Social influence

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Social influence comprises the ways in which individuals adjust 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 attitudes and behaviors in response to what they perceive others might do or think. In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence. [1]

Contents

  1. Compliance is when people appear to agree with others but actually keep their dissenting opinions private. [2]
  2. Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity.
  3. 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). [3] 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 from stimuli being intrinsically ambiguous or because of 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. [1]

Types

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.

Kelman's varieties

There are three processes of attitude change as defined by Harvard psychologist Herbert Kelman in a 1958 paper published in the Journal of Conflict Resolution. [1] The purpose of defining these processes was to help determine the effects of social influence: for example, to separate public conformity (behavior) from private acceptance (personal belief).

Compliance

A protestor with a placard reading "Silence is Compliance" Silence is compliance - A protester with a message standing on a window ledge in Whitehall. (31903348794).jpg
A protestor with a placard reading "Silence is Compliance"

Compliance is the act of responding favorably to 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. [4] According to Kelman's 1958 paper, the satisfaction derived from compliance is due to the social effect of the accepting influence (i.e., people comply for an expected reward or punishment-aversion). [1]

Identification

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. [1]

Internalization

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 accepted is intrinsically rewarding. It is congruent with the individual's value system, and according to Kelman the "reward" of internalization is "the content of the new behavior". [1]

Conformity

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 proof, or "internalization" in Kelman's terms ) and normative conformity ("compliance" in Kelman's terms). [4]

Minority influence

Researchers have been studying social influence and minority influence for over thirty years. The first publication covering these topics was written by social psychologist Serge Moscovici and published in 1976. [5] 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). [6] Minority influence most often operates through informational social influence (as opposed to normative social influence) because the majority may be indifferent to the liking of the minority. [7]

Self-fulfilling prophecy

A self-fulfilling prophecy is a prediction that directly or indirectly causes itself to become true due to positive feedback between belief and behavior. A prophecy declared as truth (when it is actually false) may sufficiently influence people, either through fear or logical confusion, so that their reactions ultimately fulfill the once-false prophecy. This term is credited to sociologist Robert K. Merton from an article he published in 1948. [8]

Social contagion

Social contagion involves the spontaneous spread of behaviors or emotions through a group, population or social network. Social contagion consists of two categories, behavioral contagion and emotional contagion. Unlike conformity, the emotion or behavior being adopted may not represent a social norm. [9]

Reactance

Reactance is the adoption of a view contrary to the view that a person is being pressured to accept, perhaps due to a perceived threat to behavioral freedoms. This phenomenon has also been called anticonformity . While the results are the opposite of what the influencer intended, the reactive behavior is a result of social pressure. [10] It is notable that anticonformity does not necessarily mean independence. In many studies, reactance manifests itself in a deliberate rejection of an influence, even if the influence is clearly correct. [11]

Obedience

Obedience is a form of social influence that derives from an authority figure, based on order or command. [12] The Milgram experiment, Zimbardo's Stanford prison experiment, and the Hofling hospital experiment are three particularly well-known experiments on obedience, and they all conclude that humans are surprisingly obedient in the presence of perceived legitimate authority figures.

Persuasion

Persuasion is the process of guiding oneself or another toward the adoption of an attitude by rational or symbolic means. US psychologist Robert Cialdini defined six "weapons of influence": reciprocity, commitment, social proof, authority, liking, and scarcity to bring about conformity by directed means. Persuasion can occur through appeals to reason or appeals to emotion. [13]

Psychological manipulation

Psychological manipulation is a type of social influence that aims to change the behavior or perception of others through abusive, deceptive, or underhanded tactics. [14] By advancing the interests of the manipulator, often at another's expense, such methods could be considered exploitative, abusive, devious, and deceptive.

Social influence is not necessarily negative. For example, doctors can try to persuade patients to change unhealthy habits. Social influence is generally perceived to be harmless when it respects the right of the influenced to accept or reject it, and is not unduly coercive. Depending on the context and motivations, social influence may constitute underhanded manipulation.

