Peer influence is a research area that focuses on how individuals are influenced by their peers in various social contexts, such as in school, work, or social groups. It explores how peers can shape an individual's attitudes, beliefs, behaviors, and decision-making processes through social interaction, norms, and group dynamics. Researchers in this area often examine how peer influence can have both positive and negative effects on individuals, such as promoting prosocial behavior, encouraging risk-taking behaviors, or influencing consumption patterns. They also study factors that can mediate or moderate the impact of peer influence, such as individual characteristics, group dynamics, and social norms. Overall, research on peer influence aims to better understand the mechanisms through which peers can shape individual behavior and decision-making, and to develop interventions or strategies for promoting positive peer influence and minimizing negative peer pressure.