Kenneth R. Lord, Myung-Soo Lee, and Peggy Choong (2001) ,"Differences in Normative and Informational Social Influence", in NA - Advances in Consumer Research Volume 28, eds. Legal. Richard J. Lutz, Provo, UT: Association for Consumer Research, 297-300. The desire for social acceptance is very powerful in a wide range of situations and explains why people are typically quite uncomfortable if they think others currently reject them or are likely to do so in the future. Membership in ACR is relatively inexpensive, but brings significant benefits to its members. On the other hand, normative social influence occurs when people conform in order to be accepted and liked by the group; normative influence is moderated by group … Conformity is driven by informational and normative influences. Bearden, William O. and Michael J. Etzel (1982), "Reference Group Influence on Product and Brand Decisions," Journal of Consumer Research, 9 (September), 183-194. This implies that normative rewards typically flow through "strong tie" relationships, while informational benefits may accrue from any known party possessing the required knowledge and expertise, regardless of tie strength. More recently, Mascarenhas and Higby (1993) found that informational influence exceeded normative in the area of teen apparel shopping, although teen boys were more susceptible to normative influence than were girls; further, family size was positively related to the level of social influence, while the amount of gift money received and age were negatively related. In a modified replication of Bearden and Etzels (1982) study of reference-group influence, Childers and Rao (1992) observed that "the degree to which the product is a luxury appears to be the driving force behind the manifestation of peer influence" (p. 205), while intergenerational familial influence (in the United States) was stronger for necessities than for luxuries; their work did not distinguish between informational and normative influence. There are cultural differences that determine the preferred female form. normative influence conformity= leads to public compliance, ex: line judgment study informational social influence conformity= leads to private attitude change, ex: autokinetic effect study The normative-informational distinction may account for these contrasting findings. The foregoing analysis suggests that higher levels of involvement and product/servic complexity are associated with purchase decisions involving informational influence than with those involving normative, while the opposite is true of the conspicuousness of the purchase and/or consumption of the product or service. On the other hand, informational conformity occurs because of the desire to be correct. Explain the person, procedures, and competing interpretations behind the Milgram experiments on authority. The resulting data set contained 74 incidents of social influence (a few respondents reported only one purchase situation). Perhaps you have noticed in your own behavior a type of very subtle conformity—the tendency to imitate other people who are around you. Coded in this fashion, the data contained 12 instances of normative social influence, 42 of informational, and 20 characterized by both influence types. Hypothesis 6 addressed the strength of the consumer-referent relationship from the perspective of frequency of contact (H56a) and incidence of prior advice solicitation (H6b). Bearden, Netemeyer and Teel (1989) developed and validated a scale for measuring consumer susceptibility to informational and normative interpersonal influence; they found that Lennox and Wolfes (1984) ATSCI scale and the "motivation to comply" construct (Ajzen and Fishbein 1980) exhibited correlations with susceptibility to normative influence which were relatively strong and significantly greater than correlation coefficients associated with informational influence. Conspicuousness, contact and advice solicitation frequency, and consumer-referent homophily with respect to the value attached to warm relationships were greater when normative influence was involved. The contribution of this research lies not in the demonstration that the variables measured and analyzed herein relate to social influence, but in isolating the type of social influence activity most likely associated with them. "It seems necessary," they suggest, "if we are to gain insight into the determinants of buyer product evaluation, to come to grips with the role or roles played by the evaluation of relevant others in affecting the individuals product evaluation. Like the studies cited above, and more recently Mascarenhas and Higby (1993), the present research treats social influence dichotomously, comparing informational with a combined normative/value-expressive construct. It is important when consumers feel the need to make informed choices. 2. The intent of this research effort is to explain and empirically demonstrate the distinctive characteristics of normative and informational social influence with respect to decision, individual difference, and consumer-referent relationship variables. Brown, Jacqueline Johnson and Peter H. Reingen (1987), "Social Times and Word-of-Mouth Referral Behavior," Journal of Consumer Research, 14 (December), 350-362. This unconscious conformity may help explain why we hit it off immediately with some people and never get it together with others (Chartrand & Dalton, 2009; Tickle-Degnen & Rosenthal, 1990, 1992). 