SOCIAL INFLUENCE AND THEORIES. ALINA BINT-E-TAHIR SARAH SOHAIL SALMAN RIZVI TAUQEER RAZA. SOCIAL INFLUENCE. When we change what we believe, or how we behave, after observing the attitudes or actions of others, we are making this change because of social influence.
It is a process of changing our attitudes, values and behaviours in response to the attitudes and behaviours of others
Complete agreement by everyone
Compliance refers to the act of responding favorably to an explicit or implicit request offered by others
Obedience is the response to the social influence exerted by a single person typically someone with higher status, such as an authority on others.
Behavioral Intention(BI) = Attitude(A) + Subjective Norms(SN)
BI = A(w1) + SN(w2)