Social Influence Analysis

Abstract

One of the defining attributes of all species of eusocial insects and social animals is a distinct means of social influence – a way for one or more members of the species to direct, coordinate, and influence other members of the species. Such social influence tactics determine the allocation of resources within a community of the species and also provide an evolutionary advantage to eusocial and social species in their quest to gain the resources needed for survival. The chapter looks at the social influence tactics used by a species of social organisms known as Homo sapiens. Social influence tactics are present in all eusocial and social species. For example, Pogonomyrmex barbatus use pheromones to signal such things as alarms and food trails. With the rise of the industrial revolution, commercial interests sought new and improved manners of influence. At the turn of the 20th century, academics began preparing lists of influence tactics to be used in sales and advertising.