Research support for normative influence
Type: Strength
Study: Linkenbach and Perkins (2003)
- Found adolescents exposed to the message ‘the majority of their age peers don’t smoke’ were less likely to begin smoking.
- Shows people shape their behaviour to fit in due to desire.
Research support for informational influence
Type: Strength
Study: Wittenbrink and Henly (1996)
- Found participants exposed to negative information about African Americans* later reported more negative beliefs about a black individual.
- Suggests we are influenced by others when we believe they are more knowledgeable about an issue that we are.
* Thought the view represented the majority.
Informational influence is determined by type of task
Type: Limitation
- When deciding on objective information, statistics can be used rather than others’ information to determine our own knowledge.
- However when deciding on subjective issues, this cannot be applied and therefore we would accept information from others to decide.
- Resulting in informational influence depending on the type of task and not explaining all instance of conformity.
Political opinions
Type: Strength
Study: Fein et al. (2007)
- Prior research shows that judgements about politicians can be influenced by knowledge of others’ reactions.
- Found judgements about presidential candidates in a debate were influenced by how others supposedly reacted towards them.
- Suggests we are influenced by others when we believe they are more knowledgeable about an issue that we are.
Real-world application
Type: Strength
Study: Nolan et al. (2008)
- Can be used to make people behave more responsibly.
- Found that the behaviour of neighbours had the strongest impact on energy conservation behaviour.
- Suggests normative influence plays an important role in promoting energy conservation behaviours.
- Could be used in campaigns promoting energy conservation through demonstrating positive behaviours of the majority.