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SLK 220 > Chapter 8: Social influence and persuasion > Flashcards

Chapter 8: Social influence and persuasion Flashcards

1
Q

Third-person effect

A

Occurs when people believe the media have a stronger impact on others than on themselves

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2
Q

Autokinetic effect

A

And illusion caused by very slight movements of the eye, that a stationary point of light in a room is moving

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3
Q

Group norms

A

The beliefs or behaviors that a group of people accepts as normal

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4
Q

Pluralistic ignorance

A

Looking to others for cues about how to behave, while they are looking to you; collective misinterpretation

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5
Q

Normative Influence

A
  • Going along the crowd to be liked and accepted.
  • Humans have a fundamental need to belong in social groups. (Improves ones chances of survival)
  • People learn to conform to their group’s rules
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6
Q

Informational Influence

A
  • Being correct
  • Going along with the crowd because you think the crowd
    knows more than you do.
  • Sherif uses autokinetic effect to study formation of group norms.
    (Can last at least 1 year & can be passed on)
  • 2 types of situations increase how likely you are to be affected by i.i:
    1. Ambiguous situations
    2. Crisis situation
  • In some cases, nobody knows anything – pluralistic ignorance (e.g. can cause trouble in your learning)
  • Pluralistic ignorance happens when people attempt to match a group norm
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7
Q

What are the key differences between Informational influence and Normative influence?

A

Whether the conforming person believes others are right (informational), or believe they are wrong but conforms simply to avoid rejection (normative).

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8
Q

What did Solomon Asch say about the power of normative influence?

A

He concluded- to be accepted by the group was more important than to be correct.

Fear of social rejection.

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9
Q

Informational social influence

A

helps produce private acceptance – a genuine inner belief that others are right.

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10
Q

Normative social influence

A

may bring about public compliance – outwardly going along with the group but maintaining a private, inner belief that the group is wrong, or having doubts about the group’s decisions.

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11
Q

Social influence techniques can be organized according to 4 basic principles:

A
  1. commitment and consistency
  2. reciprocation
  3. scarcity
  4. capturing and disrupting attention
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12
Q

Techniques based on COMMITEMENT & CONSITENCY

A
  • once people make a commitment, they feel pressure to behave consistently with that commitment.
  • Inconsistent behavior = Cognitive dissonance (psychological discomfort)
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13
Q

FOOT-IN-THE-DOOR TECHNIQUE

A
  • You start with a small request to get eventual compliance with a larger request.
  • If the requests get bigger slowly and gradually, the person may be more willing to comply with each one.
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14
Q

LOW-BALL TECHNIQUE

A
  • One first gets a person to comply with a seemingly low-cost request and only later reveals hidden additional costs.
  • Original price = ‘low-ball’
  • It works because people often justify their decisions.
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15
Q

BAIT-AND-SWITCH TECHNIQUE

A
  • One draws people in with an attractive offer that is unavailable and then switches them
    to a less attractive offer that is available. YOU ESSENTIALLY BECOME BAITED.
  • Relies on consistency pressures to keep them committed even when the influencer changes the terms.
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16
Q

LANELLING TECHNIQUE

A
  • One assigns a label to an individual and then requests a favour that is consistent with the label.
  • “You are such a generous person.”- and then requesting them to give something to you.
  • Can persuade both children and adults.
  • People like to live up to labels.
  • It also uses the importance of self-concepts (how people think about themselves can influence their behaviour).
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17
Q

Defences against techniques based on Commitment and Consistency

A

c- Commitment and consistency principle is a great time saver.
- When people weigh advantages vs disadvantages, they will feel overwhelmed.
- This principle creates a sense of obligation.

