Informational Social Influence is where a person conforms to gain knowledge, or because they believe that someone else is ‘right’.
The desire to be right – when we conform because we are unsure of the situation or lack knowledge, so we look to others who we believe may have more information than us. This explanation tends to lead to internalisation.
An example of this is if someone was to go to a posh restaurant for the first time, they may be confronted with several forks and not know which one to use, so they might look to a near by person to see what fork to use first.
For a study on this refer to Jenness.