Social Influence (Normative and Informational Influence), Change in Public Attitude, Persuasion, Ethics, G.S Paper 4 UPSC, PCS

Class 11, 12 and 13

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Social Influencing – One person influencing the other to change the latter’s attitude.

So, it changes – Emotions, Opinions, and Behavior

Example – Advertisement by Actors and Actress

Features of Social Influence –

Conscious – Government trying to change behaviour of People about COVID-19

Unconscious – Dhoni’s hairstyle

Varies – Situation to situation and person to person

Public Attitude Vs Private Attitude

Short term Vs Long Term (Fashion and M.S. Swaminathan)

Influence also varies from person to person

Type Of Social Influence –
a) Compliance – Helmet

1. b) Identification – Celebrity
2. c) Internalization – Making something a part of one’s personality (Swami Vivekanand’s tour)

Enablers –

Peer Pressure (E-Voting)

Charisma – Martin Luther King, Hitler

Master –  servant relationship

Context – Beneficial, Rational, Practicable (Public Toilet – Disease, Cultured, Infrastructure)

Presentation (Advertisement)

Types –

1. Normative Influence
2. Informational Influence a) Ambiguous Situation b) Crisis Situations

Principles of Social Influence –

1. Reciprocity (People give back whatever has been given to them)
2. Consistency
3. Social Proof
4. Liking
5. Authority
6. Scarcity

How to change public attitude?{“type”:”block”,”srcClientIds”:[“df31ae7f-7db1-40b3-9d6e-96a9d5f1db35″],”srcRootClientId”:”2d5bafb4-b732-4372-8394-64e34810d262″}

Persuasion –

A persuasion is a form of Social Science. Unlike other social influences, persuasion is a deliberate attempt to condition the attitude (emotions, thoughts, and behavior) of the other person.

Techniques of Persuasion –

1.Logical Arguments (Logical, practical, beneficial)

2.Incentivization of new attitude (Discounts on Online Transaction)

3.Disincentivization  of existing attitude (Population policies)

4.Scare-factor (Cigarette)

5.Repeated Reminders (Prayers)

6.TINA Factor (There is no alternative)

7.Appealing to the psyche (Opting in versus Opting Out, overvaluation of loss, appealing to emotions)

8.Empathy

Persuasion in the Life of a Civil Servant –

a.Public Representatives

b.Employees

c.General Public

d.Superiors

e.Finance Department

f.Private/Corporate Sector

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