Briefly outline and evaluate normative social influence as an explanation for conformity. (Total 4 marks)

Model Answer 

Normative social influence (NSI) occurs when individuals conform to be liked or accepted by a group. It is an emotional process often driven by the desire to avoid rejection or gain social approval, such as agreeing with friends’ opinions to maintain group harmony.

One strength of NSI is its supporting evidence from research. (Point) For example, Asch’s study showed that participants conformed to incorrect answers in order to avoid group disapproval, highlighting the impact of NSI on behaviour. (Why) This supports the validity of NSI as an explanation for conformity, demonstrating its relevance in real-world social interactions.