Final answer:
In the Asch conformity studies, participants conformed due to normative social influence, attempting to fit in with the group despite knowing the correct answer.
Step-by-step explanation:
In normative social influence, individuals conform to the expectations of a group to gain acceptance and avoid social rejection. This type of influence was demonstrated in the Asch conformity studies, where participants conformed to incorrect answers by the group on a line judgment task to fit in, despite the obvious correct answer. This behavior contrasts with informational social influence, where individuals conform due to a belief that the group has more accurate information, typically occurring in ambiguous situations where the correct action is unclear.