Published on 06 Nov 2025
Social influence refers to the process through which individuals, groups or institutions exert an impact on the thoughts, feelings, beliefs, attitudes, behaviours and decisions of others. Social influence can occur both intentionally and unintentionally.
Types of Social Influence
Conformity: The tendency to adjust one’s thoughts, behaviours or attitudes to match the norms or expectations of a group.
Example: Audience members at a speech applauding when others do, even if they do not personally find the content impressive.
Compliance: The act of agreeing or going along with a request or suggestion from another person, even if one’s personal beliefs or desires might differ.
Example: Salespeople emphasizing that “everyone is buying this” can influence customers to comply with a purchase.
Obedience: Following the orders or commands of an authority figure, often in a hierarchical setting.
Example: Soldiers following orders from their commanding officers without question.
Informational influence: When individuals use others’ opinions or knowledge to make their own decisions, especially when they are unsure.
Example: Media outlets influencing public opinion by presenting information and stories in a certain way.
Normative influence: The influence that stems from the desire to be liked, accepted or approved of by others.
Example: Adherence to a specific dress code at a formal event to conform to social norms and fit in with the expected attire.
Ethics, Integrity and Aptitude
Social Influence
attitude
Types of Social Influence
Conformity
Compliance
Obedience
Informational influence
Normative influence
General Studies Paper 4
Attitude and Emotional Intelligence
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