Normative influence occurs when individuals conform to a group's expectations to be liked, accepted, or to avoid disapproval, essentially driven by the desire to fit in socially (Myers & Twenge, 2021). For example, a person might start wearing certain brands of clothing because that's what their peers wear, even if they personally prefer a different style. This type of influence is powerful in enforcing group norms and cohesion, but can also lead to conformity at the expense of individuality. Informational influence, on the other hand, stems from the desire to be correct and to understand the right way to act in uncertain situations, leading individuals to conform because they view the group as a source of accurate information (Myers & Twenge, 2021). An example would be someone adopting the strategies of a peer group of more experienced investors during a financial downturn, believing that the group's behavior is based on better knowledge or understanding of the market. This influence is crucial in situations requiring decision-making under ambiguity, promoting the spread of knowledge within the group but potentially also facilitating the propagation of
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