Situating social influence processes: dynamic, multidirectional flows of influence within social networks.

Social psychologists have studied the psychological processes involved in persuasion, conformity, and other forms of social influence, but they have rarely modeled the ways influence processes play out when multiple sources and multiple targets of influence interact over time. However, workers in other fields from sociology and economics to cognitive science and physics have recognized the importance of social influence and have developed models of influence flow in populations and groups-generally without relying on detailed social psychological findings. This article reviews models of social influence from a number of fields, categorizing them using four conceptual dimensions to delineate the universe of possible models. The goal is to encourage interdisciplinary collaborations to build models that incorporate the detailed, microlevel understanding of influence processes derived from focused laboratory studies but contextualized in ways that recognize how multidirectional, dynamic influences are situated in people's social networks and relationships.