Understanding Social Influence

About the lecture

In this lecture, we think about what social influence is, focusing in particular on: (i) a scenario wherein you as a viewer are given an instruction to complete an action; (ii) a discussion around whether the title, association or appearance of the individual giving that instruction impacts the likelihood that you will obey it; (iii) defining social influence and then obedience as a form of social influence; (iv) the importance of understanding social influence in numerous industries, as well as in society; (v) recognising that authority is granted, not taken; (vi) conformity and compliance as two other forms of social influence; (vii) Latané’s publication of social impact theory in 1981; (viii) the three-part breakdown of social impact theory into strength of the influencer, number of sources, and immediacy; (ix) recognising the tendency for some individuals to obey more easily/freely than others.

About the lecturer

Dr Ayoub Bouguettaya is a lecturer in the School of Psychology at the University of Birmingham. Dr Bouguettaya’s research interests are in social psychology and how knowledge from that field can be applied to others, particularly health, including how we can apply social identity theory to societal problems, as well as investigating the different perspectives one might take on those issues. Some of Dr Bouguettaya’s recent publications include 'The relationship between gambling advertising and gambling attitudes, intentions and behaviours: a critical and meta-analytic review' (2020) and 'The Effect of a Food Addiction Explanation Model for Weight Control and Obesity on Weight Stigma' (2020).