Despite widespread acknowledgment that both personal and
situational factors influence behavior, researchers in the area of
social influence have been slow to examine individual differences
in their work. Indeed, social influence investigators often point
to their findings to illustrate the power of situational variables
relative to personal causes of behavior. However, as the articles
in this volume demonstrate, social influence researchers can obtain
a greater understanding of the phenomena they study by
incorporating individual difference variables into their research.
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