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Robert B. Cialdini & Chad Mortensen

In: 21st Century Psychology: A Reference Handbook

Chapter 65: Social Influence

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Social Influence
Social influence

A fundamental requirement for successful navigation of the social world is the ability to generate behavioral change in others and to properly adjust one's own behaviors in response to others. It is through the process of social influence that this successful navigation is fully achieved. Attempts at influence vary greatly in effectiveness, working successfully, unsuccessfully, or even contrary to our goals. As such, it is important to understand the social influence process to move others successfully and to resist undue influence directed toward us. To this end, a large body of work exists within the social sciences aimed toward a better understanding of when and why social influence is effective.

In this chapter, we will explore the influence process primarily from the perspective ...

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