Normative social influence is a basic concept in social psychology that describes how individuals conform to the expectations of others to be accepted or liked. It is a type of social influence leading to conformity and adherence to social norms – the implicit or explicit rules a group has for the acceptable behaviors, values, and beliefs of its members.
In many circumstances, normative social influence fosters social cohesion. When the majority of group members follow social standards, the group tends to become more stable. This stability leads to social cohesion, which allows group members to collaborate toward a common idea, or “good,” but it also has the unintended consequence of making group members less individualistic.
Mechanisms of Normative Influence
Social pressure acts as a compelling force that can lead to compliance with the group’s norms and expectations. When individuals perceive an implicit or explicit expectation from others within a group, they may alter their behavior to conform. This compliance is often externally motivated by the desire to gain approval or avoid disapproval.
According to Bibb Latane’s social impact theory, we subscribe to group norms based on three factors: personal importance, immediacy, and size. Conformity to group norms is expected to increase as the group becomes more significant to a person, physically closer to him or her, and larger in size, according to Social Impact Theory. However, group size only has a limited effect on conformity — as a group grows beyond 3-5 people, the effect diminishes.
When an individual truly accepts the group’s norms and values as their own, internalization has occurred. This deep assimilation results in privately held beliefs aligning with those of the group, a process that transforms external motivation into internal motivation.
The distinction between compliance and internalization lies in the permanence and consistency of the new attitudes and behaviors regardless of whether group members are present, which is instrumental in understanding the sources of normative influence on behavior.
Individuals within a group may change their beliefs and attitudes to align with what is perceived as the group norm. These attitudes and beliefs are not only shaped by overt actions or statements from others but can also be subtly influenced by group dynamics and shared values drawn from societal norms. This mechanism goes beyond surface-level compliance and begins to affect internal cognitive processes.
Social Norms and Behavior Regulation
Social norms play a crucial role in guiding and regulating individual behavior within a society. These unwritten rules of behavior are essential for social order and influence how people interact with one another.
Culture and environment critically shape both injunctive and descriptive norms. The cultural context determines what behaviors are deemed appropriate or inappropriate—what is acceptable in one culture may be frowned upon in another.
For example, while punctuality is heavily reinforced in some cultures, in others, a more relaxed approach to time is the norm. The environment, including the physical and social settings, also has a significant impact. In tightly-knit communities, the observance of social norms might be stricter compared to more individualistic settings. Behavior is thus partially regulated by the norms that arise from a person’s cultural and environmental milieu.I
Injunctive and Descriptive Norms
Injunctive norms refer to the behaviors that are perceived as approved by society. They are essentially the “shoulds” and “should nots,” carrying an implied obligation or duty. For example, recycling is often seen as a positive and recommended activity, meaning it’s an injunctive norm—people believe they should recycle because it’s approved behavior.
Descriptive norms, on the other hand, describe what individuals actually do, regardless of whether the behavior is approved. They are observable patterns within a culture or group, like the tendency to dress casually in a start-up office environment. These norms influence behavior directly by setting expectations of what is normal within a group.
Informational vs Normative Social Influence
Informational social influence occurs when people conform because they believe that others’ interpretation of an ambiguous situation is more accurate than their own. They adopt others’ behavior based on the desire to be correct.
Meanwhile, normative social influence is driven by the desire to fit in or be accepted by others; this is often linked to injunctive norms. Individuals may conform to what they perceive as the norm, even if it goes against their own beliefs, to avoid social sanctions or to gain approval.
In 1955, Solomon Asch conducted his landmark conformity studies to see if people still conform when the correct answer is evident. Specifically, he asked participants in his experiment to rate the similarity of lines, which is a simple task by objective standards.
Using accomplices, often known as confederates, Asch created the illusion that a full group of participants believed something patently incorrect (i.e., that dissimilar lines were similar). In this case, participants conformed more than 36% of the time during trials in which the confederates provided plainly incorrect responses.
When asked to make judgments in private, participants answered correctly more than 99% of the time. Asch’s findings cannot be explained by informational social influence because the challenge was simple, and the correct response was evident. As a result, participants were not always looking to others to figure out the correct response, as informational social influence suggests.
Instead, they sought acceptance while avoiding disapproval. Follow-up interviews with participants from the initial Asch investigations corroborated this. When asked why they complied, several participants cited reasons other than the necessity for truth.
Impact of Group Dynamics
Group dynamics shape the behaviors and attitudes of individuals through various means such as group norms, cohesion, and both majority and minority influence. These interactions within a group context can lead to unanimous decisions or dissenting views that reshape the collective opinion.
