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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." [1] The power of normative social influence stems from the human identity as a social being, with a need for companionship and association. [2]
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.
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.
Normative ethics is the study of ethical behaviour and is the branch of philosophical ethics that investigates questions regarding how one ought to act, in a moral sense. Normative ethics is distinct from meta-ethics in that the former examines standards for the rightness and wrongness of actions, whereas the latter studies the meaning of moral ...
In other words, it is not the normal and the abnormal that is fundamental and primary in disciplinary normalization, it is the norm. That is, there is an originally prescriptive character of the norm and the determination and the identification of the normal and the abnormal becomes possible in relation to this posited norm. [5]
Orders and permissions express norms. Such norm sentences do not describe how the world is, they rather prescribe how the world should be. Imperative sentences are the most obvious way to express norms, but declarative sentences also may be norms, as is the case with laws or 'principles'.
Normality is a behavior that can be normal for an individual (intrapersonal normality) when it is consistent with the most common behavior for that person. Normal is also used to describe individual behavior that conforms to the most common behavior in society (known as conformity).
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.