4 - Persuasion Flashcards
What is the Hare Krishna Society?
70s, growth and wealth. US.
Were not given money for dancing in the street.
Gave flower (a free gift). Feeling of obligation to give back. Reciprocity
Do not allow them to give them back
What is the Message Learning Approach?
Attitude changes follows stages (progressive):
Attend to the message (noticing)
Comprehend the message (understanding)
Accept the message
What are source variables?
Attractiveness
- Physical appearance
- Petition to stop serving meat at breakfast and lunch.
- Plain looking assistant (32%) and attractive assistant (41%)
Likeability
- More likeable, increased persuasion
- Politicians kissing babies
- Similarity to the audience
- Cultural background
African American children about teeth health
Much more persuasive if black than white dentist
- Speed: Increased speed increases persuasiveness (know what they’re talking about)
What are message variables?
- Vivid information is more persuasive
Pictures
Anecdotes in person over data - Fear appeal
Increasing fear increases attractiveness, until a point. Then, too fearful.
Inverted U function
Checkups for Cancer: People anxious about cancer - Humor
Increases persuasiveness
However, can lose connection between message and humor. Lost message - Relevance to the message
- Repetition
- Mere exposure (increasing likeability of the item)
Does not occur if stimuli were perceived initially as negative
-Medium
Complex messages are more persuasive in text
Simple messages more persuasive in pictures
What are audience varibales?
Self-esteem:
- Low self-esteem, less persuaded (anxious)
- High self-esteem, more persuaded (open)
- Very self-esteem, less persuaded (confident)
Mood
- Affect as information
- Manipulations to increase general happiness (gifts)
- Processing of information is affected
- In sad moods, we aim to change our mood
What is the elaboration likelihood model?
- People tend to want to be correct in their attitudes
- Sometimes unable/unwilling to do so
Two routes to persuasion:
Central route (able and motivated)
E.g. High cost products
Benefits, specs, etc.
Peripheral route (unable and unwilling)
E.g. Small item, soft drink
Advertisement making things look nice and fresh. Nothing about what is inside the drink.
What are nudges?
Behavioural interventions that encourage desirable behaviour without restricting choice or changing economic incentive
- Make children make healthy food choices. Sold healthy/unhealthy together.
- Have two lines: healthy and unhealthy. Convenience.
- 18% increase in consumption
What is compliance?
Behavioural response to a request from another person
- A door to door salesperson.
- Action not because you wanted to, but because someone asked you
How do we enhance reciprocity?
- Door in the face
- Social proof and uncertainty
How do we enhance compliance?
- Flattery will get you everywhere
- Scarcity: We want what we can’t have
- Consistency: Foot in the door and low ball technique
What is conformance?
Change in behaviour or belief in accordance with others
What is the normative social influence?
Social norm: A shared standard of behaviour, a guideline people follow in their relations with others
Don’t want punished: Looks, being left out, laughter
What is the norm formation?
Forming social norms in a laboratory
- Autokinetic illusion
What are Asch’s conformity studies?
Seated 6th in a row of 7. One real participants, 7 confederates
Standard line and comparison line. Which is the same length? Obvious.
Everyone gives the right answer
Critical trials: Everyone else gives wrong answer
What are conformity factors?
- Larger group size increases conformity until 4-5 confederates, then levels out.
- If there was one dissenter, the real subject is less likely to conform
- Previous exposure to non-conformity reduced likelihood of conformity
- Anonymity (booths compared to roundtable) reduces conformity
- No explicit punishment or rewards, but there was still conformity
