes cover informational social influence and normative social influence. Both explanations describe why people may change their behaviour or beliefs in response to a group, but they involve different motives. Understanding this distinction builds on the different forms that conformity can take  and prepares you to explain how features such as task difficulty affect conformity. Learning to recognise each explanation in unfamiliar scenarios is particularly important for application questions.

Learning Objectives 🎯

By the end of this revision page, you should be able to:

• Define informational social influence.

• Define normative social influence.

• Explain why each form of social influence can produce conformity.

• Compare the motives underlying informational and normative social influence.

• Identify the circumstances in which each explanation is most likely to apply.

• Apply both explanations to unfamiliar situations.

Revision Notes 📚

Explanations for conformity A-Level Psychology revision overview

The two explanations for conformity specified by AQA are:

1. Informational social influence

2. Normative social influence

They explain conformity by focusing on two different needs:

• The need to be correct

• The need to be accepted

Informational social influence occurs when a person looks to a group for guidance because they believe the group may be correct.

Normative social influence occurs when a person conforms because they want social approval or wish to avoid rejection.

These explanations are related to, but different from, internalisation and compliance. Informational and normative social influence explain why conformity occurs. Internalisation and compliance describe the form of change that results.

Informational social influence

Informational social influence, often abbreviated to ISI, occurs when a person conforms because they want to be correct.

The person uses the opinions or behaviour of other people as a source of information. This is most likely to happen when the person is uncertain about what to think or do and believes that other group members may understand the situation better.

The process can be summarised as follows:

1. The person is unsure about the correct response.

2. They observe the judgements or behaviour of the group.

3. They assume that the group may possess useful or accurate information.

4. They accept the group’s position as correct.

5. Their behaviour or beliefs change to match the group.

Because the person may genuinely accept the group’s position, informational social influence is often associated with internalisation.

When is informational social influence most likely?

Informational social influence is particularly likely when:

• The situation is uncertain.

• The correct response is unclear.

• The task is difficult.

• The person lacks relevant knowledge or experience.

• Other group members appear knowledgeable or confident.

For example, a student is unsure how to respond to a difficult psychology question. Several classmates choose the same answer and explain their reasoning. The student accepts their explanation because they believe the classmates understand the material better.

This is informational social influence because the student conforms in order to be correct, rather than simply to gain approval.

The effect of a difficult task on conformity is developed further when studying Asch’s research and situational variables.

Informational social influence and internalisation

Informational social influence can lead to internalisation because the person accepts the group’s view as correct.

This may produce:

• A change in behaviour

• A change in beliefs

• A change that continues after the group is no longer present

For example, Arun’s friends explain why they believe travelling by public transport is more environmentally responsible than making short car journeys. Arun accepts their reasoning and begins using the bus. He continues doing so even when his friends are not present.

Arun has conformed through informational social influence because he believes that the group’s position is correct. The resulting change is likely to represent internalisation because his beliefs and behaviour have changed.

However, an application answer should always use the details in the scenario. Do not automatically assume that every example of informational social influence produces a lasting change.

Normative social influence

Normative social influence, often abbreviated to NSI, occurs when a person conforms because they want to be accepted by a group or wish to avoid social rejection.

The person may not believe that the group is correct. Instead, they match the behaviour or opinions of others because fitting in is socially important.

The process can be summarised as follows:

1. The person recognises that the group has a particular position or pattern of behaviour.

2. They want approval or acceptance from the group.

3. They may worry about rejection, embarrassment or standing out.

4. They publicly behave or respond in the same way as the group.

5. Their private beliefs may remain unchanged.

Because the person may change their public behaviour without changing their private beliefs, normative social influence is often associated with compliance.

When is normative social influence most likely?

Normative social influence is particularly likely when:

• The person wants to fit in.

• Membership of the group is important to them.

• The response is made publicly.

• The person wants approval from other group members.

• The person wishes to avoid embarrassment or rejection.

• There is a clear group expectation about how members should behave.

For example, everyone in a friendship group says that they enjoy a particular television programme. One member says that they enjoy it too, despite privately finding it boring, because they do not want to appear different.

This is normative social influence because the person’s motive is acceptance rather than accuracy.

