Social Influence and Persuasion — Definition

Definition

Social influence is the effect of other people and social settings on attitudes, judgments and behaviour. Persuasion is a deliberate attempt to change an attitude or choice through communication. An attitude includes beliefs, feelings and behavioural tendencies, but it does not guarantee the corresponding action.

Public-service persuasion should therefore examine the source, message, audience and practical opportunity to act. Ethical persuasion presents relevant evidence honestly and respects informed agency. Its success is measured against the intended public benefit, with message exposure distinguished from understanding, agreement and sustained behaviour.