ABSTRACT
This chapter presents a theory which will generally apply to the basic influence processes. The focus of the theory will be upon the characteristics and behaviors of the source of influence as these factors affect the compliant behavior of the target of influence. The theory is relevant to dyadic interactions only. If the prime dependent variable of interest in social influence research is limited to a choice between the alternatives of compliance and noncompliance on the part of the target individual, decision theory suggests itself as a possible vehicle of analysis. Status, prestige, and esteem are postulated as having authentication effects on all types of influence messages and hence serve a facilitative function by increasing the influenceability of the target. A target should assign a greater credibility to a disliked threatener than the circumstances warrant and should tend to underestimate the credibility of a liked threatener.
