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
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
3
Q
Group norms
A
The beliefs or behaviors that a group of people accepts as normal
4
Q
Pluralistic ignorance
A
Looking to others for cues about how to behave, while they are looking to you; collective misinterpretation
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
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
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).
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.
9
Q
Informational social influence
A
helps produce private acceptance – a genuine inner belief that others are right.
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.
11
Q
Social influence techniques can be organized according to 4 basic principles:
A
- commitment and consistency
- reciprocation
- scarcity
- capturing and disrupting attention
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)
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.
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.
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.
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).
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.
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)
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.
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.
21
Q
When does the Door in the face technique not work?
A
- the first request is seen as unreasonable
- If different people make the first and second request.
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.
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!
24
Q
Scarcity principle
A
Rare opportunities and items are more valuable than those that are plentiful.
25
Why does the scarcity principle work?
1. Takes more effort to obtain rare items than plentiful ones.
2. People value their freedom highly.
26
What is a HEURISTIC CUE
a prompt or stimulus that helps people learn something for themselves
27
LIMITED-NUMBER TECHNIQUE
One tells people that an item is in short supply
28
FAST-APPROACHING-DEADLINE TECHNIQUE
One tells people an item or price is only available for a limited time.
29
What is the point of the "Limited-Number Technique" and the "Fast-Approaching Technique"
Your chances to buy the product are either limited by:
- Few
- Deadline
30
Defences against techniques based on Scarcity
* 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
Techniques based on CAPTURING & DISRUPTING ATTENTION
- Pique Technique
- Disrupt then reframe Technique
32
PIQUE TECHNIQUE
* 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
DISRUPT-THEN-REFRAME TECHNIQUE
* 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
Defences against techniques based on Capturing and Disrupting Attention
* Stop and think before acting
* Eliminate the distraction.
35
Persuasion
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
What are the 3 components of persuasion?
'WHO SAYS WHAT TO WHOM'
1. 'WHO' - Speaker
2. 'SAYS WHAT' - Subject
3. 'WHOM' - Audience/hearer
37
What are the 3 elements Aristotle identified necessary to persuade an audience?
1. Emotional appeal
2. Intellectual appeal
3. Charisma
38
Explain the 'WHO'=Source, when it comes to persuasion
It is the individual who delivers the message.
Most important characteristics:
1. Credibility
2. Likability
39
Explain Source Credibility
* 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
The Sleeper Effect
The finding that, over time, people separate the message from the messenger. If they remembered the speech, they forgot who gave it.
41
What makes a source credible
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
Explain source likability
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
2 Factors that determine whether we like someone
1. Similarity
2. Physical attractiveness
44
The Halo Effect
The assumption that because people have one desirable trait, they also possess many other desirable traits.
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CONVERT COMMUNICATORS
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
Explain the 'SAYS WHAT'=The Message, when it comes to persuasion
Messages can vary on several dimensions
- Reason vs Emotion
- One sided vs Two sided Messages
- Overheard messages
- Repetition
47
Reason vs Emotion
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
One sided vs Two sided messages
* 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
Overheard Messages
* 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
Adverts where you need to draw your own conclusions.
- 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
Repetition
* 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
Advertisement wear-out
* 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
Explain the 'TO WHOM'=The Audience, when it comes to persuasion
It has different characteristics:
1. Inteligence
2. Need for cognition
3. Concern about public image
4. Cultural differences
5. Distraction
54
Explain intelligence in terms of the audience
- 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
Explain the need for cognition in terms of the audience
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
Explain concern about public image in terms of the audience
* 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
Explain cultural differences in terms of the audience
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
Explain distraction in terms of the audience
* 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
What types of sources are most persuasive
- Highly credible sources
- Likeable sources
- Convert communicators
- Sources who argue against their own self-interest
60
What types of messages are most persuasive
- Logical messages ~ mainly with educated, analytical people.
- Moderately fear inducing messages.
- Two-sided messages
- Messages that are repeated (may backfire)
61
Who is receptive to persuasive messages
- 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
What are the two routes to persuasion
- 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
What is the route to persuasion that involves DELIBERATE PROCESSING
CENTRAL ROUTE/ SYSTEMATIC PROCESSING IN THE HEURISTIC OR SYSTEMATIC MODEL.
This involves careful and thoughtful consideration of the content of the message.
64
What is the route to persuasion that involves AUTOMATIC PROCESSING
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
What 2 factors influences motivation to process message
1. Personal relevance (degree to which people expect an issue to have significant consequences for their own lives)
2. Need for cognition
66
Examples of peripheral cues:
* Experts know best
* The more arguments the better
* Expensive products are good
* Rare products are good
* What is beautiful is good
67
Resisting social influence techniques:
1. Attitude inoculation
2. Forewarned is forearmed
3. Use all your sources
68
Attitude Inoculation
* 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
FOREWARNED IS FOREARMED
* 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
Negative attitude change/ boomerang effect
when people do exactly the opposite of what they have been persuaded to do.
71
Use all your sources
Resources:
* Physical
* Cognitive
* Social
* People may be more suspectable to persuasion tactics when they are tired.
* WHY? Because their mental energy drops.