Abusive power and control

Controlling abusers use various tactics to exert power and control over their victims. [15] Tactics may include coercion and threats, intimidation, emotional abuse, isolation, and more. The goal of the abuser is to control and intimidate the victim or to influence them to feel that they do not have an equal voice in the relationship. [16] Political entities may employ patterns of similar techniques in the exertion of abusive power and control over persons subject to them. [17]

Propaganda

Propaganda is information that is not objective and is used primarily to influence an audience and further an agenda, often by presenting facts selectively to encourage a particular synthesis or perception, or using loaded language to produce an emotional rather than a rational response to the information that is presented. [18]

Hard power

Hard power is the use of military and economic means to influence the behavior or interests of other political bodies. This form of political power is often aggressive (coercion), and is most effective when imposed by one political body upon another of lesser military and/or economic power. [19] Hard power contrasts with soft power, which comes from diplomacy, culture and history. [19]

Antecedents

Many factors can affect the impact of social influence.

Social impact theory

Social impact theory was developed by Bibb Latané in 1981. This theory asserts that there are three factors which increase a person's likelihood to respond to social influence: [20]

Cialdini's "weapons of influence"

Robert Cialdini defines six "weapons of influence" that can contribute to an individual's propensity to be influenced by a persuader: [13] [21]

Unanimity

Social Influence is strongest when the group perpetrating it is consistent and committed. Even a single instance of dissent can greatly wane the strength of an influence. For example, in Milgram's first set of obedience experiments, 65% of participants complied with fake authority figures to administer "maximum shocks" to a confederate. In iterations of the Milgram experiment where three people administered shocks (two of whom were confederates), once one confederate disobeyed, only ten percent of subjects administered the maximum shocks. [23]

Status

Those perceived as experts may exert social influence as a result of their perceived expertise. This involves credibility, a tool of social influence from which one draws upon the notion of trust. People believe an individual to be credible for a variety of reasons, such as perceived experience, attractiveness, knowledge, etc. Additionally, pressure to maintain one's reputation and not be viewed as fringe may increase the tendency to agree with the group. This phenomenon is known as groupthink. [24] Appeals to authority may especially effect norms of obedience. The compliance of normal humans to authority in the famous Milgram experiment demonstrate the power of perceived authority.

Those with access to the media may use this access in an attempt to influence the public. For example, a politician may use speeches to persuade the public to support issues that he or she does not have the power to impose on the public. This is often referred to as using the "bully pulpit." Likewise, celebrities do not usually possess any political power, but they are familiar to many of the world's citizens and, therefore, possess social status.

Power is one of the biggest reasons an individual feels the need to follow through with the suggestions of another. A person who possesses more authority (or is perceived as being more powerful) than others in a group is an icon or is most "popular" within a group. This person has the most influence over others. For example, in a child's school life, people who seem to control the perceptions of the students at school are most powerful in having a social influence over other children. [25]

Culture

Culture appears to play a role in the willingness of an individual to conform to the standards of a group. Stanley Milgram found that conformity was higher in Norway than in France. [26] This has been attributed to Norway's longstanding tradition of social responsibility, compared to France's cultural focus on individualism. Japan likewise has a collectivist culture and thus a higher propensity to conformity. However, a 1970 Asch-style study found that when alienated, Japanese students were more susceptible to anticonformity (giving answers that were incorrect even when the group had collaborated on correct answers) one third of the time, significantly higher than has been seen in Asch studies in the past. [11]

While gender does not significantly affect a person's likelihood to conform, under certain conditions gender roles do affect such a likelihood. [27] Studies from the 1950s and 1960s concluded that women were more likely to conform than men. But a 1971 study found that experimenter bias was involved; all of the researchers were male, while all of the research participants were female. Studies thereafter found that the likelihood to conform almost equal between the genders. Furthermore, men conformed more often when faced with traditionally feminine topics, and women conformed more often when presented with masculine topics. In other words, ignorance about a subject can lead a person to defer to "social proof". [28]

Emotions

Emotion and disposition may affect an individual's likelihood of conformity or anticonformity. [10] In 2009, a study concluded that fear increases the chance of agreeing with a group, while romance or lust increases the chance of going against the group. [29]

Social structure

Social networks

A social network is a social structure made up of nodes (representing individuals or organizations) which are connected (through ties, also called edges, connections, or links) by one or more types of interdependency (such as friendship, common interests or beliefs, sexual relations, or kinship). Social network analysis uses the lens of network theory to examine social relationships. Social network analysis as a field has become more prominent since the mid-20th century in determining the channels and effects of social influence. For example, Christakis and Fowler found that social networks transmit states and behaviors such as obesity, [30] smoking, [31] [32] drinking [33] and happiness. [34]

