What Is Informational Social Influence AP Psychology Definition: A 2024 Guide
Informational social influence occurs when people conform to the behavior or beliefs of others because they believe those others have accurate knowledge, especially in ambiguous or crisis situations. In AP Psychology, this concept explains how individuals rely on social cues to determine correct actions or opinions when they are uncertain. The key idea is that people look to others not to fit in, but because they assume the group knows more. This differs from normative social influence, which involves conforming to gain approval. Understanding this distinction is central to the AP Psychology curriculum and frequently appears on exam questions.
What Is Informational Social Influence?
When people face uncertainty, they often use others as a source of information. Informational social influence happens when someone assumes that the group’s behavior reflects truth or accuracy. This type of conformity is driven by a desire to be right, not to be liked. For example, entering a quiet library and seeing everyone whispering may lead you to lower your voice, not out of fear of judgment, but because you infer that whispering is the correct way to behave.
This influence is strongest in unfamiliar or high-pressure situations. In such moments, people treat others’ actions as evidence about reality. According to the American Psychological Association, this process involves cognitive processing—people are reasoning through uncertainty, not simply reacting emotionally American Psychological Association. Unlike normative influence, which stems from social motivation, informational influence is based on observation and logic.
A well-known example comes from Muzafer Sherif’s autokinetic effect experiments. In a dark room, a stationary light appears to move due to a visual illusion. When participants were asked how far the light moved, their estimates varied at first. But when they heard others’ responses, their own answers shifted. Over time, group norms formed, and individuals adopted these judgments as correct—even when alone later. This shows how people use others’ input to shape their understanding of ambiguous events.
How It Differs From Normative Social Influence
Both informational and normative social influences involve conformity, but their motivations and outcomes differ. Normative influence occurs when people conform to be accepted or avoid rejection. For example, laughing at a joke you don’t find funny because others are laughing reflects a desire for social approval.
Informational influence, by contrast, is about accuracy. It occurs when a person believes others have better information. A student might copy another’s answer on a difficult test question not to impress them, but because they assume the other student knows more. The motivation is correctness, not belonging.
The outcomes also differ. Normative influence usually leads to compliance—outward conformity without private belief change. A person may follow the group publicly but disagree privately. Informational influence, however, often leads to internalization, where the individual genuinely accepts the group’s view. This change can last even when the group is no longer present.
| Type of Influence | Cause | Outcome | Example |
|---|---|---|---|
| Informational | Belief others have accurate knowledge | Internalization | Following evacuation instructions during a fire |
| Normative | Desire to be accepted | Compliance | Dressing like peers to fit in |
On the AP Psychology exam, students are expected to distinguish between these two types by identifying the underlying motivation: seeking truth versus seeking approval.
Conditions That Increase Informational Social Influence
Ambiguity increases the likelihood of informational influence. When situations lack clear cues, people are more likely to look to others. For example, during a sudden power outage, if you’re unsure whether to leave the building, you might watch what others do before acting.
Crisis situations also heighten this effect. In emergencies, people often lack time to think independently and instead rely on those who appear calm or informed. This can be seen in crowd behavior during disasters, where individuals follow perceived leaders.
Perceived expertise strengthens the effect. People are more likely to conform to those they view as knowledgeable. A doctor’s advice during a medical emergency carries more weight than that of a stranger. Similarly, students may adopt the study habits of high-achieving peers, assuming those methods are more effective.
Group consensus also plays a role. When everyone agrees, individuals are more likely to follow. In jury deliberations, for example, a unanimous opinion can strongly influence holdouts. However, even one dissenting voice can reduce conformity, as shown in Solomon Asch’s line judgment studies—though those primarily illustrate normative pressure, they also reveal how disagreement disrupts informational reliance.
Real-World Example
A clear example of informational social influence occurs during fire evacuations. If an alarm sounds and you’re unsure whether it’s a drill or real, you might look to others. If people are calmly walking toward the exit, you’re likely to follow, assuming they know the protocol. This is not about fitting in—it’s about trusting their behavior as a source of accurate information. Your action reflects a belief that others understand the situation better than you do.
This kind of influence also appears in digital contexts. When shopping online, many people check customer reviews before purchasing. A product with consistently high ratings is seen as more reliable. Users rely on the collective judgment of others to reduce uncertainty—applying informational influence in a modern, everyday setting.
Key Takeaways
- Informational social influence occurs when people conform because they believe others have accurate information.
- It is most common in ambiguous or high-pressure situations where individuals seek correctness.
- Unlike normative influence, it often leads to internalization, not just public compliance.
- Factors like ambiguity, crisis, perceived expertise, and group unanimity increase its likelihood.
- Real-world examples include following evacuation cues, relying on peer study habits, and using online reviews.
- On the AP Psychology exam, distinguish this from normative social influence by focusing on motivation: accuracy versus acceptance.
- Always consult qualified professionals for personal decisions involving health or safety American Psychological Association.
