Defining Social Influence

Social Influence – Obedience, Compliance and Conformity

In this course, Dr Ayoub Bouguettaya (University of Birmingham) explores social influence in its three primary forms: obedience, compliance, and conformity. In the first lecture, we think about what social influence is and the power it can have, even when the influencer themselves is not physically present. In the second lecture, we define and explain the afore mentioned three types of social influence. In the third lecture, we think about some early research into social influence, including Milgram’s studies on obedience and Asch’s studies on conformity. Next, we think about individual variables that can increase or decrease social influence. In the fifth lecture, we think about social situational factors which can impact social influence. In the sixth and final lecture, we think about some conclusions that can be drawn on social influence, including its sustained prevalence in modern society.

Defining Social Influence

In this lecture, we think about what social influence is, focusing in particular on: (i) its importance for rational thinking and updating your views, as well as its potential to come from improper sources; (ii) the power that social influence can have, even without inclusion of a power dynamic or even a physical presence of the influencer with the influenced.