Importance of Social Influence Mechanisms in Social Psychology

Running head: PSYCHOLOGY
PSYCHOLOGY
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1PSYCHOLOGY
Introduction
Social influence is often defined as a change in an individual's attitude behavioural
pattern or perceptions because of certain real or imagined external pressure. Social influence
mechanism tends to appeal and individuals attitude or behaviour in an effort to shape the
individuals’ pre-existing response. According to Weaver and McNeill (2015) regardless of the
most efficient of intentions not all social influence mechanism are successful. Latkin and
Knowlton (2015) have outlined 6 mechanisms of influence identified by research in social
psychology domain which can be used in order to influence individuals options are behavioural
pattern such as reciprocity, social validation, scarcity, commitment and consistency authority and
liking. The following essay will evaluate the importance of these 6 mechanisms of social
influence in the field of social psychology.
Discussion
Commitment and consistency
Principle of commitment and consistency reveals that when individuals tend to make a
prior commitment they exhibit a propensity to behave in ways which are consistent with that
commitment. Commitment and consistency is an effective influence strategy as individuals show
a willingness to offer their judgements and needs from their previous behavioural patterns.
However Bapna et al. (2017) have noted that the extent to which individuals desire to show
consistency series by the individual. Specific influence strategy which depends on commitment
and consistency is Foot in the Door (fits). In the view of Bradford (2014), with this influence
technique the influence agent presents a small initial request which is followed by a larger
related request which is the target request. According to authors individuals who show a degree

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of compliance with the initial request frequently tend to comply more with the second target
which is the request in comparison to people who only received the target request. However at
this juncture, Bapna et al. (2017) have noted that the FITD is supposed to operate as people tend
to develop a desire to be committed and consistent with their internal thoughts and previous
behavioural patterns.
Liking
The influence mechanism of liking suggests that individuals are shaped by the influences
of likeable and attractive people. As per the opinion of Boutyline and Willer (2017) likeable
individuals’ are perceived as accurate sources of information primarily based on the liking
heuristic which implies that if an attractive individual says something it will have utmost
validation. As a result when an individual is likeable or shows identical attributes or is an
acquaintance or ally of the target or influence. At this juncture, the influence mechanism tends to
attempt on the target which has greater propensity to be successful (Hollebeek, Glynn & Brodie,
2014).
Andreassen (2015) has noted that the social role theory postulates that differences in the
behavioural patterns of men and women can be exemplified by the divergences in general role
expectations. These differences however arise as women are expected to be more sociable in
their interpersonal interactions and show higher propensity to focus on their choices and forming
established associations and connections. As a result, forming associations is considered to be an
essential part of successfully influencing women. On the other hand, research conducted by
Boutyline and Willer (2017) on the social influence mechanisms on internet has revealed that the
restricted social signals in social media tends to prevent women from establishing any form of