Social Impact Theory

Question 1

What is Social Impact Theory?

Answer 1

An explanation of the extent to which other people’s real or imagined presence can alter the way an individual thinks, feels or acts. The impact is determined by strength, immediacy and number of sources during any interaction

Question 2

What is the equation to show impact on the target?

Answer 2

Impact on the target= f(SIN)
S- strength
I- immediacy
N- number of sources

Question 3

What does strength refer to?

Answer 3

Refers to the perceived power/ authority of the source and the messages that they convey. For example, a strong source may have power over the target and/or they may communicate in an authoritative, intense or charismatic way. Strength can be affected by socio-economic status, age and the nature of any past or future relationship with the target.

Question 4

What does immediacy refer to?

Answer 4

Reflects the closeness of the source and the target in terms of space, but also time. Physical and psychological barriers to communication will affect immediacy

Question 5

What does number refer to?

Answer 5

Relates to how many sources are present during the interaction, which determine the level of social impact.

Question 6

What is the law of diminishing return?

Answer 6

Once the source number is bigger than 3, each additional person has less of an influencing effect