“…Most social influence research, whether involving conformity (e.g., Cooper, 1979;Thelen, Frautschi, Roberts, Kirkland, & Dollinger, 1981), compliance techniques (e.g., Cialdini, 2001), or modeling (e.g., Bandura, 1986;Flanders, 1968), has been concerned with influence in the positive direction, that is, with factors that make it more likely a person will adopt an attitude or perform a behavior similar to that of others (hereafter referred to as positive modeling). Although the reasons model-observer similarity augments positive modeling are not fully understood, informational and normative influences are likely involved.…”