Understanding the Power of Informational Social Influence in Psychology
Have you ever found yourself changing your behavior or beliefs because you saw others doing the same thing? This is a classic example of informational social influence (ISI) in psychology.
In this article, we will explore what ISI means, how it works, and its impact on our decision-making process.
What is Informational Social Influence?
Informational social influence (ISI) is a phenomenon in which people look to others for guidance in ambiguous or uncertain situations, particularly when they lack knowledge or expertise in that particular area. Essentially, ISI is the process of conforming to the behavior or beliefs of others in order to gain information and insight.
How Does ISI Work?
ISI occurs when people perceive that others have more knowledge about a given situation, and therefore, it is rational for them to adopt the same behavior or belief. For example, if you are in a new city and don’t know where to eat, you might look for crowded restaurants assuming that other people have more knowledge about good places to eat.
Additionally, ISI is strengthened when the situation is ambiguous or uncertain, and relies on the assumption that others possess accurate information. In other words, when we are unsure about something, we turn to others who seem more knowledgeable to have a better understanding of the situation.
Examples of ISI
One classic example of ISI occurred in the 1950s, when a series of studies were conducted on conformity. Participants were asked to judge the length of a line on a piece of paper, and were then asked to share their answers with a group of confederates (people working with the researchers).
The confederates purposely gave incorrect answers, which led 75% of the participants to conform at least once and give the same wrong answer as the rest of the group. This experiment demonstrated how individuals can be influenced into conforming to the behavior around them in an attempt to gain accurate information.
Implications of ISI
ISI can have significant impacts on our decision-making process, from what we eat and wear, to who we vote for and what we believe in. It can lead to groupthink, a phenomenon in which the desire for conformity within a group overrides rational decision-making, which can lead to poor outcomes.
Additionally, in the realm of marketing and sales, using celebrities or models in advertisements can create the perception that a product is popular and desirable, thus increasing the chance of sales.
Conclusion
In conclusion, informational social influence is a powerful force that affects our everyday lives. Being aware of it can help us make better decisions, as well as understand how it shapes our thoughts and behaviors. By remaining informed and critical thinkers, we can avoid the negative consequences of groupthink and make independent and informed decisions.
