Comparative And Normative Function As A Standard Of Behavior

Zou et al draw upon previous research demonstrating how perceived consensus occurs within groups. Groups can be particularly useful when we are unsure of the situation through two functions: comparative and normative. The comparative function serves as a benchmark; individuals will look towards others to see how they compare in terms of behavior and values. The normative function acts as a standard of behavior; when we are uncertain, we will look towards others to determine what is the normal and accepted. Sherif’s 1935 Autokinetic study provides a case of when normative influence becomes internalized. Participants were engaged in a perceptual judgment task either alone or in a group and were instructed to look at a light in a dark room. Although the light is stationary, it appears to be moving in a dark room, and participants were told to indicate how much they thought the light was moving. Through repeated trials in groups, participants’ answers began to converge towa rds a mean distance, indicating a perceived consensus. The significance is that the light was not moving—the participants were affected by others’ perceptions and their judgments of the distance began to converge. This experiment demonstrates how people will look towards others for guidance in ambiguous situations. Furthermore, the perceived consensus subsequently became internalized. Zou et al apply this understanding of perceived consensus to culture by arguing that perceptions of knowledge construct whatShow MoreRelatedHow Reference Groups Exert Influence on Consumer Behavior3154 Words   |  13 Pagesspecific guide for behavior. They help us understand the impact of other people on an individual’s consumption beliefs, attitudes, and behavior. It helps marketers choose their methodology to affect desired changes in consumer behavior. 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