The findings from dozens of studies on normative social influence are clear: Normative social influence is a powerful lever of persuasion. Yet we consistently do not acknowledge it or recognize it. Most people are unable to identify the true cause of their behavior. According to psychology professor Robert Cialdini, “Given the ubiquity and strength of normative social influence, it is surprising how little note people take of this potent form of influence when, as observers, they decide how to interpret the causes of their own actions.”
