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Social norms refers to the unwritten rules that govern social behavior. [6] These are customary standards for behavior that are widely shared by members of a culture. [6] In many cases, normative social influence serves to promote social cohesion. When a majority of group members conform to social norms, the group generally becomes more stable.
Conformity is a type of social influence involving a change in behavior, belief, or thinking to align with those of others or with normative standards. It is the most common and pervasive form of social influence.
Social norms can both be informal understandings that govern the behavior of members of a society, as well as be codified into rules and laws. [2] Social normative influences or social norms, are deemed to be powerful drivers of human behavioural changes and well organized and incorporated by major theories which explain human behaviour. [3]
Social proof (or informational social influence) is a psychological and social phenomenon wherein people copy the actions of others in choosing how to behave in a given situation. The term was coined by Robert Cialdini in his 1984 book Influence: Science and Practice .
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.
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 Impact Theory was created by Bibb Latané in 1981 and consists of four basic rules which consider how individuals can be "sources or targets of social influence". [1] Social impact is the result of social forces, including the strength of the source of impact, the immediacy of the event, and the number of sources exerting the impact. [ 2 ]
Generally speaking, the larger the group size, the easier it is for individuals to display conformity behaviors. Individuals may submit to the group for two reasons: first, to gain acceptance from the group (normative social influence); second, to obtain important information for the group (informational social influence). [33]