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. Conformity has important social implications and continues to be actively researched. 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 Influence is conformity based on one's desire to fulfill others' expectations and gain acceptance (Myers, 2009). Normative conformity is the tendency to behave in certain ways in order to be accepted by a group. 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. Additionally, in normative conformity the act of conforming to one’s own expectations can enhance feelings of self­esteem or self­approval, while nonconformity can lead to feelings of anxiety or guilt (Deutsch & Gerard, 1955). The power of normative social influence stems from the human identity as a social being, with a need for companionship and association. normative routes to conformity: The effect of faction . 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 meaning: 1. behaviour that follows the usual standards that are expected by a group or society: 2. the…. Conformity is driven by informational and normative influences. At the individual level, pivotal […] size as a function of norm extremity and attention to . Normative conformity. When a person lacks knowledge and looks to the group for guidance. Normative conformity is when a person yields to group pressure because he wants to fit in. Normative Social Influence is where a person conforms in order to be accepted and belong to a group. Notably, conformity usually involves compliance because although the person may reject certain views privately, he will publicly accept them (McLeod, 2007). The normative type of person conforms because he is scared of being rejected by the group. Informational influence is conformity under acceptance of evidence about reality which has been provided by others (Myers, 2009). Journal of Personality and Social Psy-chology, 57, 457–468. In this lesson, we discuss the two types of social conformity and differentiate between conformity and obedience. 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