Social influence

and
Attitude

Submitted to:
Ma`am Nausheen
Submitted by:
Hafiza Hajra Shafique
Roll no.35

BBA Evening (2nd semester)

Session 2018-22
IMS BZU MULTAN
Social influence:
Social influence is the change in behavior that one person causes
in another, intentionally or unintentionally, as a result of the way the changed person perceives
themselves in relationship to the influencer, other people and society in general.

Three areas of social influence are conformity, compliance and obedience.

Conformity:
It is changing how you behave to be more like others. This plays
to belonging and esteem needs as we seek the approval and friendship of others. Conformity
can run very deep, as we will even change our beliefs and values to be like those of our peers
and admired superiors.

Compliance:
Compliance is where a person does something that they are asked to do by
another. They may choose to comply or not to comply, although the thoughts of social reward
and punishment may lead them to compliance when they really do not want to comply.

Obedience:
It is different from compliance in that it is obeying an order from someone
that you accept as an authority figure. In compliance, you have some choice. In obedience, you
believe that you do not have a choice. Many military officers and commercial managers are
interested only in obedience.

Social influence is described as the change in person’s behavior , thoughts, feelings and
attitudes that results from interaction with another individual in society. It can be intentionally
or unintentionally, as a result of the way the changed person perceives themselves in
relationship to the influencer. It is different from conformity, power and authority. Many
psychologists affirmed that social influence is the process by which individuals make real
changes to their outlooks and behaviours as a result of communication with others who are
perceived to be similar, desirable, or expert. People adjust their views with respect to others to
whom they feel similar in accordance with psychological principles such as balance. Persons are
also influenced by the majority: when a large portion of an individual’s referent social group
holds a particular attitude, it is possible that the individual will adopt it as well. Additionally,
individuals may change a belief under the influence of another who is perceived to be an expert
in the matter at hand.
Attitude:
In psychology, an attitude refers to a set of emotions, beliefs, and behaviors
toward a particular object, person, thing, or event. Attitudes are often the result of experience or
upbringing, and they can have a powerful influence over behavior. While attitudes are enduring,
they can also change.

An attitude is an evaluation of the feelings an individual has towards

something. They convey what we think and how we feel about an object, ‘target’ or referent.
These referents may be specific and tangible or abstract and intangible. When the object of the
attitude is important to the person, the evaluation of the object produces an affective, or
emotional reaction.

Psychologists define attitudes as a learned tendency to evaluate things in a

certain way. This can include evaluations of people, issues, objects, or events. Such evaluations
are often positive or negative, but they can also be uncertain at times. For example, you might
have mixed feelings about a particular person or issue.

Components of attitude:
 Cognitive Component: your thoughts and beliefs about the subject.
 Affective Component: how the object, person, issue, or event makes you feel.
 Behavioral Component: how the attitude influences your behavior.

Attitude formation:
There are a number of factors that can influence how and why attitudes
form. Some of them are given below:

 Experience
 Social Factors
 Learning

Reference:
The Psychology of Attitude Change and Social Influence by Philip G.
Zimbardo, Michael R. Leippe.