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18
Q

LEGITIMISATION-OF-PALTRY-FAVOURS TECHNIQUE

A
  • Involves a phrase that suggests that even a very small amount of aid will help.
  • E.g., ‘even a cent will help’
  • Even-a-cent method (you cannot deny such a small donation)
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19
Q

Techniques based on RECIPROCATION

A
  • If you take care of me, I’ll take care of you- cultural principle
  • People feel guilty if they cannot repay someone.
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20
Q

DOOR-IN-THE-FACE TECHNIQUE

A
  • One starts with an inflated request and then retreats to a smaller request that appears to be a concession.
  • Basically, start with and exaggerated request and then retreat to a smaller request.
  • E.g., ‘Can I have a pack of gum?’ ⟶ ‘Can I have a piece of gum?’
  • The smaller request is the actual desired request.
  • It is the opposite of the foot-in-the-door technique.
  • The key is to pretend that you are doing someone a favour by giving a smaller second request.
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21
Q

When does the Door in the face technique not work?

A
    1. the first request is seen as unreasonable
    1. If different people make the first and second request.
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22
Q

THAT’S-NOT-ALL TECHNIQUE

A
  • One first makes an inflated request but, before the person can respond, sweetens the deal by offering a discount or bonus.
  • Based on reciprocal concessions and a sense of personal obligation.
  • Increases compliance because it is in our HUMAN NATURE to reciprocate.
  • Thus, people can easily be exploited and be taken advantage of by other people.
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23
Q

Defence against techniques based on reciprocation

A
  • Be ready to define them as tricks if they are tricks.
  • Once this is done you will no longer feel obliged to reciprocate.
  • Reciprocation rule says ‘Favours are to be repaid by favours’ - Thus, tricks do not have to be repaid by favours!
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24
Q

Scarcity principle

A

Rare opportunities and items are more valuable than those that are plentiful.

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25
Q

Why does the scarcity principle work?

A
  1. Takes more effort to obtain rare items than plentiful ones.
  2. People value their freedom highly.
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26
Q

What is a HEURISTIC CUE

A

a prompt or stimulus that helps people learn something for themselves

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27
Q

LIMITED-NUMBER TECHNIQUE

A

One tells people that an item is in short supply

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28
Q

FAST-APPROACHING-DEADLINE TECHNIQUE

A

One tells people an item or price is only available for a limited time.

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29
Q

What is the point of the “Limited-Number Technique” and the “Fast-Approaching Technique”

A

Your chances to buy the product are either limited by:
- Few
- Deadline

30
Q

Defences against techniques based on Scarcity

A
  • Scarcity causes us not to think straight. (natural response is to panic)
  • Use the sign of emotional arousal to stop short.
  • Calm yourself so you can think clearly.
  • Ask yourself why you want the item.
31
Q

Techniques based on CAPTURING & DISRUPTING ATTENTION

A
  • Pique Technique
  • Disrupt then reframe Technique
32
Q

PIQUE TECHNIQUE

A
  • Captures one’s attention by making a novel request; to pique means to capture someone’s attention.
  • E.g. when you stop at a robot and show a ‘no’ sign with your hands when a beggar comes to your window, but your interest is piqued because they are holding up an interesting sign.
33
Q

DISRUPT-THEN-REFRAME TECHNIQUE

A
  • One disrupts critical thinking by introducing an unexpected element, then reframes the message in a positive light.
  • Provides a momentary disruption.
  • This disruption absorbs critical thinking functions and prevents individuals from
    processing the persuasive message.
  • The requester then reframes this message in a positive light.
  • E.g. putting the price of something in cents rather than rands and then labelling it as ‘A BARGAIN!’
34
Q

Defences against techniques based on Capturing and Disrupting Attention

A
  • Stop and think before acting
  • Eliminate the distraction.
35
Q

Persuasion

A

An attempt to change a person’s attitude.
- Important form of social influence
- Primary purpose of the human brain is to influence/argue then persuade others.

36
Q

What are the 3 components of persuasion?

A

‘WHO SAYS WHAT TO WHOM’

  1. ‘WHO’ - Speaker
  2. ‘SAYS WHAT’ - Subject
  3. ‘WHOM’ - Audience/hearer
37
Q

What are the 3 elements Aristotle identified necessary to persuade an audience?

