Social Influence
What is Social Influence?
Social influence describes how our interactions with others shape our thoughts, interests, and behaviors. It encompasses our responses to the social world—like following social norms, obeying authority figures, and conforming to others' expectations. Social influence can be implicit, such as aligning with a group or role expectations, or explicit, like obeying direct requests from those in higher positions.
The Basic Idea
Free samples always brighten up a dreaded trip to the grocery store, especially in the middle of a long day filled with errands. Free cheese? Don't mind if I do! As you move on to the next aisle, your mind stays on the eye contact you made with the sweetest employee who handed you a cube of cheese with hopeful eyes and a warm smile. Even though it was stale after sitting out all day, reminiscent of Gouda (your least favorite cheese), and a whole block is severely overpriced, you find yourself circling back to spend $16 on a wedge of cheese you never intended to buy. Why? Because our brains tell us that a simple “thanks” isn't enough. Small gestures (or someone just doing their job) can sometimes make us feel obligated to reciprocate. As social beings, we follow unwritten rules that help maintain order, guide interactions, and create a sense of predictability.
Social influence subconsciously taps into almost every aspect of how we navigate the world. Practically every decision we make involves social influence, whether it’s based on how we think people will perceive us, following a suggestion, or imitating others to move through society smoothly. Our need to belong and connect with a group often leads us to act against our best interests to feel accepted. This raises a debate as old as time itself: Does free will actually exist? Or are all decisions we make predetermined by prior experiences and social influence?
Don't worry—many scientists and philosophers believe that we do have free will.1 It’s just that our freedom to choose is coupled with specific responsibilities that come with participating in society. For example, deciding to change your career path based on your passions rather than external pressure or societal expectations is an act of free will and not a result of social influence.
The three main types of social influence widely recognized in psychology are:
- Conformity occurs when we are driven by peer pressure and the desire to fit in. This taps into subtypes of normative influence and informational influence.
- Compliance is when we change our behavior in response to a direct request, even if we don't agree, usually (but not always) to avoid conflict.
- Obedience is when we decide to follow orders from someone of a higher status.
Understanding social influence is crucial as most of us are unaware of when it's happening, making it so powerful. When combined with the fundamental elements of human nature, social influence is the driving force behind many of our decisions and actions—like our inherently social behavior, motivation for success, variety of emotions, and desire to maintain a consistent self-concept. It seeps into all facets of our lives, from the workplace to pop culture, health and education, political beliefs, relationships, and consumer behavior. It doesn't just guide what we do—it often dictates why we do it without us even realizing it.
It's not about doing what's right, it's about doing what's cool.
— Ferris Bueller's Day Off (1986)2
About the Author
Lauren Strano
Lauren is a Summer Content Intern at The Decision Lab and a full-time undergraduate student at McGill University, where she studies Psychology, Communications, and Behavioral Science. She is particularly interested in human motivation and performance psychology, with a focus on how cognitive biases and environmental factors influence goal pursuit and behavioral outcomes.
