This commentary is in response to the article "Effects of Verbal and Written Performance Feedback on Treatment Adherence" (Kaufman, Codding, Markus, Tryon, & Kyse, this issue). The overall recommendation to those who study treatment integrity using performance feedback methods is to incorporate theories and research on social influence into their research. Specific points of the commentary include: (a) there is no clearer example of social influence in consultation today than persuading a consultee to implement an evidence-based intervention with integrity; (b) face-to-face communication is usually more effective than written communication in changing behavior because it offers nonverbal communicator-related cues, higher social presence, and greater vividness; and (c) treatment integrity is not valued equally by all approaches to consultation because it requires a consultee to adhere to the steps of a standardized protocol and thereby comply with a consultant's requests.