Social influence and its techniques

Social influence occurs when the emotions, opinions or behaviors of a person are affected by others. Social influence adopts many forms and can be seen in conformity, socialization, group pressure, obedience, leadership, persuasion, sales and marketing. In 1958, Harvard Herbert Kelman psychologist identified three wide varieties of social influence.

Social influence

Before a persuasive message, the receiver can:

1. Process the message rationally.
2. Get carried away by heuristic.

For some authors such as Allport, the social influence It is the central object of study of social psychology. Allport, defines the study of social influence: attempt to understand and explain how the thoughts, feelings and behaviors of individuals are influenced by the real, imagined or implicit presence of others. People intervene, sometimes as an influential agent, and sometimes as the target that receives the influence of other human beings. The influence is not always deliberate or explicit.

Intentional or persuasion social influence

Through the processes of influence and persuasion, our affections, beliefs, attitudes, intentions and behaviors are configured. The intention to influence is always aimed at achieving a change in the behavior of others, individuals or groups. Sometimes, the objective is to achieve concrete behavior (that prepare breakfast); Other times, it is intended to influence attitudes (announcement of nature). Intempts of influence can be given: in face -to -face processes. Through the media.

Typologies in the study of influence

Depending on the objective of the influence agent: a) Get concrete behavior In the receiver. b) Get your attitudes to change To produce, in the long run, a behavioral change. Depending on the stage in which it takes place:

1. Direct interpersonal communication or face to face: The interaction is bidirectional and dialectic. The influence agent and its target intervene at the same time. The target of influence participates imposing its own position.
2. Direct communication aimed at an audience: Unidirectional and little reciprocal interaction (rally). The target of influence can be expressed by reactions (applause, boos), but its influence on the influence agent is lower.
3. Mass communication: There is no direct contact between the communicator and the audience. The influence is unidirectional.

White can only influence accepting or rejecting the media. Social psychology analyzes the psychological processes involved in interpersonal influence and the most effective influence tactics. It contributes to the best known why people behave in a certain way, to defend themselves against manipulation and get experts in influence techniques.

Influence techniques

People, we use tactics when we want to influence.

Robert Cialdini systematized all the influence techniques observed in relation to a series of psychological principles. Psychological principles are understood as basic and fundamental characteristics of the human being from which many social behaviors are derived, or that guide to act in different interaction situations. Since they are useful in interaction processes, it is easy for them to work when trying to trigger a certain response.

These tactics can be grouped, according to the psychological principle that underlies 6 Principles of influence: Reciprocity principle: "You have to treat others as they treat us". It is easier to convince to support our purposes to those wings who have previously been given a gift or have a favor.

Scarcity principle: "What is more difficult to achieve is valued". Any opportunity seems more attractive to us the less affordable it is presented to us (due to its economic cost or for the effort it entails). Principle of social validation: Tendency to act as people around us do. In most cases, it is usually appropriate to do what people do similar to us.

Sympathy Principle: Tendency to do what people we like or the one we want. The greater the attraction a person awakens, the greater the possibility it has to influence. The principle of authority: Obligation to obey the one who sends. Obedience, not only to legitimate authority, but also to the symbols associated with authority. Coherence Principle: Importance of being congruent with the previous actions and with the previously acquired commitments

. Common characteristics of the previous principles:

1. They are useful in most cases.
2. They are highly valued socially valued norms.
3. They are learned from childhood.
4. They serve as a heuristic or cognitive shortcut to interpret and act quickly in a social situation.
5. They are usually used by conviction professionals to achieve their purposes.

The one used as heuristic means that they cause Automatic answers. This type of response has the advantage that they save time and mental capacity, and the disadvantage of increasing the possibility of error. Depending on the characteristics of the interaction, some principles work better than others.

The effectiveness of influence tactics depends on the fact that the influence agent is used appropriately to the situation, and the people who participate in the interaction. The joint use of more than a principle, maximizes the possibilities of influencing.

This article is merely informative, in psychology-online we have no power to make a diagnosis or recommend a treatment. We invite you to go to a psychologist to treat your particular case.

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