Question.
What do you understand by social influence? How social influence and Persuasion can bring out behavioral change? (UPPSC 2022)
Answer.
Social influence means how an individual or group affects other individuals or groups. Social influence not only affects the behavior and emotions of a person but also has its effect on various areas of society, such as education, health, politics, religion, art, commerce, etc.
Social influence affects individuals' moral decisions, perspectives, behavior, and function. Social influence can bring changes in the behavior of individuals through analogy, compliance, obedience, and persuasion.
The following methods bring changes in social impact and persuading behavior-
Analogy; When there is a person or group successful in society, the other person or group tries to become conforming to it and changes his own behavior.
Obedience; Obedience is a way to change behavior in which individuals obey the orders of elders or authorities.
compliance; Compliance is the way of changing behavior in which a person avoids social rejection by following the traditions of society.
Persuasion; Persuasion is a form of social influence that means to convince people to adopt a special approach, trust, or behavior. Persuasion can be done in many ways such as by presenting social evidence, advertising, publicity, or mutual communication. The person is an effective tool to replace existing behaviors by encouraging the person.
In conclusion, the basic purpose of social influence is to spread a mental, social, or cultural change mostly among the people of the society that ultimately helps in the development and improvement of the society. We can say that social influence and persuasion are effective tools to bring behavior changes, but it is important to use them responsibly and morally to avoid the negative effects of behavioral changes.
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