Informational Influence vs. Normative Influence

Attribute	Informational Influence	Normative Influence
Definition	Occurs when an individual looks to the group for guidance in ambiguous situations	Occurs when an individual conforms to fit in with the group and gain approval
Reason for Conformity	Desire to be correct or accurate	Desire to be liked or accepted
Information Source	Group members who are perceived as knowledgeable or experts	Group members who are popular or influential
Result of Conformity	Individuals may change their beliefs or behaviors to align with the group	Individuals may change their beliefs or behaviors to avoid rejection or gain approval

Definition

Informational influence and normative influence are two types of social influence that play a significant role in shaping individuals' behaviors and decisions. Informational influence occurs when people look to others for guidance on how to behave in ambiguous situations, especially when they lack knowledge or experience. On the other hand, normative influence refers to the tendency for individuals to conform to the expectations of a group in order to gain approval or avoid disapproval.

Motivation

One key difference between informational influence and normative influence lies in the motivation behind each type of influence. Informational influence is driven by the desire to make informed decisions and choose the best course of action based on the information provided by others. In contrast, normative influence is motivated by the need for social acceptance and the fear of rejection or social exclusion if one does not conform to the group's norms.

Behavioral Changes

When individuals are influenced by informational factors, they are more likely to change their behavior because they believe that others have valuable knowledge or expertise that can help them make better decisions. In contrast, normative influence often leads to superficial changes in behavior that are motivated by the desire to fit in with the group and avoid social sanctions. These changes may not necessarily reflect the individual's true beliefs or values.

Decision Making

Informational influence tends to have a more lasting impact on decision-making processes compared to normative influence. This is because individuals who are influenced by informational factors are more likely to internalize the information provided by others and incorporate it into their own decision-making processes. On the other hand, the effects of normative influence may be temporary and may not necessarily lead to long-term changes in behavior or decision-making.

Conformity

While both informational influence and normative influence can lead to conformity, the reasons behind the conformity differ. Informational influence often results in conformity because individuals believe that others have valuable information that can help them make better decisions. In contrast, normative influence leads to conformity because individuals want to gain social approval or avoid social rejection, even if they do not necessarily agree with the group's beliefs or values.

Group Dynamics

Informational influence and normative influence can both have a significant impact on group dynamics. Informational influence can lead to more informed decision-making within a group, as individuals share their knowledge and expertise to help others make better decisions. On the other hand, normative influence can create pressure for group members to conform to the group's norms, even if those norms are not necessarily the most effective or rational.

Resistance

Individuals may be more likely to resist normative influence compared to informational influence. This is because normative influence is often driven by social pressures and the desire for social acceptance, which may not always align with an individual's true beliefs or values. In contrast, informational influence is based on the desire to make informed decisions, which may be more aligned with an individual's personal goals and values.

Conclusion

While both informational influence and normative influence play important roles in shaping individuals' behaviors and decisions, they differ in terms of motivation, behavioral changes, decision-making processes, conformity, group dynamics, and resistance. Understanding the differences between these two types of social influence can help individuals make more informed decisions and navigate social situations more effectively.