Chapter 6 discusses how others can influence norms, beliefs, and attitudes. Normative influence implies fairly direct effects without recipients of the influence becoming persuaded of the merits of a point of view. In contrast, informational influence implies that beliefs and attitudes are formed by internalizing the social norm. Finally, other people provide behavioral opportunities, teach skills, and induce mimicry. The degree of influence of normative information, however, depends on characteristics of the person, including cultural collectivism, group identity, and linkage to existing social networks. These issues and the associated processes are discussed in the context of real life and online influence.