Seminar paper from the year 2012 in the subject Business economics - Miscellaneous, grade 7, University of Amsterdam, language English, abstract Over the previous decades, researches have scrutinized social influence - the methods used for changing people's attitudes and behaviors. According to Key et. al. 2005, social influence encompasses two forms of influence persuasion and compliance. While the former refers to alteration of attitudes, the latter denotes change in behavior. Both forms of social influence have been researched Albarracin et. al., 2005, although the impact of personality differences has mostly been assessed in the context of persuasion, not compliance Key et. al., 2009. Marwel and Schmitt in 1960s originally conceived compliance by producing a series of compliance-gaining tactics. Decades later, Robert Cialdini distinguished between six principles through which compliance with persuasive request can be obtained. Compliance according to Robert Cialdini 2001 is the pro