Social influence comprises the ways in which individuals change their behavior to meet the demands of a social environment. It takes many forms and can be seen in conformitysocializationpeer pressureobedienceleadershippersuasionsalesand marketing.
Typically social influence results from a specific action, command, or request, but people also alter their attitudes and behaviors in response to what they perceive others might do or think. InHarvard psychologist Herbert Kelman identified three broad varieties of social influence.
Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the ot of others. These include our need to be right informational social influence and our need to be liked normative social influence. Informational influence comes into play when people are uncertain, either because stimuli are intrinsically ambiguous or because there is social disagreement.
Normative influence is an influence to conform to the positive expectations of others. In terms of Kelman's typology, normative influence leads to public compliance, whereas informational influence leads to private acceptance. Social influence is a broad term that relates to many different phenomena. Listed below are some major types of social influence that are being researched in the field of social psychology. For more information, follow the main article links provided. There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a paper published in the Journal of Conflict Resolution. Compliance is the act of responding favorably flllowing an explicit or implicit request offered by others. Technically, compliance is a change in behavior but not necessarily in attitude ; one can comply due to mere obedience or by otherwise opting to withhold private thoughts due to social pressures.
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Identification is the changing of attitudes or behaviors due to the influence of someone who is admired. Advertisements that rely upon celebrity endorsements to market their products are taking advantage of this phenomenon. According to Kelman, the desired relationship that the identifier relates to the behavior or attitude change. Internalization is the process of acceptance of a set of norms established by people or groups that are influential to the individual. The individual accepts the influence because the content of the influence ageht is intrinsically rewarding.
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It is congruent with the od value system, and according to Kelman the "reward" of internalization is "the content of the new behavior". Conformity is a type of social influence involving a change in behavior, belief, or thinking to align with those of others or with normative standards. It is the most common and pervasive form of social influence.
Social psychology research in conformity tends to distinguish between two varieties: informational conformity also called social proofor "internalization" in Kelman's terms and normative conformity "compliance" in Kelman's terms. In the case of peer pressurea person is convinced to do something that they might not want to do such as taking illegal drugs but which they perceive as "necessary" to keep a positive relationship with other people such as their friends. tue
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Conformity from peer pressure generally results from identification with the group members or from compliance of some members to appease others. Minority influence takes place when a majority is influenced to accept the beliefs or behaviors of a minority. Minority influence can be affected by the sizes of majority and minority groups, the level of consistency of the minority group, and situational factors such as the affluence or social importance of the minority. A self-fulfilling prophecy is a prediction that directly or indirectly causes itself to become true due to positive feedback between belief and behavior.]
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