A
  1. Emotional appeal
  2. Intellectual appeal
  3. Charisma
38
Q

Explain the ‘WHO’=Source, when it comes to persuasion

A

It is the individual who delivers the message.
Most important characteristics:
1. Credibility
2. Likability

39
Q

Explain Source Credibility

A
  • A source can be credible or not credible.
  • Credibility = ‘the quality or power of inspiring belief’
  • BUT sometimes people are just not credible, e.g. I can give a credible description on the Kardashian sisters but not on world economics.
40
Q

The Sleeper Effect

A

The finding that, over time, people separate the message from the messenger. If they remembered the speech, they forgot who gave it.

41
Q

What makes a source credible

A
  1. Expertise = how much a source knows.
  2. Trustworthiness = whether a source will honestly tell you what they know.

Powerful speakers are assumed to be credible

42
Q

Explain source likability

A

We are also persuaded by sources we like
* Similar source is more persuasive than a dissimilar source.
* Physical attractiveness produces a positive reaction from other people.

43
Q

2 Factors that determine whether we like someone

A
  1. Similarity
  2. Physical attractiveness
44
Q

The Halo Effect

A

The assumption that because people have one desirable trait, they also possess many other desirable traits.

45
Q

CONVERT COMMUNICATORS

A

People perceived as credible sources because they are arguing against their own previously held attitudes and behaviours.
- likeable, because they are similar to the audience
- very persuasive
- they overcome their past behaviours – mastery

46
Q

Explain the ‘SAYS WHAT’=The Message, when it comes to persuasion

A

Messages can vary on several dimensions
- Reason vs Emotion
- One sided vs Two sided Messages
- Overheard messages
- Repetition

47
Q

Reason vs Emotion

A

There are 2 approaches in presenting a persuasive message:
1. One presents cold, hard facts.
2. One appeals to emotions.
* People who are in a good mood are more receptive to persuasive messages. E.g. using humour to put the audience in a good mood (humour can also make the source more likeable)
* Fear is another emotional approach. Instilling fear is an unreliable mode of influence;
* moderate fear appeals are more persuasive than high or low fear appeals.
* Fear appeal and attitude change may have an -
* inverted (upside-down) U-shaped relationship

48
Q

One sided vs Two sided messages

A
  • One-sided messages are more effective when the audience is less educated or they have already made up their minds on the issue.
  • i.e. when the audience is not able to process the message thoroughly.
  • Two-sided messages are more effective when the audience can process the message thoroughly.
  • Negative campaigning- rather than speaking on your own strengths, you speak on the weaknesses of the opponent.
49
Q

Overheard Messages

A
  • If people overhear a message they are more persuaded than if they see e.g. the sales pitch.
  • People seem more persuaded by messages that do not seem designed to influence them.
  • Product placement
50
Q

Adverts where you need to draw your own conclusions.

A
  • These are more persuasive and has a longer lasting impact on the audience.
  • People from individualistic cultures are more influenced by person-focused ads.
  • People from collectivistic cultures are more influenced by group-focused ads.
51
Q

Repetition

A
  • Repeated exposure to adverts does influence memory for adverts.
  • BUT the initial attitude towards the advert plays a crucial role.
  • If the person initially enjoyed an advert, then repeated exposure can be more persuasive.
  • If the personally initially did not enjoy the advert, hearing it again and again will only make things worse.
52
Q

Advertisement wear-out

A
  • Inattention and irritation that occurs after an audience has encountered the same ad too many times.
  • Best way to AVOID this is by using repetition with variation – repeat the same information but in a different format.
53
Q

Explain the ‘TO WHOM’=The Audience, when it comes to persuasion

A

It has different characteristics:
1. Inteligence
2. Need for cognition
3. Concern about public image
4. Cultural differences
5. Distraction

54
Q

Explain intelligence in terms of the audience

A
  • Model of persuasion based on reception and yielding.
  • Receptivity = whether you ‘get’ (pay attention to, understand) the message.
  • Yielding = whether you ‘accept’ (believe, and especially whether you change your
    attitude to agree with) the message.
  • Inverted- U relationship between intelligence & persuasion , as well as between self-esteem & persuasion.
55
Q

Explain the need for cognition in terms of the audience

A

Most people are cognitive misers; mentally lazy/stingy.
* Need for cognition = a tendency to engage in and enjoy effortful thinking, analysis and mental problem solving.
* People high in need for cognition are more persuaded by strong arguments and are less persuaded by weak arguments.