1, eds. Majority Influence: Conforming to the Group demonstrate conformity, they seem different somehow. The request may be explicit, as in the direct Preferred body images also demonstrate the powerful role of conformity, both normative and informational. Submission for NOBA Psychology 2015 student video award. Public conformity is a superficial change in behavior (including the public expression of opinions) that is not accompanied by an actual change in one’s private opinion. On the other hand, informational conformity occurs because of the desire to be correct. One item in the LOV scale, the perceived importance of "warm relationships with others," was characterized by the highest level of respondent-referent dissimilarity when social influence was informational (mean difference of 1.10), with the difference in the normative category only directionally lower (.83) and that in the combined category significantly lower (.50). Levels of involvement and complexity were shown to be greater in informational influence situations than in normative. The latter would seem to be the situation Brown and Reingens respondents faced as they decided upon a piano teacher. While they were working together, the confederate engaged in some unusual behaviors to see if the research participant would mimic them. Normative is an antonym of informative. Zaichkowsky, Judith Lynne (1985), "Measuring the Involvement Construct," Journal of Consumer Research, 12 (December), 341-352. 1. Give two examples of normative influence. Frequency of contact and prior advice solicitation were clearly greater in normative than in informational influence situations. We may obey the speed limit or wear a uniform to our job (behavior) to conform to social norms and requirements, even though we may not necessarily believe that it is appropriate to do so (opinion). Kahle, Lynn R., Sharon E. Beatty, and Pamela Homer (1986), "Alternative Measurement Approaches to Consumer Values: The List of Values (LOV) and Values and Life Styles (VALS)," Journal of Consumer Research, 13 (December), 405-409. Have you ever found yourself talking, smiling, or frowning in the same way that a friend does? The fact that such implicit heterogeneity of variance did not attenuate the significance of the differences between the three social influence categories, however, speaks to the reality of the observed differences. Conformity is the tendency for an individual to align their attitudes, beliefs, and behaviors with those of the people around them. In addiion to individual differences, situational factors (e.g., the presence or absence of referents at the time of decision making and their relationship to the decision maker) may dramatically affect the extent and type of social influence that occurs B a possibility that could be examined experimentally. Product complexity in informational social influence scenarios (and those involving both informational and normative) exceeded that observed in decisions involving exclusively normative influence (2.36, 2.50 and 1.50, respectively). Explain the differences between informative conformity and normative conformity Summarize the conformity study performed by Solomon Asch and its impact on social psychology Describe why more modern studies may have found different results from Asch’s study A popular conceptualization of reference group influence views that form of social influence as being most pervasive for "public" as opposed to "private" goods (Bearden and Etzel 1982), but does not differentiate between informational and normative influence. Thus the objectives for seeking information from social referents (to enhance ones decision-making ability through the acquisition of product-relevant information from a more knowledgeable source or to attain or reinforce normative rewards or avoid punishments) will be partially a function of the levels of involvement, complexity and conspicuousness. The request in question can be either explicit, as in the form of a direct verbal request, or implicit, as in the form of an advertisement that promotes the qualities of a product without explicitly asking one to purchase (Cialdini & Goldstein, 2004). The intent of this research effort is to explain and empirically demonstrate the distinctive characteristics of normative and informational social influence with respect to decision, individual difference, and consumer-referent relationship variables. Both behaviors involve pressure and influence but certain characteristics allow differentiation of one from the other. There are two types of conformity, normative conformity, and informational conformity. Learn vocabulary, terms, and more with flashcards, games, and other study tools. Robert S. Hancock, Chicago, IL: American Marketing Association, 389-398. Missed the LibreFest? Research is thus needed to establish the distinctive antecedents of the two types of social influence and differences between them with respect to the nature of the relationship between influence wielders and recipients. The greatest normative influence is usually exerted within primary reference groups such as the immediate family (Cooley 1962). If the objective is to obtain the information most pertinent to the functional or performance aspects of a purchase decision, there is no reason to expect a systematic bias towards frequently contacted or strong-tie referents. Homans, George (1961), Social Behavior: Its Elemental Forms, New York: Harcourt. The implication is that projecting the likelihood of social influence per se is inadequate for a marketer attempting to inject his or her product/service into this communication realm. Brinberg and Plimpton (1986) found a relationship between consumption and conspicuousness and value-expressive influence. On the other hand, informational social influence involves situations where an individual may choose to agree with others, especially the … INTRODUCTION Despite a recognition that social influence in the marketplace may be either normative (motivated by social norms/rewards) or informational (based on perceived referent expertise), little attention has been paid to differences between the two. between Informational and social or normative conformity has been described by Deutsch and Gerard (1955). Kenneth R. Lord, Mercer University
