AO3

• Research support for normative influence

  Linkenbach and perkins (2003) found that adolescents exposed to the simple message that the majority of their age peers didn't smoke were subsequently less likely to take up smoking
• Research support for informational influence

  Wittenbrink and Henley (1996) found that participants exposed to negative information about African Americans later reported more negative attitudes towards black individuals
• Research support for NSI

  • Schultz et al (2008) found that hotel guests exposed to the normative message that 75% of guests reused their towels each day (an indication of energy conservation behaviour) reduced their own towel use by 25%
  • These studies support the claim that people shape their behaviour out of a desire to fit in with their reference group, and as such demonstrate the power of normative influence.