When we go along with the crowd to avoid rejection, or to gain their approval, we are conforming because of "normative influence."
What is normative influence?
People are driven to believe the right things about the world, but they also want to fit in with their community.
In a variety of circumstances, the need for social approval is very strong, which is why people are normally quite unpleasant if they believe others are rejecting them now or soon will.
Some key features of normative influence are-
- People occasionally follow the rules of groups because they want to be accepted (or at least tolerated) and think that doing so will make other group members feel better about them.
- This level of conformity is a reflection of normative influence, as described by Deutsch and Gerard.
- Normalizing influence typically results in public obedience but not personal acceptance.
- When working for a group goal rather than an individual goal, group members show more conformity, maybe because they think that in the former situation, disobedience on their part would be punished more harshly.
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