For purposes of hypothesis testing, the type of influence exerted served as a blocking variable (to capture normative and informational social influence), with means for the variables addressed by the hypotheses compared across groups. Thus hypothesis 4 finds no support in the data. With respect to the question of the types of individuals whose advice is sought in normative and informational influence conditions, the issue of homophily becomes relevant. This is perhaps because they are likely to coexist in the same sources; e.g., family members and friends both establish a value system (value expressive) and mediate rewards/punishments for compliance/noncompliance with its norms and values (normative). While extant literature establishes the existence and some characteristics of normative and informational social influence, more research is needed. Levels of involvement and complexity were shown to be greater in informational influence situations than in normative. When we engage in normative conformity we conform to social norms—socially accepted beliefs about what we do or should do in particular social contexts (Cialdini, 1993; Sherif, 1936; Sumner, 1906). What is the difference between informational social influence and A few studies have sought to clarify normative influence mechanisms and outcomes. A battery of questions addressing the characteristics of the referent followed, including gender, age, education, marital status, ethnic background, income, occupation, political and religious affiliation, and value priorities (using the University of Michigan Survey Research Centers nine-item List of Values scale; Kahle, Beatty and Homer 1986). 13, ed. Having completed the latter battery of questions for each referent, the respondent completed the same psychographic and demographic measures relative to himself or herself. Lutz, Richard J. and Patrick J. Reilly (1974), "An Exploration of the Effect of Perceived Social and Performance Risk on Consumer Information Acquisition," in Advances in Consumer Research, Vol. Beatty, Sharon E. and Scott M. Smith (1987), "External Search Effort: An Investigation Across Several Product Categories," Journal of Consumer Research, 14 (June), 83-95. For more information contact us at info@libretexts.org or check out our status page at https://status.libretexts.org. Despite a recognition that social influence in the marketplace may be either normative (motivated by social norms/rewards) or informational (based on perceived referent expertise), little attention has been paid to differences between the two. We also acknowledge previous National Science Foundation support under grant numbers 1246120, 1525057, and 1413739. Testing a model of the role of social context in early adoption behavior, Fisher and Price (1992) showed that "perceived visibility of consumption" (conspicuousness) affects consumer predictions of social approval from referents. With respect to the former perspective, the test of differences between category means (F 2,71 = 2.89, p < .10, h 2 = .08) showed lower respondent-referent contact frequency in informational (3.14) than in normative or combined situations (4.08 and 3.80, respectively). They perceive the opinions or usage of products by those who are seen as credible as proof of a products quality or characteristics. To the extent that the evening MBA students participating in this study differed systematically in their choice of or opportunity for social contacts across a broader cross-section of society, results may be distorted. unclear) situation and socially compares their behavior with the group. As a starting point, it would be appropriate to replicate this study, using a larger and more representative sample. Normative social influence comes from a desire to be in agreement with the expectations of others in order to increase feelings such as belonging and self esteem. View conformity-review-sheet (1).pdf from PSYC 12 at Semiahmoo Secondary. Recognizing the prevalence of normative social influence in many decision situations, Fishbein and Ajzen (1975) incorporated "subjective norm" into their "Theory of Reasoned Action," developing and validating a measurement approach for this normative construct as an integral component of their behavioral intention model. The LibreTexts libraries are Powered by MindTouch® and are supported by the Department of Education Open Textbook Pilot Project, the UC Davis Office of the Provost, the UC Davis Library, the California State University Affordable Learning Solutions Program, and Merlot. A consumer seeking normative rewards will likely seek out the mediators of such rewards, commonly members of peer, reference, or other associational groups with whom s/he has regular contact. Conspicuousness, contact and advice solicitation frequency, and consumer-referent homophily with respect to the value attached to warm relationships were greater when normative influence was involved. Bearden, William O., Richard G. Netemeyer, and Jesse E. Teel (1989), "Measurement of Consumer Susceptibility to Interpersonal Influence," Journal of Consumer Research, 15 (March), 473-482. In such cases, due to mutual fear for each other, an individual may naturally try to agree with the rest in order to avoid appearing as contradictory or controversial. 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