Normative influence refers to the fact that people sometimes change their behavior, thoughts, or values to be liked and accepted by others. This results in conformity, in the form of individuals altering their utterances or demeanor to be more like what they perceive to be the norm. At the individual level, pivotal factors leading to normative influence are the desire to form a good impression and the fear of embarrassment. Normative influence is strongest when someone cares about the group exerting the influence and when behavior is performed in front of members of that group. It is one of social psychology's paradigmatic phenomena because it epitomizes the impact of the social world on an individual's thoughts and actions.

Normative influence has a somewhat negative image in ...

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