Understanding Informational Influence and Normative Influence in Social Psychology
As social creatures, much of what we do is influenced by people around us. Social psychology has identified two primary ways in which individuals are influenced by others: informational influence and normative influence. In this article, we will explore the differences between these two types of influence and their effects on behaviors.
What is Informational Influence?
Informational influence is the process of using others as a source of information, particularly in ambiguous or unfamiliar situations. In such situations, individuals may use other people’s actions or reactions to interpret the situation and make judgments about how to proceed.
A classic example of informational influence is the Asch conformity experiment, in which individuals are asked to match the length of a line to another line. Participants are then shown answers from a group of other participants who purposely give an incorrect answer. Even though the answer is clearly incorrect, many participants conform to the group’s answer due to the informational influence.
What is Normative Influence?
Normative influence is the process of conforming to the expectations of others in order to fit in or gain social approval. This type of influence is particularly relevant in situations where there are clear social norms or expectations for behavior.
An example of normative influence is the famous Milgram experiment, where individuals were ordered by authority figures to administer electric shocks to another person. Participants continued to administer shock despite knowing it might harm or kill another person because of the normative influence of authority figures.
How Do Informational and Normative Influence Affect Behaviors?
Informational influence can lead to the adoption of new and better strategies and enhance performance. It can also help individuals avoid errors and make accurate decisions in hazardous situations. However, it can also result in conformity, leading individuals to adopt suboptimal or incorrect decisions.
Normative influence can lead to conformity and compliance, leading individuals to conform to the norms and expectations of others. Still, it can also result in rebellion, where individuals try to resist social expectations by making non-conformist choices.
Conclusion
In conclusion, informational and normative influence play significant roles in how people make decisions and behave in social situations. Sometimes this influence can be beneficial, but it can also lead to conformity and suboptimal decision-making. As social beings, it’s essential to develop self-awareness to navigate the different types of influences effectively.
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