Social Power

In Chapter 11, social power is described as “the capacity to alter the actions of others.” To the degree to which you are able to make someone else do something, regardless of whether that person does it willingly, you have power over that person.

Referent power
Courtesans
—If a person admires the qualities of a person or a group, he tries to copy the referent’s behaviors (e.g., choice of clothing, cars, leisure activities).




Information power
Eunuchs
—A person possesses information power simply because he or she knows something others would like to know.



Legitimate Power
Generals, doctors, shamans
--The legitimate power a uniform confers wields authority in consumer contexts, including teaching hospitals where medical students don white coats to enhance their standing with patients. Basically, when the station or symbolism of that station holds power over others.



Expert Power
Doctors, shamans, astrologists
--derives from the knowledge one possesses about a content area.



Reward Power
Monarchs, lords
—A person or group with the means to provide positive reinforcement





Coercive Power
Raiders, armies
Brute force