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Similar to fashion conformity, the male and the female views of the ideal body image are often affected by normative social influence. [2] Social media and marketing helps to portray what is commonly considered the current view of physical attractiveness by the masses.
Normative influence usually results in public compliance, doing or saying something without believing in it. The experiment of Asch in 1951 is one example of normative influence. Even though John Turner et al. argued that the post experimental interviews showed that the respondents were uncertain about the correct answers in some cases.
The Asch conformity experiments are a perfect example of how robust this effect is [19] and its replication across many cultures shows that this behaviour is very common. [20] [21] Henrich suggests that normative conformity may have evolved to respond to the spread of punishing behaviour toward non-conformists. [4]
There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a 1958 paper published in the Journal of Conflict Resolution. [1] The purpose of defining these processes was to help determine the effects of social influence: for example, to separate public conformity (behavior) from private acceptance (personal belief).
The Asch conformity experiments are often interpreted as evidence for the power of conformity and normative social influence, [18] [19] [20] where normative influence is the willingness to conform publicly to attain social reward and avoid social punishment. [21]
Social Psychologist Icek Azjen theorized that subjective norms are determined by the strength of a given normative belief and further weighted by the significance of a social referent, as represented in the following equation: SN ∝ Σn i m i , where (n) is a normative belief and (m) is the motivation to comply with said belief.
For example, "children should eat vegetables", and "those who would sacrifice liberty for security deserve neither" are philosophically normative claims. On the other hand, "vegetables contain a relatively high proportion of vitamins", and "a common consequence of sacrificing liberty for security is a loss of both" are positive claims.
By complying with others' requests and abiding by norms of social exchange (i.e., the norm of reciprocity), individuals adhere to normative social influence and attain the goal of affiliation. [1] [3] An example of both normative and informational social influence is the Solomon Asch line experiments.