Informational social influence is often the end result of social comparison, the process of comparing our opinions with those of others to gain an accurate appraisal of the validity of an opinion or behavior. informational social influence, at least through real long lasting changes in beliefs. The result of conformity due to informational social influence is normally private acceptance, real change in opinions on the part of the individual. We believe that choosing the jacket was the right thing to do and that the crowd will leave at the baggage cross.