<P> Social influence occurs when a person's emotions, opinions, or behaviors are affected by others . Social influence takes many forms and can be seen in conformity, socialization, peer pressure, obedience, leadership, persuasion, sales, and marketing . In 1958, Harvard psychologist Herbert Kelman identified three broad varieties of social influence . </P> <Ol> <Li> Compliance is when people appear to agree with others but actually keep their dissenting opinions private . </Li> <Li> Identification is when people are influenced by someone who is liked and respected, such as a famous celebrity . </Li> <Li> Internalization is when people accept a belief or behavior and agree both publicly and privately . </Li> </Ol>

Socially defined expectations of a person in a given social position are referred to as