<P> Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others . These include our need to be right ( informational social influence ) and our need to be liked ( normative social influence ) . Informational influence ( or social proof ) is an influence to accept information from another as evidence about reality . Informational influence comes into play when people are uncertain , either because stimuli are intrinsically ambiguous or because there is social disagreement . Normative influence is an influence to conform to the positive expectations of others . In terms of Kelman 's typology , normative influence leads to public compliance , whereas informational influence leads to private acceptance . </P>
<P> Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others . These include our need to be right ( informational social influence ) and our need to be liked ( normative social influence ) . Informational influence ( or social proof ) is an influence to accept information from another as evidence about reality . Informational influence comes into play when people are uncertain , either because stimuli are intrinsically ambiguous or because there is social disagreement . Normative influence is an influence to conform to the positive expectations of others . In terms of Kelman 's typology , normative influence leads to public compliance , whereas informational influence leads to private acceptance . </P>
the two major kinds of social influence are
the two major kinds of social influence are
informational social influence normative social influence
informational social influence normative social influence