Conformity
Informational influence

Informational social influence occurs when one turns to the members of one's group to obtain and accept accurate information about reality. A person is most likely to use informational social influence in certain situations: when a situation is ambiguous, people become uncertain about what to do and they are more likely to depend on others for the answer; and during a crisis when immediate action is necessary, in spite of panic. Looking to other people can help ease fears, but unfortunately, they are not always right. The more knowledgeable a person is, the more valuable they are as a resource. Thus, people often turn to experts for help. But once again people must be careful, as experts can make mistakes too. Informational social influence often results in internalization or private acceptance, where a person genuinely believes that the information is right.
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