The Ben Franklin effect is a psychological finding: A person who has done someone a favor is more likely to do that person another favor than they would be if they had received a favor from that person. Similarly, one who harms another is more willing to harm them again than the victim is to retaliate.
Social influence occurs when one's emotions, opinions, or behaviors are affected by others.
Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing.
Three broad varieties of social influence.
- 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.
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