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◉ Psychology·2 min·Updated Mar 13, 2026

What is Informational Influence?

Informational Influence

Quick Answer

Informational influence is a social phenomenon where individuals change their beliefs or behaviors based on the information provided by others. It occurs when people look to others for guidance, especially in uncertain situations.

Overview

Informational influence happens when people conform to the beliefs or actions of others because they believe those others possess more accurate information. This type of influence is particularly strong in situations where individuals are unsure or lack knowledge. For instance, if someone is in a new city and sees a long line outside a restaurant, they might decide to join the line, thinking that the popularity of the restaurant indicates its quality. The process of informational influence is closely tied to social psychology, which studies how people's thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others. It highlights the importance of social context in shaping individual behavior. When people are faced with ambiguous situations, they often look to others for cues on how to act, leading to a change in their own beliefs or actions based on what they observe. Understanding informational influence is essential because it reveals how social dynamics can impact decision-making and group behavior. It shows that individuals are not just isolated decision-makers; they are part of a larger social fabric that can guide their choices. This concept is evident in various scenarios, such as group discussions, marketing strategies, and even in educational settings, where peer opinions can significantly sway an individual's views.

Frequently Asked Questions

One common example is when people look to friends or family for advice on which products to buy, trusting their opinions over advertisements. Another example is in classrooms, where students often rely on their peers for understanding complex topics, believing that their classmates may have better insights.
Informational influence is based on the desire to be correct and to gain accurate information, while normative influence is driven by the desire to fit in and be accepted by a group. In other words, people conform to avoid social disapproval in normative influence, but they conform to gain knowledge in informational influence.
Yes, informational influence can sometimes lead to poor decisions, especially if the information being followed is incorrect or misleading. For example, during a crisis, if individuals rely on false information from others, it can result in harmful behaviors or panic.