How Social Influence Shapes Our Behavior: Compliance,
Identification and Internalization Explained
Ever wonder why you bought that trendy new gadget that just came out? Or why you started using phrases and terminology that you picked up from your friends or coworkers? The truth is, we are all susceptible to social influence in many forms. Whether it’s complying with the requests of someone in a position of authority, identifying with the behaviors of someone we admire, or internalizing the values and norms of groups we belong to, social influence shapes how we act in powerful ways.
Compliance: Doing What You're Told
When someone asks you to do something and you go along with it, that's compliance. We've all been there - your friend convinces you to skip class or your boss tells you to work late, and you reluctantly agree.
Compliance happens for a few reasons. Often, it's simply easier to go with the flow rather than make a fuss. The person making the request may also have authority or power over you, so you feel obligated to obey. They might tap into your desire to please by appealing to your good nature or work ethic.
The Power of Scarcity and Loss Aversion
Compliance professionals, like salespeople, know how to motivate you through the fear of losing out. They create a sense of scarcity or exclusivity to get you to act quickly. "Only 3 left in stock!" or "Sale ends today!" No one wants to miss out on a good deal or opportunity, so we rush to comply.
The Need to Reciprocate
When someone does something for you, you feel a strong need to repay the favor. This is the reciprocity principle in action. Compliance practitioners use free samples, gifts, and favors to trigger your sense of indebtedness and get you to comply with their requests. It's a highly effective tactic, so be aware of when others are using it to persuade you.
At the end of the day, while compliance gets things done in the short term, forced or manipulated change rarely lasts. For more meaningful influence, connect requests to the things people genuinely care about. Explain the rationale and benefits to foster understanding. And if you want change that sticks, help others internalize new attitudes and behaviors for themselves.
Identification: Imitating the in-Group
We all want to fit in, right? When we identify with a group, we tend to adopt their attitudes, values, and behaviors as our own. This is known as identification - the second type of social influence.
Say your favorite celeb starts sporting a trendy new hairstyle or your close-knit group of friends develops an inside joke. Before you know it, you find yourself getting that same hairstyle or using that same joke. You identify with that celebrity or friend group, so you imitate them, often without realizing it.
Identification happens naturally in social circles, communities, and cultures. Think of the slang, customs, and norms that you've picked up from people around you. When we bond over shared interests or experiences, we tend to mimic each other in order to strengthen our connection and show that we're part of the same tribe.
Of course, identification can have downsides. It may lead us to engage in harmful behaviors to gain approval or adopt misguided beliefs without questioning them. But in moderation, identifying with groups that share our positive values and goals can help build self- esteem and foster meaningful relationships.
The key is to choose your influences wisely. Surround yourself with people and communities that share your most important values and priorities in life. Their attitudes and behaviors will naturally rub off on you over time through the power of identification. And when you identify with the right crowd, that can be a very good thing.
Internalization: Accepting Shared
Beliefs
Internalization is when you truly adopt the beliefs and values of a group as your own. You don’t just go along with the crowd or follow influencers you admire—you become the crowd. The attitudes and actions of the group become internally motivated.
Once a belief or behavior has been internalized, it can be hard to change. Think of strongly held political or religious views. Or cultural practices and social norms you’ve absorbed from a young age. These feel like an integral part of who you are.
Internalization often happens subtly over time through exposure and experience within a group. As you adopt the shared beliefs and values of that group, they shape your identity. Several factors drive this process:
- Repeated exposure. The more you’re exposed to a group’s attitudes and actions, especially from an early age, the more likely you are to internalize them. Familiarity breeds comfort and acceptance.
- Perceived similarity. We tend to internalize beliefs and behaviors of groups we feel a strong connection to. The more you see yourself as a member of that group, the more you adopt their qualities as your own.
- Social validation. When the group reinforces certain beliefs or actions through approval, rewards or modeling the behavior themselves, it validates those beliefs and actions in your mind. You learn what is expected, accepted and valued.
Rationalization. Once a belief or behavior has been adopted, you may generate your own reasons to justify and strengthen it. You convince yourself with arguments that make sense to you.
The drive to belong is powerful. Internalization allows us to solidify our membership in important social groups that shape our identity. The beliefs and behaviors we adopt from these groups become an essential part of who we are—for better or for worse. Understanding this process gives us a chance to evaluate what we’ve internalized and decide if those are qualities we want defining us.
Why Do We Succumb to Social Influence?
Why do we so easily go along with what others want or do? There are a few reasons we succumb to social influence:
Fear of rejection
No one wants to feel left out or like an outsider. The desire to be accepted by a group is powerful. Rather than face rejection or risk not fitting in, it's often easier to just go along with the crowd.
Uncertainty
When we're unsure of ourselves or a situation, we look to others for guidance on appropriate thoughts, feelings, and behaviors. If everyone else seems confident in a choice, we assume they must know better than us.
A need to belong
Humans have an innate drive to form social connections and bonds with others. When we feel like we're part of a group, it satisfies our need for belongingness. We adopt the attitudes and actions of groups we want to be a part of.
Laziness
Sometimes it's just easier to follow others than think for ourselves. Making our own choices requires effort and can be mentally taxing. It's more convenient to outsource our thinking to those around us.
Trust in authority
We are taught from an early age to obey authority figures like parents, teachers, and bosses. This conditioning carries over into other areas of life, where we believe those in positions of power or expertise know better than us. We comply with their requests without question.
While social influence can lead us in negative directions at times, it also has significant benefits. Our connections with others allow us to share knowledge, spread ideas, establish social norms, and work together towards common goals. The key is learning when to follow the crowd and when to forge your own path.
Resisting the Pull of Social
Influence: Is It Possible?
Is it possible to resist the influence of others and stand up for what you believe in? Absolutely. While social influence is a powerful force, you can maintain your independence and avoid being swayed by compliance, identification or internalization.
Stay true to your values
Know your own values, priorities and beliefs before entering an interaction where influence may be exerted. Remind yourself why certain issues matter to you. When faced with pressure to conform in a way that contradicts your values, stand firm in your convictions.
Question the motives
Try to determine why someone is trying to influence you. Are they genuinely trying to help or inform you, or do they have an ulterior motive like personal gain? The intent behind the influence matters. Don't feel obligated to comply with a request that is primarily self-serving.
Consider alternatives
Rather than accepting what you're told outright, look at the issue from multiple sides. Try to find alternative solutions or perspectives that align more with your values. Ask open-ended questions to encourage a more balanced discussion. You may find that the original proposition was not the only or best option.
Stay confident
Believe in yourself and your ability to think critically about the situation. Don't let self-doubt make you more susceptible to outside influence. You have a right to your own well-informed opinions. Have confidence in your judgment and don't be afraid to respectfully share your perspective.
Set boundaries
Be polite yet firm in communicating your limits to others. Let people know that while you value their input, you will ultimately make your own decisions based on what feels right to you. Setting clear boundaries makes you less vulnerable to pressure and persuasion tactics. You can listen to influence without necessarily yielding to it.
With practice, resisting unwanted social influence can become second nature. Stay true to yourself while also keeping an open and curious mindset. That balance of self-confidence and humility will serve you well.
Conclusion
So in summary, you're constantly being bombarded by social influences that shape how you act, think, and feel in profound ways. Whether it's complying with a friend's movie choice just to avoid an argument, emulating your favorite athlete's training regimen, or fully embracing the values of a community you're part of, social factors powerfully drive human behavior. Recognizing the types of social influence—compliance, identification and internalization—at play in your life is the first step to gaining more control over them. But don't be too quick to resist; social influence, when used for good, is what binds society together and allows amazing, collaborative things to happen.
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