You walk into a new restaurant and see a long line at one stall while others sit empty. Without thinking, you join the crowd. If that many people are choosing it, the food must be good, right?
People often look to others when they’re unsure, assuming the group will reflect correct behavior. This is informative social influence – the psychological phenomenon which is a tendency to conform with the behavior or beliefs of others in uncertain situations.
It shapes decisions every day, from small choices like picking a restaurant to bigger ones like forming opinions on social issues. Sometimes, the crowd is right. Other times, it isn’t.
Informational social influence – definition
People don’t always know the right answer, especially in uncertain situations. When they’re unsure, they often look to others for guidance, assuming that the group knows better. This is informative social influence – the tendency to follow others when seeking accurate information.
It happens all the time. Imagine walking into a fancy restaurant for the first time. You don’t know which fork to use, so you watch what others do and copy them. Or think about a group of students answering a tricky test question – if most of them agree on one answer, an uncertain student might go with the majority, trusting that they have more knowledge.
This kind of influence isn’t about fitting in or avoiding social rejection – that would be normative social influence. Instead, it’s about figuring out what’s correct. People assume that a group’s behavior or beliefs reflect reality, so they adjust their own opinions accordingly.
In many cases, this leads to informed decisions. But sometimes, it means trusting the wrong crowd.
Classic studies demonstrating informational social influence
Social psychology has long studied why people rely on others for guidance in uncertain situations. Some of the most well-known experiments show how group norms shape beliefs and decisions, especially when the right answer isn’t clear.
One of the earliest studies on this was conducted by Muzafer Sherif. He placed participants in a dark room and asked them to watch a small point of light. The light didn’t actually move, but due to a visual illusion called the autokinetic effect, it appeared to shift.
When asked to estimate how far it moved, participants gave different answers at first. But once they were placed in a group and asked again, their estimates started to match. They weren’t being pressured—they genuinely believed the group’s answers were more reliable than their own.
Another famous study by Solomon Asch is often linked to normative social influence, but it also reveals something about informative social influence. Participants were shown a set of lines and asked to match the length of one line to the correct choice.
The task was simple, but in some cases, the group (secretly working with the researcher) gave wrong answers on purpose. When the difference between the correct and incorrect answers was small, participants were more likely to go along with the group – not only to fit in, but because they doubted their own judgment.
These studies show that when people are unsure, they trust the group. It’s a natural response that helps in many situations, but it also explains why misinformation can spread when people rely too much on others instead of thinking critically.
Factors influencing informational social influence
People don’t always trust their own judgment, especially when facing uncertainty. In those moments, they turn to others, assuming that group knowledge is more reliable. But not every situation leads to the same level of informative social influence – some social factors make it stronger than others.
Ambiguity of the situation
The less clear something is, the more people rely on others. If a person walks into a restaurant for the first time and doesn’t know the right tipping custom, they might watch what others do. The same happens in ambiguous situations, where people guess based on what seems right to the group.
Perceived expertise of group members
People are more likely to trust and follow those they believe have more knowledge. A group of students struggling with a tough math problem might look to the one who seems most confident. The same thing happens in everyday life –people trust doctors for medical advice and seasoned investors for financial tips.
Crisis situations
In emergencies, people don’t have time to think things through. Instead, they react fast by copying what others are doing. If a crowd runs toward an exit during a fire, most people follow without question, assuming the group knows the safest escape route.
In all these cases, informational social influence helps people make decisions. But when the group is wrong, following blindly can lead to bad outcomes.
Normative vs. informational social influence
People conform to group norms for different reasons. Sometimes, they want to be right. Other times, they want to fit in. These two motivations shape informational and normative influence.
Informational social influence happens when people follow a group because they believe the group has more knowledge. It’s about finding the correct answer in uncertain situations. If someone visits a new country and sees locals eating with their hands, they might do the same, assuming it’s the right thing to do.
Normative social influence is different. Here, people conform not because they think the group is right, but because they don’t want to stand out. This is why fashion trends spread—people wear what’s popular to fit in, not necessarily because they like it. It’s also why peer pressure works. A person might agree with a group’s opinion even if they secretly disagree, just to avoid social rejection.
The key difference? One is about accuracy, the other is about acceptance. Both shape human behavior, influencing everything from daily decisions to major cultural shifts. Sometimes, they even overlap – people might conform for both reasons at the same time.
Applications of informational social influence
People don’t always trust their own judgment, so they look to others for guidance. This happens in everyday life, from shopping decisions to online community trends and education.
Marketing and consumer behavior
When people shop online, they often check reviews and ratings before buying. A product with thousands of positive reviews feels like a safer choice than one with none. This is informational social influence in action—people assume the group’s beliefs reflect reality. It’s why businesses highlight customer testimonials and why trendy products sell fast.
Social media
Social platforms amplify informational influence. When a post, video, or idea gains enough engagement, people start to believe it must be important or true. This can be seen in viral health advice, political opinions, and even investment trends. People trust content with high likes, shares, and comments, often without questioning its accuracy.
Education
Students often follow the habits of those they see as knowledgeable. If a group of students spends extra time studying, others might do the same, thinking it leads to better results. This also happens in higher education, where new students rely on experienced peers to navigate academic life.
Informational social influence shapes decisions everywhere. Sometimes, it leads to smart choices, but it also spreads misinformation when people trust the wrong sources.
Implications for group dynamics and decision-making
Social groups rely on informational social influence to make decisions. When people share knowledge, it helps the group reach a common understanding. This can be useful in business meetings, team projects, or policy discussions, where different perspectives come together to form a stronger decision.
But trusting the group too much can be a problem. Sometimes, people stop questioning ideas and go along with the majority, even if they have doubts. This is how groupthink happens – when a group values agreement over critical thinking. History has shown that bad decisions can come from too much conformity and not enough debate.
A healthy balance is key. Groups benefit from shared knowledge, but they also need independent voices. The best decisions happen when people listen to others but still think for themselves.
Trusting the group: Helpful or risky?
People don’t always trust their own judgment, especially in uncertain situations. That’s when they turn to others, believing the group knows best. Informational social influence shapes everything from small daily choices to major life decisions. Sometimes, it leads to smart outcomes, like learning from experts. Other times, it spreads misinformation when people trust the wrong sources.
Understanding why people conform helps explain group behavior, decision-making, and social trends. But relying on the group isn’t always the right move. The best decisions happen when people listen, question, and think for themselves.
