Informational Social Influence (Social Influence) -Real World Practical Applications
Informational Social Influence refers to the phenomenon where individuals conform to group norms or behaviors because they believe the group possesses pertinent information or knowledge. This form of influence occurs when individuals accept information from others as evidence about reality, often leading to changes in attitudes, beliefs, or actions.
Consumer Market Research: A Psychological Perspective
Consumer market research, a crucial component of psychology, delves into understanding consumer behaviour, preferences, and decision-making processes. It seeks to unravel the intricate interplay of psychological factors influencing consumers' choices in the marketplace. At its core, consumer market research aligns closely with Informational Social Influence theory, as it explores how external information influences individuals' purchasing decisions.
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A key strength with the informational explanation to social influence is due to its real life practical applicability. Real-life practical applications refer to how concepts or theories manifest in tangible, everyday situations or scenarios that people encounter in their lives. In the context of informational influence, practical applications would involve instances where individuals are actually influenced by information from others in their real-world decisions, behaviors, or beliefs.
For example, research by Chen et al (2022) found that consumers often rely on reviews from other buyers to make purchasing decisions. Positive reviews can influence others to buy a product they might not have considered otherwise. This practical application underscores the significance of informational influence in shaping consumer behaviour, demonstrating its relevance and impact in everyday life.
However, while the practical applicability of informational influence theory is evident in consumer behaviour research, it may not fully capture the complexity of social influence dynamics in all situations. For instance, in highly subjective or ambiguous contexts where there is no clear "correct" choice or where individual preferences vary significantly, the influence of informational cues alone may be limited. In such cases, other factors such as normative influence (where individuals conform to social norms to gain approval or avoid disapproval) or individual traits and motivations may play a more significant role. Therefore, while informational influence offers valuable insights into decision-making processes, it may not always provide a comprehensive explanation for social influence phenomena across diverse contexts.