However, important flaws have been identified in the contagion model for social influence which is assumed and used in many of the above studies. [35] [36] [37] In order to address these flaws, causal inference methods have been proposed instead, to systematically disentangle social influence from other possible confounding causes when using observational data. [38] [39]

Global approach to the phenomenon of influence

Provisional introduction

As described above, theoretical approaches are in the form of knowledge clusters. A global theory of influence is missing for an easy understanding and an education to protect from manipulators. A first tentative was published in 2012. [40] The first pages of Influence & Systems explain why a global approach is necessary.

See also

Related Research Articles

<span class="mw-page-title-main">Milgram experiment</span> Series of social psychology experiments

Beginning on August 7, 1961, a series of social psychology experiments were conducted by Yale University psychologist Stanley Milgram, who intended to measure the willingness of study participants to obey an authority figure who instructed them to perform acts conflicting with their personal conscience. Participants were led to believe that they were assisting an unrelated experiment, in which they had to administer electric shocks to a "learner". These fake electric shocks gradually increased to levels that would have been fatal had they been real.

<span class="mw-page-title-main">Persuasion</span> Umbrella term of influence and mode of communication

Persuasion or persuasion arts is an umbrella term for influence. Persuasion can influence a person's beliefs, attitudes, intentions, motivations, or behaviours.

Social psychology is the scientific study of how thoughts, feelings, and behaviors are influenced by the actual, imagined, or implied presence of others. Social psychologists typically explain human behavior as a result of the relationship between mental states and social situations, studying the social conditions under which thoughts, feelings, and behaviors occur, and how these variables influence social interactions.

Obedience, in human behavior, is a form of "social influence in which a person yields to explicit instructions or orders from an authority figure". Obedience is generally distinguished from compliance, which some authors define as behavior influenced by peers while others use it as a more general term for positive responses to another individual's request, and from conformity, which is behavior intended to match that of the majority. Depending on context, obedience can be seen as moral, immoral, or amoral. For example, in psychological research, individuals are usually confronted with immoral demands designed to elicit an internal conflict. If individuals still choose to submit to the demand, they are acting obediently.

In psychology, the Asch conformity experiments or the Asch paradigm were a series of studies directed by Solomon Asch studying if and how individuals yielded to or defied a majority group and the effect of such influences on beliefs and opinions.

Social proof is a psychological and social phenomenon wherein people copy the actions of others in choosing how to behave in a given situation. The term was coined by Robert Cialdini in his 1984 book Influence: Science and Practice.

Herd mentality is the tendency for people’s behavior or beliefs to conform to those of the group they belong to. The concept of herd mentality has been studied and analyzed from different perspectives, including biology, psychology and sociology. This psychological phenomenon can have profound impacts on human behavior.

Deindividuation is a concept in social psychology that is generally thought of as the loss of self-awareness in groups, although this is a matter of contention. For the social psychologist, the level of analysis is the individual in the context of a social situation. As such, social psychologists emphasize the role of internal psychological processes. Other social scientists, such as sociologists, are more concerned with broad social, economic, political, and historical factors that influence events in a given society.

Attitudes are associated beliefs and behaviors towards some object. They are not stable, and because of the communication and behavior of other people, are subject to change by social influences, as well as by the individual's motivation to maintain cognitive consistency when cognitive dissonance occurs—when two attitudes or attitude and behavior conflict. Attitudes and attitude objects are functions of affective and cognitive components. It has been suggested that the inter-structural composition of an associative network can be altered by the activation of a single node. Thus, by activating an affective or emotional node, attitude change may be possible, though affective and cognitive components tend to be intertwined.

Normative social influence is a type of social influence that leads to conformity. It is defined in social psychology as "...the influence of other people that leads us to conform in order to be liked and accepted by them." The power of normative social influence stems from the human identity as a social being, with a need for companionship and association.

<span class="mw-page-title-main">Belongingness</span> Human emotional need

Belongingness is the human emotional need to be an accepted member of a group. Whether it is family, friends, co-workers, a religion, or something else, some people tend to have an 'inherent' desire to belong and be an important part of something greater than themselves. This implies a relationship that is greater than simple acquaintance or familiarity.

