Informational influence occurs when

Informational influence occurs when an individual uses the behaviors and opinions
of reference group members as potentially useful bits of information.This influence is
based on either the similarity of the group’s members to the individual or the expertise
of the influencing group member.
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Thus, a person may notice that runners on the track
team use a specifi c brand of nutrition bar. He or she may then decide to try that brand
because these healthy and active runners use it. Use by the track team members thus provides information about the brand. Illustration 7–3 shows another form of informational
influence whereby a positive nonmember expert referent group endorses or recommends
the brand