Normative social influence and compliance

Normative social influence can lead to compliance because the person changes their public behaviour while their private beliefs remain unchanged.

This change is often:

• Public rather than private

• Temporary rather than lasting

• Dependent on the presence or expectations of the group

For example, Lily’s colleagues all order the same meal during a work event. Lily orders it too because she does not want to stand out, even though she would prefer something else. When eating alone the following week, she chooses the meal she originally preferred.

Lily has conformed through normative social influence because she wanted to avoid standing out. Her behaviour represents compliance because her personal preference did not change.

Understanding why some people are able to reject this pressure will be useful when studying how individuals resist conformity.

Comparing informational and normative social influence

Feature	Informational social influence	Normative social influence
Main motive	The need to be correct	The need to be accepted
View of the group	The group is treated as a source of information	The group is treated as a source of approval or rejection
Most likely circumstances	Uncertain, ambiguous or difficult situations	Situations where fitting in or gaining approval is important
Effect on beliefs	Beliefs may genuinely change	Private beliefs may remain unchanged
Commonly associated type of conformity	Internalisation	Compliance
Likely duration	May be lasting	Often temporary
Typical scenario clue	“They probably know better than I do”	“I do not want them to reject me”

A useful memory rule is:

Informational influence is about information. The person wants the correct answer.

Normative influence is about norms. The person wants to follow the group’s expectations.

Can both explanations operate in the same situation?

Informational and normative social influence are separate explanations, but a situation may contain evidence of both.

A student joining a new course might follow the behaviour of classmates because:

• They believe the classmates understand the college rules better, which suggests informational social influence.

• They also want the classmates to accept them, which suggests normative social influence.

In an examination, base your answer on the motive described in the scenario. If the scenario provides clear evidence for both explanations, explain each motive separately.

Do not simply state that both apply. You must show how the details demonstrate:

• A desire to be correct

• A desire to be accepted

How to identify informational social influence in a scenario

Look for words or details suggesting that the person:

• Is uncertain

• Does not know the correct answer

• Finds the task difficult

• Believes that other people are more knowledgeable

• Accepts the group’s view as accurate

• Changes their private beliefs as well as their behaviour

Application example

Nadia has never attended a formal awards ceremony. She notices that everyone else stands when a guest enters the room. Nadia assumes that they understand the expected procedure, so she stands too.

This is informational social influence because Nadia is uncertain about the correct behaviour and uses the group as a source of information.

How to identify normative social influence in a scenario

Look for words or details suggesting that the person:

• Wants to fit in

• Wants approval

• Is worried about being rejected

• Does not want to look different

• Publicly agrees while privately disagreeing

• Changes their behaviour only when the group is present

Application example

Oscar’s friends all support the same sports team. Oscar says that he supports the team too because he wants to be included in their conversations. Privately, he supports a different team.

This is normative social influence because Oscar’s behaviour is motivated by the desire for acceptance. He does not privately accept the group’s position.

Normative pressure may also help explain how a majority maintains its influence, whereas consistency, commitment and flexibility become important when studying minority influence.

Applying explanations for conformity in an examination

Application questions assess whether you can use psychological knowledge in a particular context.

A strong application answer should follow three steps:

1. Name the explanation.

2. Select a relevant detail from the scenario.

3. Explain how that detail demonstrates the person’s motive for conforming.

Weak application

This is normative social influence because the person conforms.

This merely repeats the question and does not explain the person’s motive.

Stronger application

This is normative social influence because the person says that they agree with the group to avoid being excluded. Their conformity is motivated by a desire for social acceptance rather than a belief that the group is correct.

For informational social influence, a stronger answer might state:

This is informational social influence because the task is difficult and the person believes that the other group members know the correct answer. They therefore use the group as a source of information.

The key is to explain why the person conforms, not simply what they do.

Common Mistakes ⚠️

Mistake: Confusing informational social influence with normative social influence

Why this is incorrect:The two explanations involve different motives. Informational social influence is based on wanting to be correct, whereas normative social influence is based on wanting to be accepted.

How to improve:Ask one question when reading a scenario: does the person conform because they think the group is right, or because they want the group to like or accept them?

Mistake: Describing what happens without explaining why it happens

Why this is incorrect:Saying that someone copies a group identifies conformity, but it does not explain whether the cause is informational or normative social influence.

