Differences in normative and informational social influence

In an investigation of the distinctive characteristics of normative and informational social influence, a survey probed purchase decision, individual difference, and consumer-referent relationship characteristics associated with recent purchase episodes involving advice from others. Levels of involvement and complexity were shown to be greater in informational influence situations than in normative. Conspicuousness, contact and advice solicitation frequency, and consumer-referent homophily with respect to the value attached to warm relationships were greater when normative influence was involved.