In the last article, we evaluated why people follow the crowd—and when that may or may not be a good strategy for personal decision-making. In that evaluation, we discussed how individuals often look ...

The influence to conform to a set of normal standards of behaviour as exerted by a reference group on an individual. Normative social influence is a form of conformity. This frequently generates ...

This study explores the factors influencing university students’ social entrepreneurial intentions based on the values-beliefs-norms theory. Data were collected from 769 Chinese university students ...

Researchers show what happens in the human brain when we try to influence other people or when we ourselves are influenced by others. When people change their opinion after they have received ...