The focus of social influence outlines the ways people change their behavior, attitude or belief because of the actions of others, or their presence around them. It involves processes like conformity, compliance, and obedience. For instance, someone of younger age may dress in a certain way in order to ‘fit in’ with a particular group of people (conformity), say ‘yes’ to a minor request a friend has (compliance), or do what is told by a supervisor in a classroom (obedience). Standard works, for example, Asch’s and Milgram’s, shed light on the way people behave under the influence of their surroundings and their social standing, and emphasize conformity to social pressure, or obedience to authority (in the case of Milgram). Social functions create unity and order, but in today’s society, acceptance and social pressure can have a very negative influence. Social research nowadays studies group thinking and the tendency to passive acceptance of ideas, but also the helpful influence of social behavior in lifting societal standards. Social influence is a vital aspect of daily behavior and aids in understanding and developing control measures in education, marketing, and even public behavior.
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