What is Social Influence in Psychology: Theory, Types and Examples

The social influence in psychology is the change in thoughts or behaviors of a person due to interaction with others. It is divided into conformity, obedience and persuasion. It is a fundamental phenomenon of psychology and affects our daily life in ways that could surprise us. From deciding what clothes to use to change our opinions on a topic, social influence is present in all areas, often without being fully aware of it.

Social influence is a psychological concept that explains how individuals’ thoughts, behaviors, and emotions are shaped by the presence, actions, or expectations of others. It plays a crucial role in social interactions, affecting everything from opinions and decision-making to cultural norms and societal changes.

This phenomenon is studied extensively in social psychology and includes various theories and types of influence, such as conformity, compliance, and obedience. In this article, we will explore the theories behind social influence, its different types, and real-world examples of how it affects human behavior.

What is social influence

Social influence refers to the process through which the thoughts or actions of an individual change due to influence of others. In other words, the changes of a person are the result of the interaction of other individuals or groups. This phenomenon is a central component in human interactions and can happen both consciously and unconsciously.

Theories of Social Influence

Several psychological theories explain how and why social influence occurs:

1. Social Learning Theory (Albert Bandura, 1977)

Bandura’s Social Learning Theory suggests that people learn behaviors by observing and imitating others, particularly role models. This is evident in childhood development, advertising, and social media trends.

2. Normative Social Influence (Deutsch & Gerard, 1955)

This theory states that people conform to societal norms because they want to be liked and accepted by others. It explains why people follow trends, dress similarly, or adopt group opinions even when they don’t fully agree.

3. Informational Social Influence (Sherif, 1935)

Informational social influence occurs when individuals look to others for guidance in ambiguous situations. People assume that others possess more knowledge about the correct behavior or decision, leading them to conform.

4. Social Impact Theory (Latané, 1981)

This theory explains that the level of social influence depends on three factors:

• Strength (importance of the influencing group)
• Immediacy (closeness in time and space)
• Number (the number of people applying the influence)

This helps explain why larger, closer, and more authoritative groups have a stronger impact on individual behavior.

5. Cognitive Dissonance Theory (Leon Festinger, 1957)

Cognitive dissonance occurs when a person holds conflicting beliefs or behaviors, creating psychological discomfort. To reduce this discomfort, individuals often change their attitudes or actions, making them more susceptible to social influence.

Types of Social Influence

Social influence manifests in different ways, each affecting behavior and decision-making in unique ways:

1. Conformity

Conformity occurs when individuals adjust their behavior or beliefs to match those of a group. It can be influenced by peer pressure, cultural expectations, or perceived authority.

Examples of Conformity:

• Dressing according to fashion trends.
• Laughing at a joke because everyone else is laughing.
• Agreeing with a group opinion even if you initially disagreed.

2. Compliance

Compliance happens when an individual changes their behavior due to a direct request, without necessarily agreeing with it internally. It is often influenced by persuasion, incentives, or fear of consequences.

Examples of Compliance:

• Donating money to a charity because someone asked you to.
• Agreeing to work overtime because your boss requested it.
• Signing a petition for a cause you’re not passionate about.

3. Obedience

Obedience is a direct response to authority where individuals follow instructions or orders, even if they conflict with personal beliefs. This is often linked to hierarchical structures like military, workplace, or government systems.

Examples of Obedience:

• Following orders from a superior in the military.
• Obeying traffic laws enforced by the government.
• Complying with a teacher’s instructions in school.

4. Social Norms Influence

Social norms are unwritten rules that dictate how people should behave in specific contexts. People conform to these norms to be accepted and avoid social rejection.

Examples of Social Norms Influence:

• Standing in line at a store instead of pushing forward.
• Lowering your voice in a library.
• Saying “please” and “thank you” as expected in polite society.

5. Minority Influence

While most social influence comes from the majority, small groups or individuals can also shape opinions and societal changes through persistence and consistency.

Examples of Minority Influence:

• The civil rights movement, led by a minority that challenged existing norms.
• Greta Thunberg’s climate activism, which started as an individual protest and gained global attention.
• Feminist and LGBTQ+ movements, which began as minority perspectives but have reshaped laws and policies worldwide.

6. Persuasion

Persuasion is the process of convincing someone to change their attitude, belief, or behavior through argument, reasoning, or emotional appeal. It is commonly used in advertising, politics, and personal interactions.

Examples of Persuasion:

• A commercial convincing you to buy a product.
• A politician persuading voters with speeches and promises.
• A friend convincing you to try a new restaurant.

