… involves individuals modifying their beliefs or actions to align with the group’s existing norms and expectations. The motivation to conform can stem from a multitude of reasons- seeking acceptance, dreading social rejection or the group’s supposedly valuable knowledge. Assume that a group of friends is excited about a game. Even if a person isn’t entirely interested, they may feel obligated to participate for fear of missing out.

 … as another significant aspect of social influence revolves around the impact of authority figures on individuals’ behaviour. People may exhibit obedience through adherence to directives or commands issued by individuals in positions of power, regardless of their personal opinions or values. A common example is complying with instructions from a boss in a professional setting, even if one may have reservations or alternative viewpoints.

… as the third dimension of social influence focuses on the ability of individuals to sway others’ beliefs, attitudes, and behaviours. Through various strategies such as persuasive reasoning, emotional appeals, or even subtle forms of coercion, individuals seek to influence the thoughts and actions of those around them. Persuasion plays a pivotal role in domains ranging from advertising and marketing to interpersonal relationships and public discourse.