Microsoft Word Chapter 1 done doc

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The Desire to Be Liked : Normative Social Influence :
One of the most successful tactics is that we can make 
conscious efforts to appear to be as similar to others as possible. 
From childhood, we learn that agreeing with the persons around us, 
and behaving as they do, causes them to like us. One important 
reason we conform is simple: we learn that doing so can generate 
the approval and acceptance we expect. This source of social 
influence-and especially of conformity-is known as normative 
social influence, since it involves making other alter their 
behaviour to meet our expectations. 
 
 
The Desire to Be Right; Informational Social Influence :
There are many matters or topics on which we have strong 
desire to be correct or appropriate e.g., about questions like which 
colour of dress suits you best? Whether your political or social 
views are correct or not? or Which hair style suits you? However, 
there is difficulty in finding a system through which we can 
accurately get answer to these things? But the solution to these 
questions is obvious: to answer these questions, there is necessity 
of approaching other people. We use their opinion and their actions 
as guides for our own. The verbal and non-verbal feedback given 
by them helps us to satisfy question mentioned earlier to major 
extent. Obviously, such reliance on others can be another source of 
conformity, for in an important sense, other people’s actions and 
opinions define social reality for us. This source of social influence 
is known as informational social influence, since it is based on our 
tendency to depend upon others as a source of information about 
many aspects of the social world. Therefore, we conform to other 
people’s feedback because there is no availability of alternate 
system to get answers to some typical questions or topics 
discussed earlier.