B - Influence

How influence works – and why it matters to everyone People are influenced every day. By parents, schools, friends, media, advertisements, companies, political movements, religious organizations, and social media. Most of the time this happens in a positive way. But sometimes influence can also lead someone to feel less space to think independently or make their own choices. In this knowledge library, we explain how human psychology works. Not to attack any particular group, but to provide insight into processes that can occur everywhere. The better we understand how influence works, the better we can make conscious choices. Contents Social influence Dependence and power Conformity Informational social influence Normative social influence Classical conditioning (Pavlov) Repetition and the subconscious Music, emotions, and imagery Cognitive dissonance Cialdini’s six principles of influence Group identity and shared responsibility Self-reflection 1. Social influence Everyone influences and is influenced. This often happens without us being aware of it. From birth, we learn from our environment. We adopt language, habits, norms, and values from parents, school, friends, and society. Psychologists call this process socialization . Most influence is useful. Thanks to social influence, children learn to speak, cooperate, and take others into account. But the same psychological mechanisms can also be used by companies, political movements, religious organizations, or social media to steer behavior and beliefs. That is why it is valuable to understand how these processes work. Environment ↓ Thoughts ↓ Feelings ↓ Behavior 💭 Moment of self-reflection Which beliefs did I consciously choose? Which ones did I mostly take over from my environment? 2. Dependence and power Power does not always mean that someone is being forced. According to social psychology, power often arises because someone is dependent on another person. That can involve, for example: information recognition safety love income social contacts The more dependent someone is, the greater the influence of the person who can provide for that need. Psychologists distinguish different forms of power: Coercion – someone has to do something. Authority – someone follows a person because they are seen as an authority. Manipulation – influence without the other person noticing how their choices are being directed. Manipulation is often the least visible form of power. 3. Conformity People are social beings. Almost everyone wants to belong somewhere. That is why people often adapt to the group. Not because they are stupid. But because connection is a fundamental human need. Conforming means that someone adapts their behavior to the group. Sometimes that is wise. Sometimes it can cause someone to listen less to their own convictions. Own opinion + Desire to belong ↓ Adjusted behavior 4. Informational social influence When we are uncertain, we automatically look to others. For example: during a crisis when we are somewhere new when we have little knowledge when someone appears to be an expert Our brain then thinks: "They probably know better." That is a very normal psychological process. That is why it is always wise to ask yourself: Does this person really have more knowledge? Are there other reliable sources too? What information is still missing? 5. Normative social influence Sometimes people do not adapt because they are convinced. But because they want to belong. The fear of being excluded is a strong human motivation. We see that everywhere: at school at work in groups of friends in families in religious communities Then the question is not: "What do I think?" but "What does my group expect of me?" 6. Classical conditioning (Pavlov) The Russian scientist Ivan Pavlov discovered that animals can automatically develop a response when a neutral stimulus is repeatedly linked to something with emotional meaning. A dog that is given food every time a bell rings will, after a while, begin producing saliva as soon as it hears the bell alone. Bell + Food ↓ Repetition ↓ Bell ↓ Saliva People learn this way too. Words, images, and situations can, after much repetition, automatically evoke feelings. For some (former) Jehovah's Getuigen, for example, the word 'disfellowshipped' can evoke strong emotions. That does not have to be a conscious choice; it can be a result of long-term emotional associations and repetition. The question someone can ask themselves is: Do I feel this because I genuinely think this way, or because my brain has learned this association over the years? 7. Repetition and the subconscious Why do companies pay millions of euros for just a few minutes of television advertising? Because repetition works. Our subconscious absorbs far more information than we realize. By repeating a message often, it becomes more and more familiar. This happens in: advertising news education upbringing political campaigns religious meetings Repetition does not automatically mean that something is true. However, repetition does increase the chance that something will start to feel familiar. Repetition ↓ Familiar feeling ↓ More trust ↓ Greater influence 8. Music, emotions, and imagery Music influences our emotions. Filmmakers have known that for decades. Through music, voice use, facial expressions, and camera angles, viewers can be subtly drawn into a story. This happens in: films advertisements children's programs documentaries religious videos or cartoons When cheerful music plays during certain behavior and sad music during other behavior, viewers can unconsciously associate positive or negative feelings with that behavior. That is why it is good to ask yourself: What emotion am I experiencing? and Does that emotion come from me, or is it partly shaped by the way the story is being told? 9. Cognitive dissonance Sometimes our beliefs clash with what we experience. That causes tension. Psychologists call that cognitive dissonance . For example: "I want to live healthily." ↓ "I eat candy every day." ↓ Tension ↓ Change behavior or Justify behavior Cognitive dissonance can also occur within groups. When experiences do not fit existing beliefs, people often try to reduce that tension by looking for an explanation or by re-examining their beliefs. 10. Cialdini's six principles of influence Robert Cialdini described six common principles of influence. Reciprocity – people feel inclined to do something in return. Commitment and consistency – once people make a choice, they often stay loyal to it. Social proof – if many people do something, it seems more likely to be right. Liking – we are more easily influenced by people we like. Authority – people often place more value on information from someone with authority. Scarcity – what is rare or available only temporarily seems more valuable. These principles are used in advertising, sales, politics, fundraising, and also in other social organizations. 11. Group identity and shared responsibility When people strongly identify with a group, group norms can feel like personal norms. In addition, there is the phenomenon of shared responsibility . When many people are present, each individual often feels less personally responsible to take action. That mechanism can also occur when an entire group shows the same behavior. A valuable question then is: Am I making this choice because I stand behind it myself? or Because my group expects this of me? 12. Self-reflection Psychology does not provide ready-made answers. But it can help us ask better questions. Questions to think about Which beliefs have I examined myself? Which beliefs have I mostly heard often? Which information was I never allowed or dared to investigate? Which choices are truly mine? How would I think about this if I had grown up in a different environment? What do I myself think, apart from the expectations of others? Finally The purpose of this knowledge library is not to tell people what they should believe or think. The goal is to provide insight into psychological processes that affect every person. Understanding these processes can help people make more conscious choices, develop greater understanding for others, and find their own path with more confidence.