Have you ever wondered how some people can cause others to make decisions they otherwise wouldn’t? This question describes what is known as the “bases of social power.”
French and Raven (1959) brought awareness to this form of influence. They described five such bases of power: legitimate, reward, coercive, expert, and referent. Raven later followed up with another researcher to add information power to the original five (Raven and Kruglanski 1970). Let’s take a look at these and how knowing about them can help you in working with others, whether you are trying to persuade them or vice versa.
Legitimate Power. This base of power comes from occupying some recognized, formal position in a particular setting that allows a person to make decisions that others in that setting will follow. The recognition can be based on a title (supervisor, mayor) and is often accompanied by some symbol, such as a uniform (police officer, firefighter) or office location.
Reward and Coercive Power. These often stem from legitimate power, as part of the responsibilities of a person with such power is to encourage behaviors that help the organization and punish behaviors detrimental to its proper functioning. Bonuses, promotions, and preferred parking for an “employee of the month” are typical rewards. Coercive power is realized through the use of fines for violating rules or other such attempts to extinguish negative behavior. Revisiting the basics of behavioral/operant conditioning can provide many examples of these types of power.
Expert Power. “Four out of five dentists recommend sugarless gum if you chew gum” went the old Trident chewing gum commercials. (Did you ever wonder what the one dentist was thinking?) Expertise can be attained through experience and training. Certification of some type often accompanies this basis of social power. Diplomas and licenses are common signs of expertise in a particular field, but influencers, bloggers, and others with demonstrated knowledge and skill that can benefit others also have such power.
Referent Power. This social power base is where we get the term “reference group” and is the reason celebrity spokespeople are used in promoting all manner of goods and services. The power is based on admiration of and desire to emulate the person or organization. (There is a negative type of referent power as well, wherein one takes action to avoid being associated with a particular group or person.)
Information Power. This power stems from control over information that others value. A receptionists has the knowledge of who a salesperson needs to see. A coworker has critical insight that can help a colleague steer a project in the right direction. Information power has become more and more important as connectivity has become common and the use of virtual teams has increased.
Knowing about these bases of power can help you understand what competitors, vendors, government regulators, and others in your operating environment are trying to do. Through this better understanding, you can build a better, more interconnected organization.