How to improve:State the motive behind the behaviour, such as uncertainty, the need for accurate information, the desire for approval or the avoidance of rejection.

Mistake: Assuming that a confident group automatically causes normative social influence

Why this is incorrect:Confidence may make the group appear knowledgeable. If the person follows the group because they think it is correct, the explanation is informational social influence.

How to improve:Focus on the conforming person’s reason for responding, rather than only on the appearance of the group.

Mistake: Assuming that any difficult situation produces informational social influence

Why this is incorrect:Difficulty can create uncertainty, but there must also be evidence that the person uses the group as a source of information.

How to improve:Link task difficulty to the person’s belief that other group members may know the correct answer.

Mistake: Treating informational social influence and internalisation as identical terms

Why this is incorrect:Informational social influence explains why conformity occurs. Internalisation describes the resulting change in behaviour and beliefs.

How to improve:Remember that an explanation gives the cause, whereas a type of conformity describes the nature and duration of the change.

Mistake: Treating normative social influence and compliance as identical terms

Why this is incorrect:Normative social influence is the desire for acceptance that causes conformity. Compliance is the temporary behavioural change that may result.

How to improve:Use normative social influence to explain the motive and compliance to describe the form of conformity.

Mistake: Repeating the scenario instead of applying psychological knowledge

Why this is incorrect:Copying details from a scenario does not show why those details support a particular explanation.

How to improve:After referring to a scenario detail, connect it explicitly to the desire to be correct or the desire to be accepted.

Exam-Style Questions ✍️

Question 1

Which one of the following is the main motive underlying informational social influence?

A. The desire to avoid responsibility

B. The desire to be correct

C. The desire to control a group

D. The desire to resist authority

[1 mark]

reveal mark scheme and indicative content

Answer: B. The desire to be correct.

Informational social influence occurs because people want to make the correct decision or behave correctly.

Question 2

Define normative social influence.

[2 marks]

reveal mark scheme and indicative content

Mark scheme

AO1 = 2

• 2 marks: Clear definition including the desire to gain approval, fit in or avoid rejection.

• 1 mark: Limited or partial definition.

• 0 marks: No relevant content.

Indicative content

• Conforming because a person wants to be accepted or liked by a group.

• The person may conform to avoid rejection, ridicule or disapproval.

• Often associated with compliance.

Example answer

Normative social influence is conformity caused by a desire to be accepted by a group and avoid rejection or disapproval.

Question 3

Explain one circumstance in which informational social influence is likely to occur.

[2 marks]

reveal mark scheme and indicative content

Mark scheme

AO1 = 2

• 1 mark for identifying an appropriate circumstance.

• 1 mark for explaining why ISI is more likely in that circumstance.

Indicative content

ISI is more likely:

• when a situation is ambiguous

• when a task is difficult

• when a person lacks knowledge or experience

• when others are perceived as experts.

Example answer

Informational social influence is likely when a task is difficult because a person may be unsure of the correct answer and therefore look to others for guidance.

Question 4

During a geography lesson, Imogen is unsure how to interpret an unfamiliar map. Three students in her group give the same answer and explain how they reached it. Imogen accepts their explanation and changes her answer.

Explain how informational social influence could account for Imogen’s behaviour.

[3 marks]

reveal mark scheme and indicative content

Mark scheme

AO2 = 3

Award 1 mark each for:

• Identifying informational social influence.

• Explaining that Imogen is uncertain because the map is unfamiliar.

• Explaining that she accepts the other students' answer because she believes they are more likely to be correct.

Indicative content

Imogen is unsure how to interpret the map, so she looks to the other students for information. Their agreement and explanation make their answer seem correct.

Example answer

Imogen is influenced by informational social influence because she is uncertain how to interpret the unfamiliar map. She therefore looks to the other students for guidance and accepts their explanation because she believes they know the correct answer.

Question 5

When Callum starts a new job, his colleagues all go to the same café at lunchtime. Callum does not like the café, but he goes with them because he wants to be included in the group.

Explain how normative social influence could account for Callum’s behaviour.

[3 marks]

reveal mark scheme and indicative content

Mark scheme

AO2 = 3

Award 1 mark each for:

• Identifying normative social influence.

