A comparison of the normative and informational intelligence on society

Conspicuousness, therefore, is expected to be associated more with normative than with informational social influence. 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.

The pattern of results emerging from these tests is thus consistent with H6. However, the size of the group only affects conformity to an extent—as a group expands past 3—5 members, the effect levels off. From a strategic perspective, the effective management of social influence requires an understanding of the type of social influence likely to prevail under different purchase decisions or situational conditions and the identification of individuals best positioned to exert such an influence.

Purchase situations involving informational social influence will be characterized by higher levels of decision complexity than those involving normative influence.

The means, standard deviations and contrast results associated with this and the other hypothesis tests are reported in Table 2. Involvement or degree of personal relevance has been shown to be positively related to external search and cognitive processing of decision-relevant stimuli, apparently motivated by an attempt to increase the effectiveness of alternative evaluation cf.

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.

Coded in this fashion, the data contained 12 instances of normative social influence, 42 of informational, and 20 characterized by both influence types. The decision uncertainty occasioned by complexity would potentially activate a motivation to seek input from those perceived as possessing expertise relevant to the salient attributes of the desired product or service.

LaTour and Manrai hypothesized and showed support for a synergistic interaction between normative and informational social influence attempts, such that combined normative-informational strategy yielded results superior to those observed for either approach employed in isolation.

HYPOTHESES The motivational differences that define the distinction between normative and informational social influence provide an appropriate starting point for an inquiry into their antecedents and relationship characteristics. Purchase situations involving normative social influence will be characterized by higher levels of product or service conspicuousness than those involving informational influence.

Eagly and Carli found that male researchers reported higher levels of conformity among female participants than did female researchers; the authors speculate that each gender could be implicitly biased towards portraying itself in a positive light, thus leading to actions e.

Alternatively, a heterophilous tie is one in which the two individuals manifest substantial differences on such relevant dimensions.

Levels of involvement and complexity were shown to be greater in informational influence situations than in normative. Greater regularity of providing purchase-relevant advice. Relative to referents solicited for informational purposes, normative referents will be characterized by: 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.

Some have explored referent or product effects on social influence without regard to influence type informational or normative. The informational-normative distinction has been an explicit focus of a few studies in the last decade. Brinberg and Plimpton found a relationship between consumption and conspicuousness and value-expressive influence.

Normative Social Influence vs. Informational Social Influence

The resulting data set contained 74 incidents of social influence a few respondents reported only one purchase situation. Both marketers and consumers alike stand to benefit from a more complete understanding of social influence motivations, their facilitating conditions, and susceptibility to influence strategies.

Such an objective is seemingly more consistent with informational social influence than with a normative focus on social rewards or conformity.

Rose"Attention to Social Comparison Information: The examination of consumer-referent relationships extends and to some extent clarifies earlier research on strong and weak ties as they relate to social influence Brown and Reingen In addiion to individual differences, situational factors e.

Normative social influence

Purchase situations involving informational social influence will be characterized by higher levels of involvement in the product or service decision than those involving normative influence.

The normative-informational distinction may account for these contrasting findings. Marketers adopting such common strategies as the targeting of opinion leaders and promotions to reference groups may enhance the efficiency of such efforts by designing the communication elements of such a strategy around the informational or normative or combined motivations that prevail in their target markets.

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. Brown, Jacqueline Johnson and Peter H. Minority influence It is possible for a vocal minority to stem the normative influence of a larger majority.

DISCUSSION 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.

NSI occurs as it is an internal desire to belong to a social group, and many feel this is the way of belonging.Both normative and informational social influence are theoretical concepts because you cannot see the information being passed. Conformity is a result of social influence.

Even if people do not realize it, they are conforming in society everyday as a. Start studying Social: Normative & Informational Social Influence. Learn vocabulary, terms, and more with flashcards, games, and other study tools.

The two types of social conformity are normative conformity and informational conformity. Normative conformity occurs because of the desire to be liked and accepted.

Peer pressure is a classic. ABSTRACT - In an investigation of the distinctive characteristics of normative and informational social influence, a survey probed purchase decision, individual difference, and consumer-referent relationship characteristics associated with recent purchase episodes involving advice from others.

Normative Influence is conformity based on one's desire to fulfill others' expectations and gain acceptance (Myers, ). Informational influence is conformity under acceptance of evidence about reality which has been Normative and Informational Influence in. Normative social influence is a type of social influence leading to conformity.

It is defined in social psychology as "the influence of other people that leads us to conform in order to be liked and accepted by them". [1].

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A comparison of the normative and informational intelligence on society
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