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date: 06 December 2019

Abstract and Keywords

Sitting at the heart of social influence is the relationship of the influencer to the target of influence. Whereas influence can and does occur on an interpersonal level, it often flows from other group members. Social categorizations both within and between groups are paramount in this process, and the dissemination of group norms is the mechanism through which influence occurs in groups. This chapter examines social influence within and between groups, placing self-categorization processes at the center of this analysis. We provide an overview of social influence within and between groups and explore group-based motivations for influence, highlighting leadership, extremist group factions, political movements, and social movements as examples of social influence occurring in a group context. In addition, we examine social context as well as motivational factors for identifying with and accepting group norms.

Keywords: social identity, self-categorization, social influence, group processes, norms

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