Let's consider an example of social influence. Suppose that you are at a very expensive restaurant and the first course has just been served. As you look next to your plate, you notice that there are several forks. How do you decide which fork to use?

Photo of a table setting for a formal occasion. The setting includes several forks, knives and spoons as well as a teacup, saucer, champagne flute and wine glass
Image Source / Getty Images

Unless you are an expert on table etiquette, you probably would watch the people around you to see which fork they pick up, and then do the same.

This kind of conformity is common when the situation is ambiguous—that is, when we don't know what behavior is correct or expected in those particular circumstances.

Our conformity is motivated by informational social influence, because we want to do the right thing and others seem to have that information.