According to the Social Psychology text, “Social psychology is the scientific study of how people think, influence, and interact with each other” (p. 4 ), this is considered a variety of social topics incorporating group behaviors, attitudes, conformity, obedience to authority, stereotypes and peer pressure. External factors can have a positive or negative impact on our view of ourselves and others. These external factors are used to persuade and influence group behavior. Persuasion is defined as “the process by which a message induces a change in beliefs, attitudes, or behaviors” (Myers, 2010, p. 230). The principles of this persuasion process according to researchers Robert Cialdini and Thomas Davidson are attractiveness and likeability, reciprocity, social proof, consistency, authority and scarcity (Davidson, 2008) (Myers, 2010, p 237). These principles of persuasion impact our self-perception, our attitudes and behaviors, as well as our culture. The first principle of persuasion is sympathy. If a person knows you, likes you, and trusts you, you will have more influence over that person. Many factors determine whether or not a person or group likes another person or group. Being attractive, having similarities or common bonds, familiarity, praise and being complementary, and also being connected to the positive, helps one to be more likeable. Reciprocity is the basic concept of “you scratch my back and I’ll scratch yours” and “what comes around and comes around” (Myers, 2010, p. 237). Offering favors is a powerful influence tool because people feel obligated to repay the favor. The third principle mentioned is social proof. This is related to peer pressure, as people tend to look to others to justify and justify... middle of paper ... heals the heart. (1994, November). Psychology Today, 27(6), 16. Retrieved May 6, 2011, from ProQuest Psychology Journals. (Document ID: 5034212).Locke, Edwin A. (1997). Self-efficacy: the exercise of control. Personnel Psychology, 50 (3), 801-804. Retrieved May 2, 2011, from ProQuest Psychology Journals. (Document ID: 15005732). Myers, D.G. (2010). Social psychology. New York, NY: McGraw-HillPolanski, T. (n.d.). Robert Cialdini and 6 principles of persuasion. Electronic Media Publishing Simons-Morton, B. (2007). Social influences on adolescent substance use. American Journal of Health Behavior, 31(6), 672-84. Retrieved May 5, 2011, from ProQuest Psychology Journals. (Document ID: 1390074281). Wilby, P. (February 2007). Persuasion is a science. New Statesman, 136(4833), 15. Retrieved May 4, 2011 from ABI/INFORM Global. (document ID: 1223180481).