Common
Social influence
Alteration of attitudes and behaviors based on outside influences
Social influence
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. 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...
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