The word influence means someone or something makes you do or think away. There are many types of influence. The two commons are “informational influence” and “normative influence.”
Informational influence happens when someone gives you new information. It changes your mind or helps you understand something new. Normative influence occurs when you do or think something better because you want to be like others.
It is most important to understand the difference between these two influences. You can make choices and decisions based on what you think and not because others are telling you what to do.
Informational Influence
Informational influence is the impact of others’ opinions or knowledge on another person’s beliefs and attitudes. It is the process of accepting information from others and using it to shape one’s own thoughts and behaviours.
One example of informational influence can be seen in the way people choose a restaurant to dine in. Imagine you visit a new city and want to try out a local restaurant. You search online or ask friends or family members who have visited this city. Their experiences become information that can affect your decision-making. If several people recommend the same restaurant, you feel more confident about picking that opinion.
Informational influence also occurs in complex decision-making scenarios, such as medical treatment options. A patient diagnosed with a disease talks to persons with a similar condition. The opinions and experiences of these individuals provide information that can help the patient in their treatment options.
Normative Influence
Normative influence occurs when someone desires to fit into the expectations of others and accepts by a group. This influence is often seen when a person strongly wishes to belong or be taken by a particular group.
The role of Social norms is a crucial aspect of normative influence. Social norms are the unwritten rules that tell how individuals should behave in certain situations. Normative influence occurs when individuals fit into these social norms to gain acceptance and approval from others.
Normative influence can have a powerful effect on behaviour and decision-making. It leads people to make decisions that they cannot complete independently. It may be difficult for people to fit in with others’ behaviours when exposed to them.
Informational Influence vs. Normative Influence
Informational influence and normative influence are two different forms of social influence. Understanding the differences is crucial in marketing, public health, and political campaigns.
In informational social influence, the individual processes information gained from others. It helps them to inform their opinions and behaviours. Normative social influence occurs when an individual fits the expectations of a group and avoids social rejection.
One key difference between informational and normative influence is the reason behind the influence. The desire to gain accurate information and make informed decisions cause Informational influence. The desire to fit into the expectations of others cause Normative influence.
Another difference is how the information is processed and used by the individual. In informational influence, the individual actively seeks out and evaluates data. In normative power, the individual may not get the information but fit into the group’s norms.
Finally, the impact on behaviour and decision-making can also differ between the two types of influence. Informational influence leads to more informed and independent decision-making. Normative influence leads to harmony and a lack of independent thought.
Understanding the differences between informational and normative influence helps individuals and organizations better communicate and convince others in various ways.
Real-World Applications of Understanding the Difference Between Informational and Normative Influence
Understanding the difference between informational and normative influence is crucial in various real-world applications. In marketing and advertising, companies use informative influence psychology to give customers accurate product information. This information includes nutritional information or product features to help in decision-making. Normative influence creates a sense of social pressure to fit into society, such as fashion or social media trends.
In public health campaigns, informational influence provides reliable information about health risks and preventive measures, such as seat belts or the importance of vaccination. Normative power can be used by highlighting health-related social groups. For example, wearing masks during a pandemic encourages others to fit into society.
In political campaigns, informational influence gives voters accurate information about candidates. Normative influence helps to cast a vote for a particular candidate or party.
Understanding the difference between informational and normative influence is essential. It helps in effective communication and decision-making in various real-world applications. By recognizing the motivation behind each type of influence and how the information is processed and used by the individual, we can create more effective messages and campaigns that lead to positive behaviour change.
Conclusion
In conclusion, informational and normative influences are two distinct social influences. These impact our behaviour and decision-making. Both can effectively promote behaviour change. They differ in cause, information processing, and impact on behaviour.Â
Understanding the difference between both is essential for effective communication and decision-making in personal and professional settings. By adequately combining both types of influence, we can achieve positive results and promote behaviour change that benefits individuals and society.
