The power of normative social influence stems from the human identity as a social being, with a need for companionship and association. the stimulus. In this lesson, we discuss the two types of social conformity and differentiate between conformity and obedience. Normative Influence Definition Normative influence refers to the fact that people sometimes change their behavior, thoughts, or values to be liked and accepted by others. They do this because it is socially rewarding and/or to avoid social rejection (e.g. Normative social influence is a type of social influence that leads 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." Conformity is driven by informational and normative influences. Learn more. Normative conformity is the tendency to behave in certain ways in order to be accepted by a group. At the individual level, pivotal […] Normative Social Influence is where a person conforms in order to be accepted and belong to a group. … Conformity has important social implications and continues to be actively researched. normative routes to conformity: The effect of faction . conformity meaning: 1. behaviour that follows the usual standards that are expected by a group or society: 2. the…. yielding to group pressure because a person wants to fit in with a group (asch line study- conforms because person is scared of being rejected from group) Informational conformity. Notably, conformity usually involves compliance because although the person may reject certain views privately, he will publicly accept them (McLeod, 2007). Journal of Personality and Social Psy-chology, 57, 457–468. size as a function of norm extremity and attention to . Normative conformity is when a person yields to group pressure because he wants to fit in. Social Conformity Definition: Normative vs. Informational December 27, 2020 / in Feeds / by Grace Wahito. The normative type of person conforms because he is scared of being rejected by the group. Social conformity and obedience are two very powerful phenomenons in human behavior and sociology. Informational influence is conformity under acceptance of evidence about reality which has been provided by others (Myers, 2009). Whereas informational influences serve to acquire adequate representations of reality, normative influences aim at preserving intact social relations.. By drawing on recent developments in computational models of decision-making under uncertainty, we propose an account of how informational influences affect conformity behaviour. Conformity, the process whereby people change their beliefs, attitudes, actions, or perceptions to more closely match those held by groups to which they belong or want to belong or by groups whose approval they desire. Normative conformity. 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