Impact of Influence on Social Norm

Group polarization

When an issue is discussed in a group, the starting point, or initial attitude, becomes exaggerated or polarized after a period of discussion 

Depolarization (Self-categorization theory)

The tendency for people to categorize themselves in terms of their salient group memberships (once someone knows their group membership, they assign the group prototype to themselves) 

When a group has an opinion on an issue, their ideas will WHAT and become WHAT, and likely WHAT will occur 

When a group has an opinion on an issue, their ideas will CONVERGE and become STRONGER, and likely POLARIZATION will occur 

Normative polarization

Each member will move toward the group norm and express public attitudes in line with the group 

Informational polarization

The group offers a valuable source of information by which to arrive at a decision - in groups, people learn more information and come to support the initial group position, and therefore are more persuaded by that position, and come to a consensus 

When group members are in a dispersed environment, they are susceptible to even WHAT levels of group polarization. This is because of two reasons:

1. A greater number of WHAT arguments were generated in computer-mediated discussions

2. Higher incidence of WHAT behaviour (ie, suggesting a more unique and creative idea than the previous suggestion)

When group members are in a dispersed environment, they are susceptible to even HIGHER levels of group polarization. This is because of two reasons:

1. A greater number of NOVEL arguments were generated in computer-mediated discussions

2. Higher incidence of ONE-UPMANSHIP behaviour (ie, suggesting a more unique and creative idea than the previous suggestion)

Groupthink

An extreme form of group polarization

Groupthink is caused by high group WHAT (which increases conformity) and a threatening WHAT context (where stress leads people to value WHAT over WHAT)

Groupthink is caused by high group COHESIVENESS (which increases conformity) and a threatening SITUATIONAL context (where stress leads people to value SPEED over ACCURACY)