Moscovici's (1980, 1985) conversion theory outlines a dual process of social influence. When an individual's views differ from the majority view, this causes inner turmoil, motivating the individual to reduce conflict by using a comparison process, leading to compliance and public acceptance of the majority position to avoid ostracism and potential ridicule. Therefore, majority influence is seen as normative social influence because often it is generated by a desire to fit in and conform to the group, e.g. Asch's (1951) line study.