Posted on 14 August 2017
Social influence occurs when one’s emotions, opinions, or behaviors are affected by others. 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. Compliance is when people appear to agree with others, but actually keep their dissenting opinions private.