Social Influence
Definition and Overview
Social influence refers to the way in which individuals change their behavior to meet the demands of a social environment. It takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. Typically social influence results from a specific action, command, or request, but people also alter their behavior because of what they perceive others might do or think.
Types of Social Influence
There are three main types of social influence: compliance, identification, and internalization.
Compliance
Compliance is when an individual accepts influence from others because they hope to achieve a favorable reaction from those others. They comply with the wishes of others to gain rewards or to avoid punishments.
Identification
Identification is when an individual accepts influence because they want to establish or maintain a satisfying self-defining relationship to another person or group.
Internalization
Internalization is when an individual accepts influence because the content of the influence accepted is intrinsically rewarding. It is congruent with the individual's value system.
Factors Affecting Social Influence
There are several factors that can affect the level of social influence one experiences. These include the authority of the influencer, the social proof provided by others, the liking or attractiveness of the influencer, the scarcity of the resource, the reciprocity expected, and the commitment or consistency required.
Social Influence Techniques
There are several techniques that are commonly used to gain social influence. These include the foot-in-the-door technique, the door-in-the-face technique, the low-ball technique, the ingratiation technique, and the bait-and-switch technique.
Social Influence in Groups
Social influence can also occur within groups. This can be seen in phenomena such as groupthink, group polarization, and deindividuation.
Social Influence and Culture
Culture plays a significant role in social influence. Different cultures have different norms and values, and these can affect the way in which social influence is exerted and experienced.
Social Influence and Technology
With the advent of technology and social media, social influence has taken on new dimensions. It is now possible for individuals to be influenced by people they have never met in person, through platforms such as social media and online advertising.
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