COMPARE NORMATIVE AND IMFORMATIONAL INFLUENCES ON SOCIETY. Sources of influence can create normative and/or informational influence. Normative influence may create effects like brand-choice congruence, conformity, compliance, and reactance. Normative influence tends to be greater for products that are publicly consumed, considered luxuries, or regarded as a significant aspect of group membership. Normative influence is also strong for individuals who tend to pay attention to social information. Strong ties and the extent to which consumers …showed first 75 words of 1208 total…

…showed last 75 words of 1208 total…the public condition. The subjects publicly conformed in the in-group condition and publicly went against the out-group condition. Therefore, when group membership is salient, the in-group exerts pressure to conform on subjects when responses are public, and the out-group does not exert pressure, and is generally publicly rejected. The in-group member wishes to distinguish themselves from the out-group, and be affiliated with their own group. This experiment showed that normative influence is dependent on self-categorization.