Imagine you’re standing in a store, trying to decide which cereal to buy. There are two boxes on the shelf. One has a sign that says, “Top Rated by Customers,” while the other has no sign at all. Which one would you pick? Chances are, you’d go with the top-rated one. Why? That’s informational social influence at work!
What Is Informational Social Influence?
Informational social influence is when we look to others for guidance in uncertain situations. It explains conformity due to the desire for correctness in uncertain situations, arising when individuals lack information and turn to others for guidance. It’s like when you’re unsure which restaurant to choose, so you pick the one with the longest line, assuming others know something you don’t.
This influence isn’t about fitting in (that’s normative social influence); it’s about learning from others to make better decisions. Marketers in the retail world understand this well. They use reviews, ratings, and testimonials to show consumers what others believe is the best choice.
For example, developing social currency for retail marketing is one way businesses can help customers feel confident about their choices.

The Psychology Behind Informational Social Influence
Why do we trust others so much? It all boils down to abnormal and social psychology. When faced with uncertainty, we naturally seek information from knowledgeable or credible people. This is why expert endorsements and customer testimonials are so powerful.
Think about the last time you booked a hotel. Did you check the reviews first? Most of us do. Seeing a high star rating or glowing review gives us the confidence that we’re making the right choice. Learn more about the dynamics of social influence here.
Key Studies on Social Influence
Several key studies have significantly advanced our understanding of social influence and its various forms. One of the most influential is Muzafer Sherif’s 1935 experiment on the autokinetic effect. In this study, participants were placed in a dark room and asked to estimate the movement of a stationary dot of light. The results were fascinating: participants’ estimates converged over time, illustrating how individuals look to others for guidance in ambiguous situations. This experiment highlighted the power of informational social influence, where people rely on others to determine the correct behavior when they are uncertain.
Another landmark study is Solomon Asch’s 1951 line-judging experiment, which showcased the power of normative social influence. Participants were asked to match the length of a line to one of three comparison lines. Despite the task’s simplicity, many participants conformed to the majority’s incorrect choice, even when they knew it was wrong. This study demonstrated how the desire to fit in and avoid social rejection can lead individuals to conform to the same wrong answer as the group.
Factors that Influence Social Influence
Several factors can significantly impact social influence, including the size of the majority, the unanimity of the majority, and the importance of the task at hand. Research has shown that as the size of the majority increases, so does the pressure to conform. However, this effect plateaus after a certain point, meaning that adding more people to the majority doesn’t necessarily lead to greater conformity.
The unanimity of the majority is another crucial factor. When the majority is unanimous, individuals feel a stronger pressure to conform. However, if there is even one dissenter within the group, the pressure to conform decreases significantly. This shows how a single voice of dissent can empower others to resist conforming to the majority.
The importance of the task also plays a significant role. When the task is perceived as important, individuals are more likely to conform to the majority, seeking the correct behavior. Conversely, when the task is seen as unimportant, individuals feel less compelled to conform.
The Role of Similarity and Uncertainty
Similarity and uncertainty are two key factors that contribute to social influence. When individuals perceive themselves as similar to others, they are more likely to adopt their behavior and attitudes. This sense of similarity fosters a feeling of belonging and reduces uncertainty, making it easier to follow the group’s lead.
Uncertainty is another major driver of social influence. When individuals are unsure about what to do or how to behave, they are more likely to look to others for guidance. This is because others may possess more knowledge or information about the situation, providing a clearer path to the correct behavior. For example, in a new workplace, employees often look to their more experienced colleagues to understand the social norms and expectations.
Normative Social Influence vs. Informational Influence
Normative social influence and informational influence are two distinct forms of social influence, each driven by different motivations. Normative social influence occurs when individuals conform to a group because they want to be liked and accepted. This type of influence is driven by the desire for social approval and the fear of social rejection. For instance, a person might laugh at a joke they don’t find funny just to fit in with their friends.
Conversely, informal influence occurs when individuals conform to a group because they want to be correct. This type of influence is driven by the desire for accuracy and guidance in uncertain situations. For example, if you’re unsure which fork to use at a formal dinner, you might observe others to make the correct choice.
Behavioral Mimicry and Group Dynamics
Behavioral mimicry is a subtle yet powerful form of social influence where individuals unconsciously imitate the behavior of others. This can include mimicking facial expressions, body language, and speech patterns. For instance, you might find yourself adopting the same posture or gestures as the person you’re conversing with, without even realizing it.
Group dynamics also play a significant role in social influence. Group norms, cohesion, and conformity all contribute to how individuals behave within a group. When individuals are part of a group, they are more likely to adopt the group’s norms and behaviors, seeking to fit in and be accepted. This can be seen in various settings, from workplace environments to social gatherings, where group members often align their behavior with the established norms.
Social influence is a complex and multifaceted phenomenon influenced by a variety of factors. Understanding the key studies, factors, and forms of social influence can help us better navigate social situations and make more informed decisions. Learn more about social influence here.

Applications in Retail Marketing
Retailers have mastered the art of using informational social influence. They leverage strategies like:
- Displaying customer reviews and testimonials prominently on product pages.
- Highlighting “best-seller” tags or “top-rated” badges.
- Using experts to recommend products.
For instance, businesses use Social Influence to shape how consumers perceive their products. One powerful example is leveraging influencer marketing to promote products—making us feel like trusted voices are guiding our decisions.
The Role of Social Proof, Normative Social Influence, and Social Currency
Social proof is when we see others doing something and think, “If they’re doing it, it must be good!” Social currency, on the other hand, is about creating something so valuable or interesting that people want to share it.
For businesses, Developing Social Currency means giving customers reasons to talk about their products. It could be an exciting campaign, a meaningful story, or simply an exceptional product that stands out.
Strategies to Leverage Informational Social Influence
So, how can businesses make the most of informational social influence? Here are some simple yet effective strategies:
- Encourage Reviews and Testimonials: Ask customers to share their experiences. A few honest words can go a long way in convincing others.
- Partner with Experts and Influencers: Trusted voices can amplify your message.
- Build Credibility: Offer detailed product descriptions, high-quality visuals, and transparent information.
To learn more, check out our course on Developing Social Currency for Retail Marketing and master these strategies.

Benefits of Informational Social Influence in Retail
When used right, informational social influence can boost consumer loyalty, increase brand reputation, and even drive sales online and offline.
Imagine a brand that consistently shows how their products improve lives through customer stories. That brand becomes not just a business but a trusted advisor in their customers’ eyes.
The Future of Social Influence in Marketing
The future is here, and it’s tech-driven! Retailers are already using AI to analyze consumer behavior and predict trends. Virtual reality (VR) and augmented reality (AR) are creating shared shopping experiences. Imagine trying on clothes virtually with friends, even when you’re miles apart!
These innovations, combined with social influence, will shape how we shop in the coming years. Discover more with the Developing Social Currency for Retail Marketing Course.
Conclusion
Informational social influence is more than just a marketing buzzword—it’s a tool that connects us as people. By learning from others, we make better decisions and build trust with brands.
Want to dive deeper? Enroll in our Developing Social Currency for Retail Marketing Course today and discover how to use these insights to grow your business!