This is contrasted with normative social influence wherein a person conforms to be liked or accepted by others.
2.
Field studies on cigarette and alcohol abuse, however, generally demonstrate evidence of friends exerting normative social influence on each other.
3.
These include our need to be right ( informational social influence ) and our need to be liked ( normative social influence ).
4.
Hence, groups that are already culturally divided will tend to remain that way as the effect of normative social influence is self-perpetuating.
5.
Unlike majority influence, minority influence can rarely influence others through normative social influence because the majority is indifferent to the minority's perspective of them.
6.
These are " informational " conformity, or informational social influence, and " normative " conformity, also called normative social influence.
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