What is meant by 'normative influence'?

Normative influence refers to the type of social influence that leads individuals to conform to the expectations and norms of a group. This process often occurs because individuals want to be accepted, liked, or avoid disapproval from others. When people conform due to normative influence, they may not genuinely agree with the group's beliefs but modify their behavior or opinions to align with the group's norms, often as a way of gaining social approval or acceptance.

This type of influence is particularly significant in group dynamics as it highlights the power of social norms in shaping behavior. People tend to comply with the prevailing group norms in social settings, which can strengthen group cohesion but also pressure individuals to suppress their true feelings or beliefs.

In contrast, the other options do not accurately describe normative influence. Ignoring group decisions would be contrary to conforming to group norms, while promoting non-conformity stands in opposition to the essence of influence that drives conformity. Lastly, a strategy for avoiding interaction with the group does not involve conforming or adhering to group expectations and therefore is unrelated to normative influence.