社会影响是指一个人的情绪、观点或行为有意或无意地受到他人的影响。社会影响有多种形式，可以从从众、社会化、同辈压力、服从、领导、说服、销售和市场营销中看到。1958年，哈佛大学心理学家赫伯特·凯尔曼发现了三种广泛的社会影响顺从是指人们表面上同意别人的观点，但实际上不公开自己的不同意见。身份认同是指人们受到喜欢和尊重的人的影响，比如名人。内部化是指人们接受一种信仰或行为，并在公开场合和私下里达成一致。Morton Deutsch和Harold Gerard描述了两种导致人类遵从他人期望的心理需求。这些包括我们需要正确(信息社会影响)和我们需要被喜欢(规范的社会影响)。[3]信息影响(或社会证明)是一种接受来自他人的信息作为事实证据的影响。当人们不确定的时候，信息影响就会发挥作用，要么是因为刺激本身是模糊的，要么是因为存在社会分歧。规范性影响是一种顺应他人积极期望的影响。在Kelman的类型学中，规范性影响导致公共服从，而信息性影响导致私人接受。
Social influence occurs when a person's emotions, opinions or behaviors are affected by others intentionally or unintentionally.[1] Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing. In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence.[2] Compliance is when people appear to agree with others but actually keep their dissenting opinions private. Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity. Internalization is when people accept a belief or behavior and agree both publicly and privately.Morton Deutsch and Harold Gerard described two psychological needs that lead humans to conform to the expectations of others. These include our need to be right (informational social influence) and our need to be liked (normative social influence).[3] Informational influence (or social proof) is an influence to accept information from another as evidence about reality. Informational influence comes into play when people are uncertain, either because stimuli are intrinsically ambiguous or because there is social disagreement. Normative influence is an influence to conform to the positive expectations of others. In terms of Kelman's typology, normative influence leads to public compliance, whereas informational influence leads to private acceptance.[2]
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