subject: An Expert Guide - How to Influence People With Social Influence Theory [print this page] An Expert Guide - How to Influence People With Social Influence Theory
A lot has been said on social influence theory and it's power to guide others on how to influence people. Social influence is used in many ways and can be seen inconformity,socialization,peer pressure,obedience,leadership,persuasion,sales, andmarketing. Before I continue further, let us look into the definition of the theory:
What's Social Influence Theory?
Social influenceoccurs when an individual's thoughts or actions are affected by other people intentionally or unintentionally as a result of the way the changed person perceives themselves in relationship to the influencer, other people and society in general.
Harvard psychologist,Herbert Kelmanexplains more with 3 identified broad varieties on this theory:
Compliance: A person looks like he agrees with the majority of the people within a group even though deep in his heart he's not
Identification: A person will be influenced by well respected or liked person such as celebrities or elder family members to follow his or her behaviors.
Internalization: A person will be easily influenced to agree with something both publicly and privately.
How To Influence People?
Pick an opinion leader (well respected and famous person) and associate him or her in your communication as this strategy is related to the "identification" factor.
Mention how many people have contributed in a program in your communication so that other people will be influenced to fit in a society.
Testimonials of past customers or people in similar situations sharing the benefits of using a particular product will add perceived value to the persuasion process. This will make the new buyers think "If others can solve their problems with this product, why can't I do the same?". The more testimonials you have, the greater will be the influence.
Some people want real life social proof to believe facts or statements, and videos arethe correct tool for persuading them. The higher the number of views for a relevantvideo, the more persuasive it will be at getting someone to view it.
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