Normative Social Influence

Normative Social Influence

Sometimes people behave in ways just to gain approval from others, even if they don’t necessarily believe in what they are doing. This is normative social influence — influence resulting in the desire to gain approval or avoid disapproval. For example, if you go to a play, many times you will applaud when others do even if you didn’t really like the play that much. You do this to avoid the disapproval of the other people.

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