Compare and Contrast normative and informational influences

COMPARE NORMATIVE AND IMFORMATIONAL INFLUENCES ON SOCIETY. Sources of influence can create normative and/or informational influence. Normative influence may create effects like brand-choice congruence, conformity, compliance, and reactance. Normative influence tends to be greater for products that are publicly consumed, considered luxuries, or regarded as a significant aspect of group membership. Normative influence is also strong for individuals who tend to pay attention to social information. Strong ties and the extent to which consumers …

…the public condition. The subjects publicly conformed in the in-group condition and publicly went against the out-group condition. Therefore, when group membership is salient, the in-group exerts pressure to conform on subjects when responses are public, and the out-group does not exert pressure, and is generally publicly rejected. The in-group member wishes to distinguish themselves from the out-group, and be affiliated with their own group. This experiment showed that normative influence is dependent on self-categorization.