Essay Social Influence

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Social influence occurs when one's emotions, opinions, or behaviors are affected by others.[1] Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. In 1958, Harvard psychologist, Herbert Kelman identified three broad varieties of social influence.[2] 1. Compliance is when people appear to agree with others, but actually keep their dissenting opinions private. 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
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[edit] Compliance
Main article: Compliance (psychology)
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 attitude- one can comply due to mere obedience, or by otherwise opting to withhold one’s 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).[2]
[edit] Identification
Main article: Identification (psychology)
Identification is the changing of attitudes or behaviors due to the influence of someone that is liked. Advertisements that rely upon celebrities to market their products are taking advantage of this phenomenon. The desired relationship that the identifier relates with the behavior or attitude change is the “reward”, according to Kelman.[2]
[edit] Internalization
Main article: Internalization
Internalization is the process of acceptance of a set of norms established by people or groups which 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

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