• Explaining that Callum wants to be included or accepted by his colleagues.

• Explaining that he publicly goes to the café despite privately disliking it.

Indicative content

Callum conforms to gain social approval and avoid being excluded from his new group.

Example answer

Callum is influenced by normative social influence because he wants to be accepted by his new colleagues. Although he dislikes the café, he goes with them so that he can fit in with the group.

Question 6

Explain one difference between informational social influence and normative social influence.

[3 marks]

reveal mark scheme and indicative content

Mark scheme

AO1 = 3

Award marks for a clear comparison:

• 1 mark for an accurate feature of ISI.

• 1 mark for the contrasting feature of NSI.

• 1 mark for elaboration of the difference.

Indicative content

• ISI is motivated by the desire to be correct, whereas NSI is motivated by the desire to be accepted.

• ISI is more common in ambiguous or difficult situations, whereas NSI occurs where group approval is important.

• ISI is more likely to produce internalisation, whereas NSI is more likely to produce compliance.

Example answer

Informational social influence occurs because a person wants to be correct, whereas normative social influence occurs because they want to be accepted by the group. Therefore, ISI is more likely to involve genuine acceptance of the group's view, whereas NSI may only produce a public change in behaviour.

Question 7

Two students give the following explanations for changing their answers during a group task.

Student	Explanation
Aisha	“The question was difficult, and the others seemed to understand it better than I did.”
Dylan	“I thought my original answer was correct, but I did not want everyone else to laugh at me.”

Identify the explanation for conformity demonstrated by each student. Justify your answers.

[6 marks]

reveal mark scheme and indicative content

Mark scheme

AO2 = 6

Award up to 3 marks per student.

Aisha

• 1 mark: informational social influence.

• 1 mark: the task is difficult/she is uncertain.

• 1 mark: she believes the others have greater knowledge or are more likely to be correct.

Dylan

• 1 mark: normative social influence.

• 1 mark: he already believes his own answer is correct.

• 1 mark: he changes because he wants to avoid ridicule or rejection.

Indicative content

Student	Explanation	Justification
Aisha	Informational social influence	She is unsure because the question is difficult and believes the others know better.
Dylan	Normative social influence	He believes his own answer is correct but changes to avoid being laughed at.

Example answer

Aisha demonstrates informational social influence because she finds the question difficult and believes the other students know the correct answer. Dylan demonstrates normative social influence because he thinks his own answer is correct but changes it to avoid being laughed at by the group.

Question 8

A group of volunteers is asked to sort unfamiliar materials into recycling categories.

Rosa is uncertain where several items belong. She follows the decisions of two experienced volunteers because she believes they know the correct categories.

Marcus understands the categories but deliberately copies the group’s incorrect decision because he wants the other volunteers to accept him.

Explain how informational social influence and normative social influence account for Rosa’s and Marcus’s behaviour.

[6 marks]

reveal mark scheme and indicative content

Mark scheme

AO2 = 6

Award up to 3 marks for each person.

Rosa

• 1 mark: informational social influence.

• 1 mark: she is uncertain about the unfamiliar materials.

• 1 mark: she follows experienced volunteers because she believes they know the correct answer.

Marcus

• 1 mark: normative social influence.

• 1 mark: he already understands the categories and knows the group's decision is incorrect.

• 1 mark: he conforms because he wants acceptance from the group.

Indicative content

• Rosa conforms because she wants to be correct and regards the experienced volunteers as a source of information.

• Marcus conforms because he wants to be accepted, despite privately knowing the group is wrong.

Example answer

Rosa demonstrates informational social influence because she is uncertain where the materials belong and believes the experienced volunteers are more likely to know the correct categories. Marcus demonstrates normative social influence because he knows the group's answer is wrong but copies it anyway because he wants the other volunteers to accept him.

Question 9

During her first week at college, Erin notices that most students remain silent during independent study sessions. She remains silent because she does not want the other students to think she is disruptive. Later, Erin is given a difficult laboratory task. She copies the method used by the rest of her group because she believes they understand the instructions better.

Explain how two different explanations for conformity account for Erin’s behaviour.

[8 marks]

reveal answer and indicative content

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