ABSTRACT
This chapter is concerned with the role of social influence on human behaviour and begins by considering the nature of social norms, before looking at the role of primary and secondary socialisation in the replication and reinforcement of social norms in society. The consequences of normative expectations are discussed, where a distinction is drawn between following and conforming to social norms. Social norm theory and nudge theory are presented as means with which to engender positive behavioural change. Social identity theory is discussed as a framework in which to understand how individuals see themselves and others in the social world. Next, the theory of symbolic interactionism is presented, where the importance of social interactions as a mechanism in which to convey meaning is discussed. Finally, social practise theory is suggested as a model in which to explain habitual behaviour where through the performance of social practices, elements of practice are shared with society. Throughout, practical examples of putting social influence theory into action are presented. Upon reading this chapter, it will be clear to the reader how social influence is brought to bear on individual and group behaviour.
