Acta Universitatis Danubius. Communicatio, Vol 4, No 1 (2010)

Abstract

In a very general sense, the influence is any action taken against a person, to determine the compliance of the influencer’s intentions. In a more developed approach, the influence can be defined as a way to communicate, having as last stage the conviction. The influence is effective only if it is accepted by the receiver. He voluntarily adopts some action manner, because it believes that he is
doing something good for him. In this context, it reveals a certain availability to influence of the recipient. On the other hand, we cannot ignore the fact that the efficiency of influence is dependent also of the influence power of the communicator. This is given by the prestige of persons known by
the receiver, the norms and values that operate in the reference group or institutional framework.