Understanding the Key Differences Between Normative and Informational Social Influence
Social influence is a concept that has been largely researched and analyzed by psychologists and sociologists alike. It is the process through which individuals alter the behavior and attitudes of others through direct or indirect means. Two types of social influence that are often identified are normative and informational social influence. While these two terms refer to similar processes, there are key differences between the two that are important to understand.
Introduction
Social influence is a powerful tool that has been used for centuries by people to shape the behavior and attitudes of those around them. Whether it is through direct persuasion or subtle manipulation, social influence can have a profound impact on the actions and beliefs of individuals. Two types of social influence that are often identified are normative and informational social influence.
Body
Normative social influence occurs when individuals conform to the expectations or norms of a group in order to gain acceptance or avoid rejection. In other words, people will change their behavior and attitudes to fit in with the group, conforming to what is considered “normal” within that particular group. This type of social influence is largely driven by social pressure, and individuals who may not necessarily agree with the group’s beliefs or behavior will still conform in order to avoid the negative consequences of rejection or ridicule.
Informational social influence, on the other hand, occurs when individuals conform to the beliefs or actions of others because they believe that those people have more knowledge or expertise in a particular area. In other words, people will look to others for guidance on how to act or what to believe, especially when they are uncertain about a particular situation. This type of social influence is driven by a desire to be accurate and knowledgeable, and individuals will often change their beliefs or attitudes based on the information provided by others.
The key difference between normative and informational social influence lies in the motivation behind the behavior. Normative social influence is driven by a desire to gain acceptance or avoid rejection, while informational social influence is driven by a desire for accuracy and knowledge. While both types of social influence can lead to conformity, the underlying motivations are quite different.
Examples of normative social influence can be seen in a variety of contexts, from peer pressure to conform to certain dress codes or fashion trends, to conforming to the norms of a particular culture or subculture. For instance, a teenager may start smoking or drinking alcohol because they feel pressured to fit in with their peers, even if they know that such behavior is harmful to their health.
Informational social influence can also be seen in a variety of contexts, from seeking advice from a more experienced colleague at work, to looking to experts in a particular field for guidance on complex issues. For example, a new employee in a company may seek guidance from more experienced coworkers on how to navigate the company’s policies and procedures.
Conclusion
In conclusion, normative and informational social influence are two types of social influence that refer to the process of individuals altering the behavior and attitudes of others through direct or indirect means. The key difference between these two types of social influence lies in the motivation behind the behavior. Normative social influence is driven by a desire to gain acceptance or avoid rejection, while informational social influence is driven by a desire for accuracy and knowledge. Understanding these differences can help individuals recognize when they are being influenced by others and make more informed choices about their beliefs and behavior.
