Cyberpsychology Flashcards
What is social influence?
It is the way we respond to the real or imagined presence of other people
Why is it important to understand social influence
It helps us to understand the social dynamics and persuasion processes that occur in both real-world and on line
What context can social influence be present in
Online gaming: because you’re playing with other people
Social media: the number of likes etc
Online forums
Online shopping
What did Deutsch and Gerard say about social influence?
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
What are the three different underlying processes of social influence
Compliance obedience and conformity
What is compliance
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
What is obedience
Behaviour in compliance with the direct command
Involves an authority figure
Can be constructive or destructive
What is constructive obedience
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
What is destructive obedience
Occurs when individuals comply with the direct or indirect orders of a social, military or moral authority that result in negative outcomes
What is conformity
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
What are the persuasion models
The Yale model of persuasive communication
The elaboration likelihood model
What is the Yale model of persuasive communication
Persuasion occurs when there is a good integration of these three components:
- Characteristics of the source/sender (asks do we trust the credibility of the source)
- Characteristics of the message itself (is it factual how strong is the argument and doesn’t appeal to the emotions)
- Characteristics of the audience
What is the elaboration likelihood model
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
What are the six principles that enhance online compliance and persuasion? And what effect do they have?
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)
What is the foot in the door technique
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
What is the door in the face technique
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)
What percentage of Australians play video games
67%
What percentage of video game players are female
46%
What percentage of video game players are aged over 18 years old
77%
What are advergames
They designed to work as advertisements to promote brands but they are different to ingame advertising
What platforms are advergames available on
Websites, computers, smart phones, smart TV, smart gadgets
What is the purpose of an advergame in a company website
Entices users to visit and stay on their website
The longer on the website the longer exposure they have to the companies message
Advergames in commercial platforms?
America’s army.
it is the official game of the US army.
It focuses on small tactile Manouvers and encourages people to sign up
How are advergames successful?
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
How are objectives persuasive strategies for advergames?
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
How is the integration of products done through advergames?
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
How is visibility a persuasive strategy for advergames?
It makes players aware of the existence
Where is it and when is it available? What platform? Where will it be promoted?
What kind of product placement is the best for advergames?
Prominent placements are more persuasive than subtle placements
Why don’t prominent placements in advergames lead to negative associations?
The players are aware of the persuasive aim and therefore expect intervention of information
Is there any difference in brand recall due to repetition of game play
No. There is no difference
What are the important aspects of advergames?
Objectives Integration of products Target Visibility Credibility Playability
