Dual Process Theory - Normative and Informational Influence
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Dual process theory is a psychological theory that aspires to explain a type of social influence, namely, that of majority influence. It was formulated by Deutsch and Gerrard (1955) and has had a persistent influence on subsequent thinking.

The two processes at work are normative and informational influence.

Normative Influence

Normative influence is defined as "influence to conform with the positive expectations of another" (and often "or to avoid sanctions from another"). Deutsch and Gerrard go on state that "positive expectations [...] refer to those expectations whose fulfilment by another leads to or reinforces positive rather than negative feelings, and whose non-fulfilment leads to the opposite, to alienation rather than solidarity". In Asch's experiment, the majority may yield normative influence over the minority through fear of anger, retribution or reprisals. Normative influence does not have to involve physical coercion. It might operate through ostracism, or other subtle psycholgical proceses.

Informational Influence

Informational Influence is "influence to accept information obtained from another as evidence about reality". It is often that influence that derives from the power of an individual or group to present their perspective on a subject as more authoritative and erudite than the opinion of the majority. A professor in a group would probably yield informational influence.

Problems with Dual Process Theory

Dual process theory has been criticised from a number of perspectives. Some state that the distinction between normative and informational influence is unclear, or that there is a third type of influence.

Other Notes in this Category

1. Asch's Studies on Majority Influence
2. Dual Process Theory - Normative and Informational Influence
3. Groupthink - Irving Janis (1972;1982)
4. Moscovici and Minority Influence
5. Turner's Self-Categorisation Theory

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