What does informational social influence refer to?

Informational social influence refers to the process by which individuals conform to the beliefs or behaviors of a group in order to gain accurate information about what is the correct or appropriate response in a given situation. This type of influence often occurs in ambiguous situations where a person is unsure of how to act, so they look to others for guidance, believing that the group is more knowledgeable.

In this context, conforming for informational reasons often leads to internalization of the group’s norms or behaviors, as the individual accepts the group's perspective as valid. This is particularly common in situations where the group is perceived as an authority or has expertise.

Other options, while related to social influence, describe different aspects of conformity. The desire to be accepted by the majority pertains more to normative social influence, which is driven by a desire to fit in rather than the search for accurate information. Changing behavior to match a group's standards without explicit requests or seeking approval through outward expressions of agreement relates to different social dynamics, like social pressure or desire for group harmony, rather than the quest for accurate information that defines informational social influence.