Mechanisms of Social Influence

This essay explores the three main mechanisms of social influence: reciprocation, scarcity, and social validation. It discusses how these mechanisms affect human behavior and decision-making in various social situations. The essay also examines the use of these mechanisms in marketing and advertising.

Running head: MECHANISMS OF SOCIAL INFLUENCE
Mechanisms of Social Influence
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Mechanisms of Social Influence
Social influence is a change in one's behaviour, brought about by another person
(Tedeschi, 2017). It can either be intentional or unintentional. It involves a change in another
person’s behaviour, opinion or emotion, the main motivation being what other people do or
feel. Humans are social beings due to the mutual relationships that exist among individuals
and the aspect of coexisting in social groups. In social influence, a person’s knowledge on the
change or that another person’s actions were intended is not a significant determinant of
social influence. There are three areas of social influence which include conformity,
compliance, and obedience.
Conformity means a change in how an individual behaves so that he/she can be more
like other people. Affected individuals seek approval from others and can even change their
beliefs and values in order to have similarities with the people they admire. For example, if
the person notices that students in the university or a particular student, he/she will conform
by dressing that way as well. Compliance is when an individual does something or acts after
he/she is asked to do it. Thoughts and imaginations of punishment or reward may influence
the individual to comply even when he does not want to (Dovidio, Piliavin, Schroeder and
Penner, 2017). For example, when the person is asked to dress in a particular manner, he/she
will comply by doing it. Obedience means following orders from someone regarded as
having higher authority. It is different from conformity in that in obedience, the person
believes that he does not have a choice while in conformity, he/she has a choice. For
example, when the person is told to dress in a particular manner, he/she obeys by doing it.
This essay will look at the major social influence mechanisms, identified in research
in social psychology. They include reciprocation, scarcity, and social validation.

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Reciprocation
As stated earlier, human beings are social creatures and they tend to reciprocate in
social interactions. For example, we tend to respond to respect with respect, rudeness with
rudeness and a smile with a smile. According to social psychology, reciprocity is a social
practice that involves responding to positive actions with positivity (Simpson, Farrell, Oriña
and Rothman, 2015). The reciprocity principle states that human beings pay back what they
receive from others. For example, if Maxwell does an honourable act as a favour, you are
most likely going to give it back. Reciprocity can be used in a variety of situations such as in
businesses, for advertising and marketing. for instance, giving customers free samples may
encourage them to buy the product that corresponds to the free sample. Charity organisations
also use the norm of reciprocity when requesting for donations. For example, they send
fundraising requests to donors along with a free gift hamper such as phone holders or wall
pictures. As a way of returning the generous act, donors feel compelled to give donations.
Reciprocity makes it possible to maintain and build healthy and long relationships.
The norm of reciprocity can influence an individual’s behaviour when they perceive a moral
urge or obligation to return a favour. There exist internal and social reciprocities. Internal
reciprocity can be demonstrated by an instance where one is compelled to pay off a debt not
because they are expected to pay it, but because they are compelled to reward a particular
behaviour. Social reciprocity can be demonstrated by an instance where one is compelled to
reward positive and helpful gestures done in a social set-up. Comprehension of the norm of
reciprocity is helpful in a wide range of situations, particularly when persuading people to
comply with a request (Thibaut, 2017).

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Scarcity
The scarcity principle states that when objects are limited, for example when there are
only a few of them, they become more attractive. Perceived scarcity can either be in a
person's imaginations or in the realm. People tend to attach more value that which is scarce
(Forgas and Williams, 2016). This idea has been in place since historical times. Historically,
this perception made a lot of sense since items such as food were truly scarce. Most items
have always been scarce in the ancient and prehistoric times. It is worth noting that, things
may be truly scarce in contemporary society too. This scarcity is however felt by the poor.
For the majority of people, it is not true scarcity. Rather, it is a perceived one. The perception
of people attaching more value to scarce items is a great way through which social influence
occurs (Sherif, 2015). The aspect of scarcity is particularly used by advertisers and other
product promoters to attract more customers for their products.
Online auction is a great example of how scarcity brings about social influence.
Online advertisers may use some techniques such as giving a limited offer on their products.
This aspect of being limited creates the perception of scarcity in the mind of a potential buyer
who comes across the online advert (Burr, 2018). Due to the scarcity aspect, there is a high
likelihood for people to attach great value to the product. People may also feel that there is
great competition for the product that has a limited offer. What ensues is increased purchases.
There exists evidence to show that the aspect of mechanisms makes even people who were
not ready to buy a product go ahead and buy it (Hewstone, Stroebe, Jonas, 2016). The
combination of the aspects of perceived scarcity and competition increases the desire of
wanting a product from just strong to extremely intense. This strategy helps the business
make numerous sales in the disguise of a limited offer. Since the main aim of most businesses
is to maximize profits, then the aspect of conceived scarcity is a great way to increase sales.

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The aspect of scarcity may be used manipulatively. For instance, one may end up
buying items that they do not require. There are several ways in which an individual can
identify the manipulative aspects of scarcity. The main way to become aware of the false
perception of scarcity is through understanding that it brings about intense emotional arousal
and increased heart rate (Harkins, Williams and Burger, 2017). The best approach is to wait
until one has calmed down and then decide whether the aspect of scarcity is of any
importance. For instance, if it is an online advert that has affected one’s emotions, one may
ask themselves whether they really need the product. When this decision is made when one is
calm and relaxed, there are higher chances that the best decision will be made.
Social Validation
This mechanism of social influence is mainly used when a person is in a new or
unfamiliar social environment (Fiske, 2018). According to the principle of social validation,
when a person is unsure of how to act is a particular situation, they are likely to observe
others and act as they do (McDougall, 2015). The aspect of doing like others when one is
unsure of how to behave means that a person determines the correctness or appropriateness of
an action depending on the actions of others. This mechanism may be very helpful in some
situations. Most people use it or will use it at some point in their lives. It helps one to know
how to behave in new social environments. Failure to use this mechanism in new social
environments may lead to embarrassments or social faux.
Although the mechanism of social validation may be important in some situations, it
may fail in some others (Gross and McIlveen, 2016). An example would be a person having a
heart attack in a public place. It is possible for one to think that a public place is definitely
one of the best places that one can have a heart attack. The reason for this is that there are so
many people so the person affected will definitely receive support. It may happen that every

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person will expect one of them to lead in the right action. The bystanders might end up
looking at the affected person while doing nothing about the situation.
Marketers also make use of this mechanism to influence people. For instance, they
might get some people to appear ordinary for the purpose of testimonials. This gives the
public the thought that a person who is ordinary and average just like they are capable to do/
achieve something. Whereas some of the testimonials may be true, most are stage-managed
with the aim of attracting customers.
Conclusion
Social influence refers to the change of behaviour that comes about as a result of
another person. The three main mechanisms of social influence are reciprocation, scarcity,
and social validation. Reciprocation refers to a situation where a person feels the need to pay
back a favour. Scarcity, on the other hand, is a mechanism where people tend to attach more
value to that with is little in number or amount. This mechanism is greatly used by marketers
to increase sales. This may be done through a method such as giving a limited offer. The third
mechanism is social validation. This refers to a situation where an individual depends on the
action of others to decide the right thing to do. This mechanism is commonly used by a
person in a new social environment.

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References
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