by Bibb Latané in 1981. This theory asserts that there are three factors which increase a person's likelihood to respond to social influence:

*Strength: The importance of the influencing group to the individual
*Immediacy: Physical (and temporal) proximity of the influencing group to the individual at the time of the influence attempt
*Number: The number of people in the group

Cialdini's "weapons of influence"

Robert Cialdini defines

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