Group cohesion refers to the bonds that draw members of a group together, promoting a sense of belonging and mutual support. High group cohesion typically results in increased conformity to group norms and can enhance group functioning.
However, dissent, which arises when an individual or subgroup challenges the prevailing opinion or norms, is essential for fostering critical thinking and innovation within the group. It helps in avoiding phenomena like groupthink, where the desire for harmony in highly cohesive groups can lead to irrational decision-making.
Majority vs. Minority Influence
In many situations, a majority influence wields power by setting group norms and expectations. The attitudes, behaviors, and decisions of the larger segment often dominate the group’s direction. Nevertheless, minority influence can be significant even though it is less visible. A consistent, confident minority can change opinions and lead to major shifts in group norms and behaviors over time.
In addition, the minority gains more influence when the majority is compelled to consider the viewpoints and beliefs of the minority, when the majority and minority share similarities, and when the minority shows some degree of flexibility and willingness to compromise — though there is disagreement over how consistent and compromise should be balanced — in the minority.
Group Size and Unanimity
Group size plays a critical role in determining the level of conformity and overall dynamics within a group. As group size increases, individuals may feel more pressure to conform, although the impact may plateau once the group reaches a certain size.
Unanimity within a group can enforce normative social influence, compelling members to agree with the majority opinion. However, the presence of just one ally supporting a dissenting opinion can markedly decrease the pressure to conform, showcasing the complexity of influences in group settings.
Types and Examples of Normative Social Influence
Peer pressure manifests when individuals conform to what they believe are the expectations of their social group. The need for acceptance and approval drives individuals to adopt behaviors consistent with those around them. For example, teenagers may dress in a particular style or adopt specific slang to align with their peers’ preferences.
Clothing fashion choices are frequently influenced by normative social expectations. Men and women frequently dress in ways that make them feel acceptable to a specific group. Fashion conformity enhances group cohesion and can be driven by both conscious and unconscious motivations.
Normative societal influence also frequently influences both male and female perspectives on the ideal body image. Social media and marketing contribute to the popular perception of physical attractiveness. As each age defines the ideal female figure, women are pressured to comply in order to avoid the condemnation of others. The same holds for men’s body image as well.
When it comes to environmental behaviors such as recycling, the influence of social norms can be significant. If it’s considered an appropriate behavior within one’s community or social circles, individuals are more likely to engage in environmental conservation actions themselves. This type of influence encourages people to act in eco-friendly ways, often because they perceive these actions as indicative of a responsible member of society.
Development of Norms and Influence in Children
Children’s social environments are critical in shaping their behaviors and normative beliefs. From a young age, children observe and mimic the behaviors around them, which becomes a pathway for norm development. These behaviors contribute to their sense of belonging within their social groups and influence identity formation.
- Observation and Imitation: Children watch the actions of peers and adults, learning what is acceptable and expected in various social settings.
- Feedback and Reinforcement: Responses to a child’s behavior either encourage the continuation of that behavior or signal the need for adjustment.
- Peer Groups: Relations with peers provide children with a framework for understanding social identity and the boundaries of appropriate behavior.
The influence of social norms on children is evident in diverse settings, such as educational institutions and familial structures. For instance, a 2014 study conducted in childcare centers found that injunctive norms could be strengthened through targeted interventions, suggesting the malleability of children’s social behaviours.
In normative development, belonging is not merely about being part of a group but also involves aligning with the group’s norms to form and maintain a shared social identity. Children actively seek to understand and comply with these norms to fit in and feel accepted, which significantly influences their development of self and social identity. The process of norm acquisition continues throughout childhood and is crucial to socialization.
References:
- Asch, Solomon (November 1955). Opinions and Social Pressure. Scientific American. 193 (5): 31–35. doi: 10.1038/scientificamerican1155-31
- Gilovich, T., Keltner, D., Chen, S., & Nisbett, R. E. (2018). Social psychology. WW Norton & Company
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- Kuan, K. K., Zhong, Y., & Chau, P. Y. (2014). Informational and normative social influence in group-buying: Evidence from self-reported and EEG data. Journal of Management Information Systems, 30(4), 151-178
- Lapinski, M. K., Anderson, J., Shugart, A., & Todd, E. (2014). Social influence in child care centers: a test of the theory of normative social behavior. Health communication, 29(3), 219–232. doi: 10.1080/10410236.2012.738322
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Last Updated on April 5, 2024