56
Q

Explain concern about public image in terms of the audience

A
  • People who have high self-monitoring and public self-consciousness, are very concerned about their public image.
  • Persuasive messages that focus on name brands and stylish products appeal to such people.
57
Q

Explain cultural differences in terms of the audience

A

People from an individualistic culture tend to focus more on the individual

whereas

People from collectivistic cultures tend to focus more on the group

58
Q

Explain distraction in terms of the audience

A
  • Distraction can help persuasion by preventing conscious mind from thinking about counterarguments.
  • Distraction isn’t always helpful. WHY? Because if you have a really good argument but the person listening is distracted, they will not understand how good your case is.
59
Q

What types of sources are most persuasive

A
  • Highly credible sources
  • Likeable sources
  • Convert communicators
  • Sources who argue against their own self-interest
60
Q

What types of messages are most persuasive

A
  • Logical messages ~ mainly with educated, analytical people.
  • Moderately fear inducing messages.
  • Two-sided messages
  • Messages that are repeated (may backfire)
61
Q

Who is receptive to persuasive messages

A
  • People who are in a good mood
  • People of average intelligence and self-esteem
  • People concerned about their public image (high monitoring & public self-consciousness)
  • Very young or very old people
62
Q

What are the two routes to persuasion

A
  • Elaboration likelihood model ~ theory that suggests two routes to persuasion, via either conscious or automatic processing.
  • Heuristic/systematic model ~ theory that posits two routes to persuasion, via either conscious or automatic processing.
63
Q

What is the route to persuasion that involves DELIBERATE PROCESSING

A

CENTRAL ROUTE/ SYSTEMATIC PROCESSING IN THE HEURISTIC OR SYSTEMATIC MODEL.

This involves careful and thoughtful consideration of the content of the message.

64
Q

What is the route to persuasion that involves AUTOMATIC PROCESSING

A

PERIPHERAL ROUTE/ HEURISTIC PROCESSING IN THE HEURISTIC OR SYSTEMATIC MODEL.
* This involves the influence of simple cue, such as how attractive the source is.

65
Q

What 2 factors influences motivation to process message

A
  1. Personal relevance (degree to which people expect an issue to have significant consequences for their own lives)
  2. Need for cognition
66
Q

Examples of peripheral cues:

A
  • Experts know best
  • The more arguments the better
  • Expensive products are good
  • Rare products are good
  • What is beautiful is good
67
Q

Resisting social influence techniques:

A
  1. Attitude inoculation
  2. Forewarned is forearmed
  3. Use all your sources
68
Q

Attitude Inoculation

A
  • In order to immunise people against persuasion, it is important to expose them to some of its counterarguments AND let them build up defences against the counterarguments.
  • Of course it could have the opposite effect, such as reducing resistance & not strengthening it.
  • When people resist persuasion, they become more confident in their initial attitudes.
  • It helps people to counter-argue better.
69
Q

FOREWARNED IS FOREARMED

A
  • When you know a sneak attack is coming, you can prepare yourself.
  • When people believe someone is trying to persuade them, they experience an
    unpleasant emotional response called PSYCHOLOGICAL REACTANCE.
70
Q

Negative attitude change/ boomerang effect

A

when people do exactly the opposite of what they have been persuaded to do.

71
Q

Use all your sources

A

Resources:
* Physical
* Cognitive
* Social

  • People may be more suspectable to persuasion tactics when they are tired.
  • WHY? Because their mental energy drops.

SLK 220 (12 decks)

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