Final answer:
Informational social influence generally leads to stronger and more enduring behavior changes than normative social influence because people are conforming based on a belief that the group has correct information, especially when the situation is unclear or complex.
Step-by-step explanation:
Compared to the changes brought about by normative social influence, the changes brought about by informational social influence are b. stronger and more enduring. This is because informational social influence occurs when people conform to a group's behavior out of a desire to be correct in their judgments and actions, thinking that the group is competent and has the correct information. Such influence is particularly strong when the situation is ambiguous or the individual lacks knowledge. This type of conformity tends to be more internally accepted and integrated into one's own belief system, making the changes stronger and more lasting.
The Asch conformity studies demonstrated normative social influence where participants conformed to group norms primarily to fit in and avoid ridicule, rather than because they believed the group had superior information. In scenarios where informational social influence is at play, like determining the severity of a situation based on the reactions of others (e.g., in an emergency), individuals rely on the group for guidance due to ambiguity or lack of knowledge, leading to deep-seated behavior changes.