Of the many influences on human behavior, social influences are the most pervasive. The main influence on people is people. When we hear the term social influence, most of us think of deliberate attempts of someone to persuade to alter our actions or change our opinions. The Television commercial comes to mind. But many of the most important forms of social influence are unintentional, and some of the effects we humans have on one another occur by virtue of the simple fact that we are in each other’s physical presence.