Introduction
Social influence is a fundamental aspect of human behavior, and it can be classified into two broad categories: normative social influence and informational social influence. Normative social influence refers to the tendency to conform to the norms and values of a group in order to be accepted and avoid rejection, while informational social influence is the tendency to conform to the opinions or behaviors of others because we believe they have more knowledge or expertise in a given situation. Understanding the differences between these two types of social influence can help us to better comprehend how people make decisions, form opinions, and behave in groups.
Normative Social Influence
Normative social influence is the result of the desire to fit in with a group and avoid social rejection or disapproval. It is the pressure we feel to conform to the norms, values, and behaviors of a group, even if those behaviors conflict with our own beliefs or values. For instance, an individual might conform to the dress code of their workplace or social group to avoid being ostracized or criticized.
Normative social influence can be particularly strong in situations where the stakes are high, such as in jury deliberations or political elections. People may conform to the majority opinion in order to avoid standing out, even if they disagree with it. This phenomenon is known as groupthink, and it can lead to flawed decision-making, as group members prioritize conformity over critical thinking and dissent.
Informational Social Influence
Informational social influence is the result of our belief that others possess more knowledge or expertise in a given situation than we do. It is the tendency to conform to the opinions or behaviors of others because we believe that they have more accurate information or experience than we do. For instance, a person might conform to the dietary habits of their friends who are experts in nutrition.
Informational social influence can be particularly strong when people are uncertain or unfamiliar with a situation, such as in a crisis or emergency. In such situations, people may look to others for guidance on how to behave. For instance, if an individual is lost in a foreign city, they might follow the directions of a local who appears knowledgeable.
Criticism
Like any other theory or model, normative and informational social influence have some limitations and criticisms. One of the major criticisms of normative social influence is that it can lead to conformity for the sake of conformity, rather than conforming to the norms that are truly important. In such cases, people may go along with a group’s behavior, even if it is harmful or unethical.
Another limitation of normative social influence is that it can encourage group polarization, where individuals become more extreme in their opinions or behaviors as they conform to the norms of their group. For instance, a group of individuals may become more aggressive and hostile towards outsiders as they conform to the norms of their group.
Similarly, one criticism of informational social influence is that it can lead to groupthink, where members prioritize conformity over critical thinking and independent decision-making. In such cases, the opinions and behaviors of the group may become more extreme and narrow-minded, as individuals seek to conform to the norms of the group.
Moreover, informational social influence assumes that individuals have access to accurate and relevant information, which may not always be the case. People may also be biased in their perceptions and interpretations of information, which can lead to conformity to inaccurate or misleading opinions.
Conclusion
Normative and informational social influence are two essential concepts in understanding human behavior in group settings. While normative social influence is driven by the desire to fit in and avoid rejection, informational social influence is the result of our belief that others possess more knowledge or expertise. However, both types of social influence have limitations and can lead to harmful consequences such as group polarization and groupthink. As with any theory, there are also some limitations to the concept of normative and informational social influence. One limitation is that the effects of social influence may not always be consistent across different situations or contexts. For example, a person may be more susceptible to normative influence in a group setting, but more susceptible to informational influence when making decisions alone.
Additionally, the effects of social influence may depend on individual differences such as personality traits or cultural background. For example, research has found that individuals with a high need for uniqueness may be less likely to conform to normative social influence, while those from collectivist cultures may be more susceptible to it.
References
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Guimond, S. (1997). Attitude Change During College: Normative or Informational Social Influence? Social Psychology of Education, 2(3/4), 237–261. https://doi.org/10.1023/a:1009662807702
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