normative vs informational social influence

Championisme authors

2 min read

·

01-11-2024

52

0

Share

When Do We Follow the Crowd? Understanding Informational and Normative Social Influence

We humans are social creatures. We crave connection and belonging, and this yearning often leads us to conform to the behaviors and beliefs of those around us. But what drives this conformity? Are we simply mimicking others, or is something deeper at play? This is where the concepts of informational social influence and normative social influence come into play.

Informational social influence stems from our desire to be right. When we're unsure about something, we look to others for guidance, assuming they have more information or knowledge than we do.

Consider this: You're at a party, and everyone seems to be laughing at a joke you don't understand. You might feel pressured to laugh along, even if you don't get the joke. Why? You might assume that others understand something you don't, and laughing is a way to show you're in the know.

As Dr. Alice Eagly, a leading researcher in social psychology, states, "Informational social influence is more likely to occur when the situation is ambiguous, when the individual feels uncertain, or when the source of information is perceived to be an expert" (Eagly & Chaiken, 2007).

Normative social influence, on the other hand, is driven by our desire to be liked and accepted. We want to avoid social disapproval and maintain our social standing.

Think about this: You're hanging out with a group of friends, and they all decide to skip class to go to the beach. Even though you know you should be in class, you might feel pressured to join them to avoid being left out.

Dr. Robert Cialdini, a renowned expert in social influence, emphasizes the power of normative social influence in his research: "The principle of social proof is powerful, and it's something that marketers and advertisers use to great effect. If people are doing something, then it must be the right thing to do" (Cialdini, 2007).

Understanding the distinction between informational and normative social influence is crucial for navigating social situations and making informed decisions. It helps us recognize when we are being influenced by a desire for accuracy versus a desire for social acceptance.

Here are some additional insights:

• Informational social influence is often more likely in unfamiliar situations, where we lack prior knowledge and expertise.
• Normative social influence is more likely in situations where we feel a strong sense of belonging to a particular group.
• Both forms of social influence can lead to positive or negative outcomes. For instance, informational influence can help us learn and make better decisions, while normative influence can lead to groupthink and harmful behaviors.

Ultimately, recognizing and understanding these two forms of social influence empowers us to make more conscious and deliberate choices. We can critically evaluate the information we receive and resist pressure to conform simply to fit in.