1. Defining Social Influence

About this Lecture

Lecture

In this first module, we think about what social influence is, focusing in particular on: (i) its importance for rational thinking and updating your views, as well as its potential to come from improper sources; (ii) the power that social influence can have, even without inclusion of a power dynamic or even a physical presence of the influencer with the influenced.

Course

This course, by Dr Ayoub Bouguettaya (University of Birmingham), explores social influence in its three primary forms: obedience, compliance, and conformity. In the first module, we think about what social influence is and the power it can have, even when the influencer themselves is not physically present. In the second module, we define and explain the afore mentioned three types of social influence. In the third module, we think about some early research into social influence, including Milgram’s studies on obedience and Asch’s studies on conformity. Next, we think about individual variables that can increase or decrease social influence. In the fifth module, we think about social situational factors which can impact social influence. In the sixth and final module, we think about some conclusions that can be drawn on social influence, including its sustained prevalence in modern society.

Lecturer

Dr Ayoub Bouguettaya is a lecturer in the School of Psychology at the University of Birmingham. His research centres around social psychology and how knowledge from that field can be applied to others, particularly health. Dr Bouguettaya is interested in how we can apply social identity theory to societal problems, as well as investigating the different perspectives one might taken on those issues. His recent publications have spanned a breadth of topics including social identification, eating behaviours, conspiracy theories, and behavioural economics.