Cyberpsychology

Question 1

What is social influence?

Answer 1

It is the way we respond to the real or imagined presence of other people

Question 2

Why is it important to understand social influence

Answer 2

It helps us to understand the social dynamics and persuasion processes that occur in both real-world and on line

Question 3

What context can social influence be present in

Answer 3

Online gaming: because you’re playing with other people
Social media: the number of likes etc
Online forums
Online shopping

Question 4

What did Deutsch and Gerard say about social influence?

Answer 4

There is an informational influence which is when information from another is accepted as being right and it works because we agree with what they say

There is a normative influence this is when we accept it because we want to fit in and to be excepted by the source of the information. appeals to our motions and there is social pressure involved

Question 5

What are the three different underlying processes of social influence

Answer 5

Compliance obedience and conformity

Question 6

What is compliance

Answer 6

It’s when people accept the demands

And external obvious change in behaviour in response to a direct request it can happen due to external influences such as a group

Does not result in attitudinal change behavioural change is the primary goal

Question 7

What is obedience

Answer 7

Behaviour in compliance with the direct command

Involves an authority figure

Can be constructive or destructive

Question 8

What is constructive obedience

Answer 8

It occurs when someone complies with the order of a social authority that results in some kind of benefit to the compliant individual or benefits the larger society

Question 9

What is destructive obedience

Answer 9

Occurs when individuals comply with the direct or indirect orders of a social, military or moral authority that result in negative outcomes

Question 10

What is conformity

Answer 10

It’s the adjustment of one’s opinions, judgements or actions so that they become more consistent with others

It results in changes of attitude and comes from friends (peer pressure) or groups

Question 11

What are the persuasion models

Answer 11

The Yale model of persuasive communication

The elaboration likelihood model

Question 12

What is the Yale model of persuasive communication

Answer 12

Persuasion occurs when there is a good integration of these three components:

1. Characteristics of the source/sender (asks do we trust the credibility of the source)
2. Characteristics of the message itself (is it factual how strong is the argument and doesn’t appeal to the emotions)
3. Characteristics of the audience

Question 13

What is the elaboration likelihood model

Answer 13

It expands on the Yale model.

Takes the same components and embeds emotions, motivation and cognition

Essentially looks at how these interact with us on a deeper level

Question 14

What are the six principles that enhance online compliance and persuasion? And what effect do they have?

Answer 14

Reciprocity (refers to our sense to repay the favour)

Liking (we are more willing to comply with the person can be in the form of trust or someone we feel similar to)

Scarcity (things that are more appealing or attractive if their availability is limited)

Social proof (we look to others for guidance on how to behave in a given situation and take our cue on how to behave from them)

Commitment and consistency (we like to appear consistent with our commitments)

Authority (if the message is coming from an authority figure that we admire we respect them and we are more likely to comply)

Question 15

What is the foot in the door technique

Answer 15

From small to large requests

The small request are almost certain to be agreed to which activates the self perception theory

If we perceive ourselves as being helpful for doing one thing that we may do the other to carry this over

Question 16

What is the door in the face technique

Answer 16

From large to small requests
The large request a certain to be declined so the small ones are more likely to be accepted because we perceive the request has made a concession towards a position of compliance

An affiliative phenomenon (we feel some measure of obligation to comply to the second request)

Question 17

What percentage of Australians play video games

Answer 17

67%

Question 18

What percentage of video game players are female

Answer 18

46%

Question 19

What percentage of video game players are aged over 18 years old

Answer 19

77%

Question 20

What are advergames

Answer 20

They designed to work as advertisements to promote brands but they are different to ingame advertising

Question 21

What platforms are advergames available on

Answer 21

Websites, computers, smart phones, smart TV, smart gadgets

Question 22

What is the purpose of an advergame in a company website

Answer 22

Entices users to visit and stay on their website

The longer on the website the longer exposure they have to the companies message

Question 23

Advergames in commercial platforms?

Answer 23

America’s army.
it is the official game of the US army.
It focuses on small tactile Manouvers and encourages people to sign up

Question 24

How are advergames successful?

Answer 24

They are useful for capturing peoples attention which helps with retention of product or message

Games can easily become popular through word of mouth

They are directly linked to sales (free product and coupons)

Training and education

Question 25

How are objectives persuasive strategies for advergames?

Answer 25

The games are free so they want to know how to motivate players to play the game and engage with them to keep playing this is done by setting goals that motivate people

Question 26

How is the integration of products done through advergames?

Answer 26

Associative: product isn’t present at all

Illustrative: present the product but not a simulation of it

Demonstrative: Simulations of the products or services themselves this is the highest level of integration of product

Question 27

How is visibility a persuasive strategy for advergames?

Answer 27

It makes players aware of the existence

Where is it and when is it available? What platform? Where will it be promoted?

Question 28

What kind of product placement is the best for advergames?

Answer 28

Prominent placements are more persuasive than subtle placements

Question 29

Why don’t prominent placements in advergames lead to negative associations?

Answer 29

The players are aware of the persuasive aim and therefore expect intervention of information

Question 30

Is there any difference in brand recall due to repetition of game play

Answer 30

No. There is no difference

Question 31

What are the important aspects of advergames?

Answer 31

Objectives 
Integration of products 
Target 
Visibility 
Credibility 
Playability