The Role of Normative Information in Judgments of Others

Abstract

When forming impressions of an other’s personality, people often rely on information not directly related to the individual at hand. One source of information that can influence people’s impressions of others is the personality of the average person (i.e., normative profile). This relationship between the normative profile and an impression is called normative accuracy or normativity. In this chapter, you will learn about the average personality, why it is important, the relationship to social desirability and what it means to have a normative impression, as well as correlates and moderators of normativity. More broadly, you will learn about current research and views regarding the normative profile and normative impressions as well as concrete steps for incorporating this approach into your future research on interpersonal perception.