Social Influence in Decision-Making Groups

Abstract

Sue Blue and Joe Schmo are planning on celebrating their fifth wedding anniversary with their best friends, Phil and Jill Thrill. Joe and Phil were college roommates and the best of friends, and through that connection Sue became very close with Jill, Phil’s sister. The four always commemorate important events in their lives together. Right now, they are trying to decide on a fitting restaurant for the occasion. Sue feels very strongly that the event deserves a night at Le Fancy, an expensive French restaurant. Phil is willing to go to Le Fancy, but prefers La Enchilada, a Mexican place all four like. Joe also wants to go to La Enchilada, but his main concern is keeping Sue happy. Jill does not have an opinion one way or another, and trusts the judgment of the rest of the group.

This is an (imaginary) circumstance ripe for social influence. I use the term social influence rather than persuasion, because the latter term is often associated with a communicator designing a message with the express purpose of affecting an audience’s cognitions, emotions, or actions. Persuasion in this sense certainly occurs during group decision making, but through their talk communicators also sway one another without that explicit intent. The term “social influence” includes both intentional and unintentional effects on listeners, and so is more relevant to what occurs when groups make decisions.