Compliance is a response—specifically, a submission—made in reaction to a request. The request may be explicit or implicit. The target may or may not recognize that they are being urged to act in a particular way.

Behavioral contagion is a form of social contagion involving the spread of behavior through a group. It refers to the propensity for a person to copy a certain behavior of others who are either in the vicinity, or whom they have been exposed to. The term was originally used by Gustave Le Bon in his 1895 work The Crowd: A Study of the Popular Mind to explain undesirable aspects of behavior of people in crowds. In the digital age, behavioral contagion is also concerned with the spread of online behavior and information. A variety of behavioral contagion mechanisms were incorporated in models of collective human behavior.

Conformity is the act of matching attitudes, beliefs, and behaviors to group norms, politics or being like-minded. Norms are implicit, specific rules, guidance shared by a group of individuals, that guide their interactions with others. People often choose to conform to society rather than to pursue personal desires – because it is often easier to follow the path others have made already, rather than forging a new one. Thus, conformity is sometimes a product of group communication. This tendency to conform occurs in small groups and/or in society as a whole and may result from subtle unconscious influences, or from direct and overt social pressure. Conformity can occur in the presence of others, or when an individual is alone. For example, people tend to follow social norms when eating or when watching television, even if alone.

Memory conformity, also known as social contagion of memory, is the phenomenon where memories or information reported by others influences an individual and is incorporated into the individual's memory. Memory conformity is a memory error due to both social influences and cognitive mechanisms. Social contamination of false memory can be exemplified in prominent situations involving social interactions, such as eyewitness testimony. Research on memory conformity has revealed that such suggestibility and errors with source monitoring has far reaching consequences, with important legal and social implications. It is one of many social influences on memory.

<span class="mw-page-title-main">Social contagion</span> Spontaneous spread of behavior or emotions among a group

Social contagion involves behaviour, emotions, or conditions spreading spontaneously through a group or network. The phenomenon has been discussed by social scientists since the late 19th century, although much work on the subject was based on unclear or even contradictory conceptions of what social contagion is, so exact definitions vary. Some scholars include the unplanned spread of ideas through a population as social contagion, though others prefer to class that as memetics. Generally social contagion is understood to be separate from the collective behaviour which results from a direct attempt to exert social influence.

<span class="mw-page-title-main">Social experiment</span> Psychological or sociological research

A social experiment is a method of psychological or sociological research that observes people's reactions to certain situations or events. The experiment depends on a particular social approach where the main source of information is the participants' point of view and knowledge. To carry out a social experiment, specialists usually split participants into two groups — active participants and respondents. Throughout the experiment, specialists monitor participants to identify the effects and differences resulting from the experiment. A conclusion is then created based on the results. Intentional communities are generally considered social experiments.

Anticonformity (counterconformity) refers to when an individual consciously and deliberately challenges the position or actions of the group. Anticonformity is not merely the absence of conformity. Anticonformity can be a response to certain context and social pressure or expectations. Anticonformity commonly takes place in a group environment where other individuals might differ in opinion. Individuals who display anticonformity behaviours are internally motivated to disrupt the balance of the group. Further, anticonformist individuals are motivated by rebelliousness and are not influenced by social forces or norms. Anticonformity has been labelled a dependent behaviour as its manifestation is dependent on the group's position in regard to an event or situation.

Moral blindness, also known as ethical blindness, is defined as a person's temporary inability to see the ethical aspect of a decision they are making. It is often caused by external factors due to which an individual is unable to see the immoral aspect of their behavior in that particular situation.

Authority bias is the tendency to attribute greater accuracy to the opinion of an authority figure and be more influenced by that opinion. An individual is more influenced by the opinion of this authority figure, believing their views to be more credible, and hence place greater emphasis on the authority figure's viewpoint and are more likely to obey them. This concept is considered one of the social cognitive biases or collective cognitive biases.

References

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  40. ↑ Frezal, B et J-C; Leininger-Frezal, C; Mathia, TG; Mory, B, Influence & Systems: Provisional Introduction to the Theory of Influence and Manipulation (PDF), translated by Leslie, Wendy (1st English ed.), archived (PDF) from the original on 2023-02-04, retrieved 2019-06-16
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