People agree with others for a variety of reasons (Wood, 2000). They might be trying to live up to a particular self-concept, such as the values of an ingroup (Christensen, Rothgerber, Wood, & Matz, 2004). People also might hold attitudes that support their relationships with others (Matz & Wood, 2005; Orina, Wood, & Simpson, 2004). These self and other motives form the basis for minority influence, in which people try not to align publicly with deviant outgroups (Wood, Lundgren, Ouellette, Busceme, & Blackstone, 1994). Also, classic persuasion reserach shows how people are motivated to hold attitudes that best represent their understanding of the issue (Prislin & Wood, 2005).
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Wood, W., & Hayes, T. (2012). Social influence on consumer decisions. Journal of Consumer Psychology, 22, 324-328. [request paper]
Hall, D. T., Matz, D., & Wood, W. (2010). Why don't we practice what we preach? A meta-analytic review of religious racism. Personality and Social Psychology Review, 14, 126-139. [request paper]
Matz, D., & Wood, W. (2005). Cognitive dissonance in groups: The consequences of disagreement. Journal of Personality and Social Psychology, 88, 22-37. [request paper]
Prislin, R., & Wood, W. (2005). Social influence: The role of social consensus in attitudes and attitude change. In D. Albaraccin, B. T. Johnson, & M. P. Zanna (Eds.), Handbook of attitudes and attitude change (pp. 671-706). Hillsdale, NJ: Erlbaum. [request paper]
Christensen, P. N., Rothgerber, H., Wood, W., & Matz, D. C. (2004). Social norms and the self: A motivational model of normative impact. Personality and Social Psychology Bulletin, 30, 1295-1309. [request paper]
Orina, M., Wood, W., & Simpson, J. A. (2002). Styles of influence in close relationships. Journal of Experimental Social Psychology, 38, 459-472. [request paper]
Wood, W. (2000). Attitude change: Persuasion and social influence. Annual Review of Psychology, 51, 539-570. [request paper]
Wood, W. (1999). Motives and modes of processing in the social influence of groups. In S. Chaiken & Y. Trope (Eds.), Dual process theories in social psychology (pp. 547-570). New York: Guilford Press. [request paper]
Pool, G. J., Wood, W., & Leck, K. (1998). The self-esteem motive in social influence: Agreeing with valued majorities and disagreeing with derogated minorities. Journal of Personality and Social Psychology, 75, 967-975. [request paper]
Wood, W., Pool, G., Leck, K., & Purvis, D. (1996). Self-definition, defensive processing, and influence: The normative impact of majority and minority groups. Journal of Personality and Social Psychology, 71, 1181-1193. [request paper]
Wood, W., Lundgren, S., Ouellette, J., Busceme, S., & Blackstone, T. (1994). Minority influence: A meta-analytic review of social influence processes. Psychological Bulletin, 115, 323-345. [request paper]