conformity, a change in behavior as a result of the real or imagined influence of other people. I nformational social i nfluence: the need to know what"s right . Informational social influence, conforming because we believe that others interpretation of an ambiguous situation is more correct than ours and will help us choose an appropriate course of action. In a classic experiment by muzafer sherif; in the first phase of the study, you are seated alone in a dark room and asked to focus your attention on a dot of light 5 meters away. The experimenter asks you to estimate in centimeters how far the light moves. You stare earnestly at the light and, yes, it moves a little. 5cm, though it is not easy to tell exactly. the interesting thing about his task is that the light was not actually moving at all.