Proposed by Deutsch and Gerard (1955), the two process theory explores
explanations as to why we conform. The two main explanations are
informational social influence (ISI) and normative social influence (NSI).
ISI can be defined as an individual conforming to the majority because they
believe that they are right. This is often the case when someone is in a
situation that is ambiguous. Individuals tend to turn to others in need of a
correct answer. ISI often leads to internalisation as the individual believes that
their new behaviour/view is the right one.
NSI is when an individual agrees to the opinion of the majority because they
want to be liked. For example, when an individual is introduced to a new group
and want to fit in. People tend to seek social approval than rejection thus
making NSI an emotional process rather than cognitive. NSI often leads to
compliance or identification because although they want to be a part of the
group does not necessarily mean that they must agree to everything the
majority say and so the individual may have their own private views.
There has been research for ISI by Lucas et al (2006). The study required
students to answer maths questions of varying difficulty. Lucas found that
there was a higher conformity rate for questions that were more difficult,
especially for participants who said that their maths skills were poor. This
shows that in situations where people do not know the answer, they are more
likely to look to others for help as we assume that people know better than us
and are more likely to be right.
Research by McGhee and Teevan (1967) found that individual differences can
affect how likely an individual would conform. People who are more
concerned with being liked are more likely to be affected by NSI. These
individuals are known as nAffiliators due to their high need for affiliation.
McGhee and Teevan found that students with a higher need for affiliation are
more likely to conform. This show that the desire to be liked underlies
conformity for some people more than others thus creating individual
differences in the way people respond.
Another study by Jenness (1932) shows the impact of ISI. He used an
ambiguous task that involved guessing the number of jelly beans in a jar
individually. The participants were then put into three groups and were asked
to come up with a group estimate. After discussion, the participants were
given another chance to write an individual estimate. Jenness found that
nearly all participants had changed their original answer demonstrating their
belief in the group's estimate as being more accurate than their own.
Deutsch and Gerard's 'two-process' theory is based on the idea that behaviour
is due to NSI or ISI however in some cases, both processes may be involved.
For example, in Asch's experiment, the introduction of a dissenter decreased
conformity. This may have reduced the effect of ISI as the participant had
social support as the dissenter gave a different answer to the majority. On the
explanations as to why we conform. The two main explanations are
informational social influence (ISI) and normative social influence (NSI).
ISI can be defined as an individual conforming to the majority because they
believe that they are right. This is often the case when someone is in a
situation that is ambiguous. Individuals tend to turn to others in need of a
correct answer. ISI often leads to internalisation as the individual believes that
their new behaviour/view is the right one.
NSI is when an individual agrees to the opinion of the majority because they
want to be liked. For example, when an individual is introduced to a new group
and want to fit in. People tend to seek social approval than rejection thus
making NSI an emotional process rather than cognitive. NSI often leads to
compliance or identification because although they want to be a part of the
group does not necessarily mean that they must agree to everything the
majority say and so the individual may have their own private views.
There has been research for ISI by Lucas et al (2006). The study required
students to answer maths questions of varying difficulty. Lucas found that
there was a higher conformity rate for questions that were more difficult,
especially for participants who said that their maths skills were poor. This
shows that in situations where people do not know the answer, they are more
likely to look to others for help as we assume that people know better than us
and are more likely to be right.
Research by McGhee and Teevan (1967) found that individual differences can
affect how likely an individual would conform. People who are more
concerned with being liked are more likely to be affected by NSI. These
individuals are known as nAffiliators due to their high need for affiliation.
McGhee and Teevan found that students with a higher need for affiliation are
more likely to conform. This show that the desire to be liked underlies
conformity for some people more than others thus creating individual
differences in the way people respond.
Another study by Jenness (1932) shows the impact of ISI. He used an
ambiguous task that involved guessing the number of jelly beans in a jar
individually. The participants were then put into three groups and were asked
to come up with a group estimate. After discussion, the participants were
given another chance to write an individual estimate. Jenness found that
nearly all participants had changed their original answer demonstrating their
belief in the group's estimate as being more accurate than their own.
Deutsch and Gerard's 'two-process' theory is based on the idea that behaviour
is due to NSI or ISI however in some cases, both processes may be involved.
For example, in Asch's experiment, the introduction of a dissenter decreased
conformity. This may have reduced the effect of ISI as the participant had
social support as the dissenter gave a different answer to the majority. On the
