Social influence occurs when one's emotions, opinions, or behaviors are affected by others. Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. In 1958, Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.
- Compliance is when people appear to agree with others, but actually keep their dissenting opinions private.
- Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
- Internalization is when people accept a belief or behavior and agree both publicly and privately.
Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others. These include our need to be right (informational social influence), and our need to be liked (normative social influence). Informational influence (or social proof) is an influence to accept information from another as evidence about reality. 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.
Read more about Social Influence: Types
Famous quotes containing the words social influence, social and/or influence:
“... if we look around us in social life and note down who are the faithful wives, the most patient and careful mothers, the most exemplary housekeepers, the model sisters, the wisest philanthropists, and the women of the most social influence, we will have to admit that most frequently they are women of cultivated minds, without which even warm hearts and good intentions are but partial influences.”
—Mrs. H. O. Ward (1824–1899)
“In good company, the individuals merge their egotism into a social soul exactly co-extensive with the several consciousnesses there present.”
—Ralph Waldo Emerson (1803–1882)
“To-day ... when material prosperity and well earned ease and luxury are assured facts from a national standpoint, woman’s work and woman’s influence are needed as never before; needed to bring a heart power into this money getting, dollar-worshipping civilization; needed to bring a moral force into the utilitarian motives and interests of the time; needed to stand for God and Home and Native Land versus gain and greed and grasping selfishness.”
—Anna Julia Cooper (1859–1964)