Social influence is an important concept within social psychology, which has been studied for more than a century. It refers to how individuals are influenced by the presence of others, and can take the form of conformity, compliance, or obedience. This article will discuss the different types of social influence, their associated theories, and the effects they have on individuals and society.
Conformity is the most commonly studied type of social influence. It occurs when an individual changes their behavior or beliefs in order to fit in with a group or majority. Although it has its roots in the classic work of Solomon Asch (1951), modern theories of conformity take into account the influence of gender, age, culture, group size, and power dynamics on a person’s willingness to conform (Judd & Park, 1993; Turner, 1991). Conformity can be beneficial in some cases, as it allows for the efficient transmission of information and helps groups to function. However, it can also lead to groupthink and the suppression of individual thought and creativity (Janis, 1982).
Compliance is another form of social influence in which an individual alters their behavior to please another, often in response to a request. The foot-in-the-door technique (Freedman & Fraser, 1966) is a classic example of compliance, as it involves making a small request first that is likely to be accepted, followed by a larger request. Modern theories of compliance acknowledge the influence of social norms and the power of the requester (Cialdini & Trost, 1998). Compliance is beneficial in certain contexts, such as when it is used to promote public safety or encourage positive behavior. However, it can also be used to manipulate individuals for personal gain.
Obedience is a form of social influence in which an individual follows an order or instruction given by a person in authority. Stanley Milgram’s (1963) famous experiment is an example of obedience, as it demonstrated how people are willing to obey orders even when they go against their own moral convictions. Modern theories of obedience focus on the role of social roles and the power of authority figures (Blass, 2004). Obedience can be beneficial when used to maintain social order, but it can also lead to unethical and dangerous behavior if people are not held accountable for their actions.
In conclusion, social influence is an important concept in social psychology that has been extensively studied for over a century. It can take the form of conformity, compliance, or obedience, and has both positive and negative effects on individuals and society. It is important to understand the different types of social influence and how they can be used to promote positive behavior and discourage negative behavior.
References
Blass, T. (2004). The Milgram paradigm after 35 years: Some things we now know about obedience to authority. The Journal of Applied Behavioral Science, 40(1), 37-53.
Cialdini, R. B., & Trost, M. R. (1998). Social influence: Social norms, conformity, and compliance. The Handbook of Social Psychology, 2, 151-192.
Freedman, J. L., & Fraser, S. C. (1966). Compliance without pressure: The foot-in-the-door technique. Journal of Personality and Social Psychology, 4(2), 195-202.
Janis, I. L. (1982). Groupthink: Psychological studies of policy decisions and fiascoes. New York, NY: Houghton Mifflin.
Judd, C. M., & Park, B. (1993). Definition and assessment of accuracy in social stereotypes. Psychological Review, 100(4), 109-128.
Milgram, S. (1963). Behavioral study of obedience. Journal of Abnormal and Social Psychology, 67(4), 371-378.
Turner, J. C. (1991). Social influence. Buckingham, UK: Open University Press.