Theory of Social Impact

Social influence theory states that individuals have surprising amounts of influence over each other. Social impact theory states that this social influence is stronger under the right circumstances.

Strength

People with more importance have greater influence than those with less importance. For instance, at work, a co-worker is less likely to get you to do something than your boss.

Immediacy

Those nearby you are more likely to influence you than those far away. An individual on the television screen is less likely to get you to do something than someone standing next to you.

Number

People succumb to peer pressure, and the greater the number of people in the group, the more powerful the peer pressure is.

Changing Ideas

People are more likely to listen to groups with authority. Thus, gaining more authority and getting a large group behind you is more likely to make you convincing.

Diminishing Returns

Though larger groups are more likely to influence than smaller groups, this effect becomes less and less as the group grows.

References

• Social Impact Theory