Social influence and its techniques

Social influence It occurs when a person'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. marketing. In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence.

Faced with a persuasive message, the recipient can:

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

For some authors like Allport, the social influence It is the central object of study of Social Psychology. Allport, defines the study of social influence: An attempt to understand and explain the way in which Thoughts, feelings and behaviors of individuals are influenced by the real, imagined or implicit from others. People intervene, sometimes as an influential agent, and sometimes as a target that receives the influence of other human beings. Influence is not always deliberate or explicit.

INTENTIONAL SOCIAL INFLUENCE OR PERSUASION

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 goal is to achieve a specific behavior (to have breakfast cooked for us); other times, it is intended to influence attitudes (announcement of nature). Attempts to influence can occur: In face-to-face processes. Through the media.

TYPOLOGIES IN THE STUDY OF INFLUENCE

DEPENDING ON THE OBJECTIVE influence agent: a) Get a specific behavior on the receiver. b) Get him to change his attitudes to produce, in the long run, a behavioral change. DEPENDING ON THE SCENARIO in which it takes place:

1. Direct or face-to-face interpersonal communication: The interaction is bidirectional and dialectical. The influencer and her target intervene at the same time. The target of influence participates by imposing its own position.
2. Direct communication directed to an audience: Unidirectional and little reciprocal interaction (rally). The target of influence can be expressed through reactions (applause, boos), but its influence on the influencer is less.
3. Mass communication: There is no direct contact between the communicator and the audience. The influence is one-way.

The target can only influence by accepting or rejecting the means of communication. Social psychology analyzes the psychological processes involved in interpersonal influence and the most effective influence tactics. It helps to better understand why people behave in certain ways, to defend against manipulation and to gain experts in influencing techniques.

People, we use tactics when we want to influence.

ROBERT CIALDINI systematized all observed influencing techniques in relation to a series of psychological principles. Psychological principles are understood as basic and fundamental characteristics of the human being of the that many social behaviors are derived, or that they serve as a guide to act in situations of interaction different. 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 underlying psychological principle, into 6 PRINCIPLES OF INFLUENCE: Reciprocity principle: "You have to treat others as they treat us." It is easier to convince those people who have previously been given a gift or a favor to second our purposes.

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

Principle of sympathy: Tendency to do what people we like or love want. The greater the attraction that a person arouses, the greater the possibility that he has to influence. The principle of authority: Obligation to obey the one who commands. Obedience, not only to legitimate authority, but also to symbols associated with authority. Consistency principle: Importance of being consistent with previous actions and with previously acquired commitments

. Common features of the above principles:

1. They are useful in most occasions.
2. They are rules of coexistence that are highly valued socially.
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 often used by conviction professionals to achieve their purposes.

The fact that they are used as heuristics means that they cause automatic responses. This type of response has the advantage of saving time and mental capacity, and the disadvantage that it increases 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 influence agent using them appropriately for the situation and the people who participate in the interaction. The joint use of more than one principle maximizes the possibilities of influence.

This article is merely informative, in Psychology-Online we do not have the 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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