| Concept | Definition | Example |
| Persuasion | Intentionally trying to make people change their attitudes and beliefs, which may or may not lead to their behavior changing | Buy our product because it is the best on the market. |
| Compliance | Voluntarily changing behavior at the request or direction of another person or group, who in general does not have any authority over you | Remove your shoes before you walk into the house because you have been asked. |
| Conformity | Urge to modify our behaviors, attitudes, beliefs, and opinions to match those of others | Remove your shoes before you walk into the house because everyone else who has entered did the same. |
| Obedience | Changing our behavior because we have been ordered to do so by someone in authority | Follow the detour sign. |
| Whether or not you realize it, other people constantly shape your thoughts, emotions, and behaviors. Above are some of the key elements of social influence. |