Identifying a group in social influence is one of the most vital factors to knowing the level of conformity of that group. This is essentially where an individual alters their public behavior (how they behave and act in their daily life) and their personal beliefs. This is done in order to align themselves with the group’s identify.

When you identify a cohesive group, you are looking for individuals who have similar traits, needs, desires, fears, and challenges that can be brought together and messaged to directly and/or indirectly.

The changes in a person’s behavior, thoughts and perspectives in this context are usually short-term and directly influenced by the overall normative social influence. But the real question here is why do people integrate and conform in groups? Ask yourself, why do you really obey any type of authority, leaders, important figures, etc.? You see, conformity at times may open a path for an individual or a group to commit nefarious acts or even crimes because of being more comfortable in the fact that they are not alone.

For decades, psychologists have been chewing the dynamics and dominance of social influence down to the very marrow of the concept. Specifically, the fact where any type of social influence (good or bad) has a direct and manipulative effect on people leading to a drastic change in behavior, actions or the conformity of several people to meet the expectations of a social group or authority figures, etc.

A lot of us experience various forms of social influence in our day-to-day lives. For instance, a student may act a certain way to align his behavior in accordance with his fellow students or peers. That is because many highly regarded opinions of a group or a bunch of friends will probably reflect the views of potential members to that group.

From the book, “Social Influence – Influencing Minds to Guide Behavior” by author Gregg Harden