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Normative Influence

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Normative social influence
Normative social influence is a type of social influence leading to conformity. It is defined as "the influence of other people that leads us to conform in order to be liked and accepted by them." Normative social influence's power stems from the human identity as a social creature, with a need for companionship and association. This fact often leads to people exhibiting public compliance—but not necessarily private acceptance—of the group's social norms in order to be accepted by the group. Social norms refers to the unwritten rules that govern social behavior. These are customary standards for behavior that are widely shared by members of a culture.

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MONASH Marketing Dictionary

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Normative Influence
the influence exerted on an individual by a reference group to conform to its norms.

2004 (c) Copyright & Reprint Courtesy of the Dept. of Marketing, Faculty of Business and Economics, Monash University; edited by Mr. Don Bradmore.

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