Social influence occurs when an individual's thoughts or actions are affected by other people. Social influence takes many forms and can be seen in conformity Conformity is the process by which an individual's attitudes, beliefs, and behaviors are influenced by other people. This influence occurs in both small groups and society as a whole, and it may be the result of subtle unconscious influences, or direct and overt social pressure. Conformity also occurs by the "implied presence" of others,, socialization The term socialization is used by sociologists, social psychologists, anthropologists, politicians and educationalists to refer to the process of inheriting norms, customs and ideologies. It may provide the individual with the skills and habits necessary for participating within their own society; a society itself is formed through a plurality of, peer pressure Peer pressure refers to the influence exerted by a peer group in encouraging a person to change his or her attitudes, values, or behavior in order to conform to group norms. Social groups affected include membership groups, when the individual is "formally" a member , or a social clique. A person affected by peer pressure may or may not, obedience Obedience, in human behavior, is the quality of being obedient, which describes the act of carrying out commands, or being actuated. Obedience differs from compliance, which is behavior influenced by peers, and from conformity, which is behavior intended to match that of the majority, leadership Leadership has been described as the “process of social influence in which one person can enlist the aid and support of others in the accomplishment of a common task”. Definitions more inclusive of followers have also emerged. Alan Keith of Genentech states that, "Leadership is ultimately about creating a way for people to contribute to, persuasion Persuasion is a form of social influence. It is the process of guiding people and oneself toward the adoption of an idea, attitude, or action by rational and symbolic means, sales A sale is the pinnacle activity involved in selling products or services in return for money or other compensation. It is an act of completion of a commercial activity, and marketing Marketing is the process by which companies determine what products or services may be of interest to customers, and the strategy to use in sales, communications and business development. It is an integrated process through which companies create value for customers and build strong customer relationships in order to capture value from customers. Harvard psychologist, Herbert Kelman Herbert C. Kelman is the Richard Clarke Cabot Professor of Social Ethics, Emeritus at Harvard University.. He was known for his work in the Middle East including a 1989 off-the-record meeting between members of the P.L.O. and Israeli politicians and academics in an effort to bring the two sides closer on important issues. He was the recipient of identified three broad varieties of social influence.[1]
- Compliance Compliance refers to the act of responding favorably to an explicit or implicit request offered by others. The request may be explicit, such as a direct request for donations, or implicit, such as an advertisement promoting its products without directly asking for purchase. In all cases, the target recognizes that he or she is being urged to is when people appear to agree with others, but actually keep their dissenting opinions private.
- Identification Identification is a term that is used in different meanings in psychoanalysis. The roots of the concept can be found in Freud's writings. The three most prominent concepts of identification as mentioned by Freud are: Primary identification, Narcissistic identification and Partial (secondary) identification is when people are influenced by someone who is liked and respected, such as a famous celebrity or a favorite uncle.
- Internalization Generally, internalization is the long-term process of consolidating and embedding one’s own beliefs, attitudes, and values, when it comes to moral behavior. The accomplishment of this may involve the deliberate use of psychoanalytical or behavioral methods is when people accept a belief or behavior and agree both publicly and privately.
Morton Deutsch and Harold Gerard described two psychological needs A need is something that is necessary for humans to live a healthy life. Needs are distinguished from wants because a deficiency would cause a clear negative outcome, such as dysfunction or death. Needs can be objective and physical, such as food and water, or they can be subjective and psychological, such as the need for self-esteem. On a 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).[2] Informational influence 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.
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