Understanding the Power of Informational Influence vs Normative Influence
Have you ever wondered why you buy certain products or adopt certain behaviors? Chances are that you were influenced by the people around you, consciously or unconsciously. Social influence is a powerful force that shapes our attitudes, beliefs, and actions, often without our awareness. In this article, we’ll explore two types of social influence: informational influence and normative influence. By understanding how they work, you can become more aware of the factors that determine your decisions and those of others.
Informational Influence: The Power of Expertise
Informational influence stems from our desire to be correct, especially in uncertain or ambiguous situations. When we are unsure about the best course of action, we tend to look to others who are more knowledgeable or experienced than us. This is particularly true when we perceive them as trustworthy and competent. We assume that if they know something that we don’t, they must have good reasons for it, and thus we follow their lead. This is the power of expertise.
For example, imagine that you are considering buying a new laptop, but you are overwhelmed by the technical specifications and features. You ask a friend who is a computer expert for advice, and they recommend a particular brand and model. You value their opinion because they know more about computers than you do, and you trust their judgment. As a result, you follow their recommendation and buy the same laptop. You have been influenced by informational influence.
Informational influence is not limited to objective knowledge or skills. It can also apply to subjective opinions and preferences. For instance, if you are trying to decide which restaurant to go to for dinner, you might ask your coworkers for their favorite places to eat. If they all recommend the same restaurant, you are more likely to choose it yourself, even if you haven’t tried it before. Their consensus is a form of social proof that convinces you that the restaurant must be good.
Normative Influence: The Power of Social Norms
Normative influence, in contrast, stems from our desire to belong and fit in with our group. We want to behave in ways that are consistent with the norms and expectations of our social environment, whether it’s our family, friends, colleagues, or society as a whole. We also want to avoid behaviors that might lead to rejection or disapproval. Normative influence operates on the principle of social identity.
For example, imagine that you are at a party and everyone is drinking alcohol. You don’t drink much yourself, but you don’t want to be seen as a party pooper or an outsider. You might feel pressured to have a drink or two, just to conform to the social norm of drinking at parties. Your behavior is influenced by normative influence.
Normative influence can also be positive, encouraging us to act in ways that are pro-social or desirable. For instance, if you see someone helping a stranger on the street, you might be more inclined to do the same, because helping others is a valued norm in your community. You don’t want to be seen as selfish or indifferent to other people’s needs. Your behavior is influenced by normative influence.
Conclusion: The Dynamics of Social Influence
Informational influence and normative influence are two distinct but interrelated forms of social influence. They both play a crucial role in shaping our decisions and behaviors, whether we realize it or not. By recognizing the power of social influence, we can become more mindful of our own choices and more empathetic to the choices of others. We can also become more effective influencers ourselves, by using our expertise and social skills to guide others in positive directions. Social influence is a fascinating and complex phenomenon that invites further exploration and understanding.
