Why Do People Don't Think Social Influence Affects Their Behavior?

Qrit: I found the book to be really fascinating, but honestly, it didn't apply to me. We often don't realize influence occurs because we're unaware of its effect on us. And part of the reason is because we don't see influence happening. Think about the last pair of shoes you bought, for example. You say, i bought them ecause i liked their color, i liked the way they fit. The mere fact we saw a bunch of people wearing similar shoes in the weeks or months before have affected us.