Change in behaviour as result of the real or imagine influence of other people. Knowing why and when people are influenced by others will help us understand whether a given act of conformity in their own life is wise or foolish. Informational social influence conforming because we believe that other"s interpretation of an ambiguous situation is more correct than our and will help us choose an appropriate course of action. When we subsequently act like everyone else we are conforming, but not because we are wear individuals with no self reliance. Instead, the influence of other people leads us to conform because we see them as a course of information to guide our behaviour. When we are facing an important decision, we are even more likely to rely on other people for information and guidance. Conforming to other people"s behaviour out of a genuine belief that what they. Private acceptance are doing or saying is right.