Social Influence is concerned with how our thoughts, feelings and actions are influenced by social groups. A good public servant needs to have social persuasion skills to convince people that the government is for their welfare. And also seek their cooperation for the same.
Reasons for Social Influence
- Consistency – people want to be consistent with the norm
- Social proof – people want to do what will be appreciated by others
- Liking – people do what they like in others
- Authority – Society comprises of various authoritative institutions