What factors influence social influence

The magnitude and impact of social influence can vary depending on several factors:

• Group size: A larger group can exert greater social pressure.
• Unanimity: The influence is stronger when the group agrees.
• Group cohesion: The more united a group, the greater its influence on its members.
• Commitment level: People who are more emotionally or intellectually involved are more prone to influence.
• Authority: The presence of an authority figure increases obedience.
• Culture: Collectivist societies usually have higher levels in compliance than individualists.
• Personality: Some personality features, such as the need for approval, may increase susceptibility to social influence.
• Experience: The perception that someone is an expert in a subject can increase their influence.

Examples of social influence in everyday life

Social influence is everywhere, often subtle. Here are some examples:

• Fashion and trends: Adopt a clothing style because it is popular in your group of friends.
• Social networks: Change your opinion on a topic after reading popular comments or publications.
• Advertising: Buy a product due to a persuasive campaign that uses influential figures to capture your attention.
• Behavior at work: Adjust your attitude to align with work culture.
• Political elections: Be persuaded by speeches or campaigns that appeal to your emotions.

How to protect or use social influence in a positive way

Although social influence can be powerful, it is possible to learn to manage and use it in a beneficial way:

• Question compliance: Before following the crowd, reflect on whether that action really aligns with your values.
• Educate you: Learn about the mechanisms of social influence, this will help you recognize how to act in different contexts.
• Choose positive models: Seek to surround yourself with people who inspire you and foster healthy behaviors.
• Promote critical thinking: In group contexts, it encourages the debate and diversity of opinions.
• Practice assertiveness: Learn to express your opinions and desires clearly, even in situations of social pressure. To do this, we recommend you read this article about what assertiveness and examples is.
• Strengthen self -esteem: A solid self -esteem can help you resist the pressure of others.

Real-World Examples of Social Influence

1. Advertising and Consumer Behavior

Marketing campaigns use persuasion, conformity, and compliance to influence purchasing decisions. For example, brands use celebrity endorsements to encourage consumers to buy products based on social influence.

2. Social Media Trends

Platforms like Instagram, TikTok, and Twitter amplify social influence through likes, shares, and trends. People often conform to online behaviors, such as participating in viral challenges or adopting new slang.

3. Workplace Dynamics

In professional settings, obedience and compliance are essential for maintaining productivity and hierarchy. Employees follow company policies and workplace norms to avoid consequences or gain approval.

4. Political and Social Movements

Movements such as Black Lives Matter, environmental activism, and women’s rights demonstrate the power of minority influence in challenging and reshaping societal norms.

5. Peer Pressure Among Teenagers

Teenagers often conform to peer expectations, whether it’s trying new fashion styles, engaging in risky behavior, or adopting certain political views. This is a strong example of normative social influence.

Social influence is a powerful force that shapes our everyday lives. While it can lead to positive behaviors and social progress, it can also result in harmful conformity or obedience. Understanding its mechanisms helps individuals make more informed and autonomous decisions.

FAQs About Social Influence in Psychology

What is social influence in psychology?

Social influence refers to the ways in which individuals’ thoughts, behaviors, and emotions are shaped by the presence or actions of others. It includes conformity, compliance, obedience, and persuasion.

What are the main types of social influence?

The main types of social influence include conformity, compliance, obedience, social norms influence, minority influence, and persuasion. Each affects behavior differently based on context and authority.

How does social influence affect decision-making?

Social influence affects decision-making by shaping opinions, preferences, and behaviors based on peer pressure, authority figures, cultural norms, and social expectations.

What is the difference between conformity and obedience?

• Conformity is adjusting behavior to fit in with a group, often voluntarily.
• Obedience is following direct orders from an authority figure, often regardless of personal beliefs.

Can social influence be positive?

Yes! Positive social influence includes encouraging healthy habits, promoting education, and supporting social change movements that benefit individuals and society.

How does social media impact social influence?

Social media amplifies social influence by exposing users to peer behaviors, popular opinions, and viral trends, which can shape their decisions and self-perception.

What are some strategies to resist negative social influence?

To resist negative social influence, individuals can:

• Develop critical thinking skills.
• Build self-confidence and assertiveness.
• Surround themselves with supportive and independent thinkers.
• Be aware of manipulation techniques used in advertising and persuasion.

References

• Arias, WL and Osorio, JF (2014). Experimental study of conformism in unstructured situations in university students. Psychology Magazine (PUCP), 32(1), 105-129. Retrieved from http://www.scielo.org.pe/scielo.php?script=sci_arttext&pid=S0254-92472014000100005
• Moscovici, S., Mugny, G., & Pérez, Ja (eds.). (1991). Unconscious social influence: Studies of Experimental Social Psychology (Vol. 14). Editorial Anthropos.