Individual Differences and Social Influence

Despite widespread acknowledgment that both personal and situational factors influence behavior, researchers in the area of social influence have been slow to examine individual differences in their work.

Indeed, social influence investigators often point to their findings to illustrate the power of situational variables relative to personal causes of behavior.

However, as the articles in this volume demonstrate, social influence researchers can obtain a greater understanding of the phenomena they study by incorporating individual difference variables into their research.