Social Influence In Coercion's Obedience To Authority

We are constantly exposed to an influence that affects our attitudes and behavior. This form of influence can be known as social influence and it is seen when a person or group uses any type of social power to change the attitudes or behavior of others (Cialdini, 2007). People have learned and adapted to different methods of this form of influence and have used them against others in order to achieve what they want. It can be anything from a toddler throwing a tantrum in order to get that candy bar at the grocery store to a professional salesman knocking at your door to sell you his goods. The fact is that influence is everywhere, yet the majority of the people don’t notice when influence has been used against them (Rushkoff, 1999). The science

People are taught to obey their parents from a young age allowing their parents to become their first image of authority figures. As they grow older, the list of authority figures grows with them. These authority figures can be anybody. Douglas Rushkoff, author of Coercion, argues that everyone “has their own “theys”－bosses, experts, and authorities that dictate their lives.” We listen to these “theys” because we are influenced by a stronger power, whether it being wealth, intellect, experience, or a higher position (Rushkoff, 1999). Something as simple as striking imagery and grand symbolic gestures gives the perception of a more confident and assertive person. This leads to others considering this figure as authoritative (Greene, 2000). People respect authority and the perceived appearance of authority will increase the likelihood of others complying with requests, regardless of if the authority is illegitimate or not (Polanski,

They have been convinced to not only follow the golden rule, treat others the way you want to be treated, but to also follow the social rule of reciprocity. “The rule says we should try to repay, in kind, what another person has provided us (Cialdini, 2007).” This, in turn, could lead to a positive or negative reaction depending on whether the action previously performed was positive or negative. Social scientists have recognized that people feel indebted to anyone who does something good to them (Polanski, 2012). Cialdini, in his book Influence: The Psychology of Persuasion, says that “the implication is you have to go first.” This is why companies give out free samples or free information to potential buyers. This action is effective because people are more likely to listen to a product’s features, donate to a cause, or tip more money if they were given free, unexpected gifts or information (Polanski, 2012). These companies exert an effort to make the first experience favorable because they know that if you “give a positive experience to people, they will want to give you something in return (Cialdini,