Cyberpsychology

Question 1

Define social influence

Answer 1

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

Question 2

In what contexts can social influence be activated in?

Answer 2

• Online Gaming
• Social media
• online forums
• online shopping

Question 3

How did Deutsch and Gerard (1995) categorise social influence?

Answer 3

1. Informational influence
2. Normative influence

Three underlying processes:

1. Compliance
2. Obedience
3. Conformity

Question 4

Social influence: compliance

Answer 4

• ”submission to the demands, wishes, or suggestions of others”
• an external or obvious change in behaviour in response to a direct request
• can happen due to external influence
• does not result in attitudinal change
• behavioural change is the primary goal

Question 5

Social influence: obedience

Answer 5

• behaviour in compliance with a direct command
• involves an authority figure
• can be constructive or destructive

Question 6

Social influence: conformity

Answer 6

• the adjustment of one’s opinions, judgements, or actions so that they become more consistent with those of others
• results in changes in attitudes
• sources: friends (peer pressure) or groups (group norms)
• includes: compliance and conversion

Question 7

What is the Yale model of persuasive communication (persuasion models)?

Answer 7

1. Characteristics of the source/sender
2. Characteristics of the message itself
3. Characteristics of the audience

Question 8

What is the elaboration likelihood model (persuasion models)?

Answer 8

• expands upon the Yale model
• takes the same components of the Yale model
• embeds emotions, motivation, and cognition

Question 9

What are the six principles to enhance online compliance and persuasion?

Answer 9

1. Reciprocity
2. Liking
3. Scarcity
4. Social proof
5. Commitment and consistency
6. Authority

Question 10

What is the foot in the door (FITD) technique in online persuasion?

Answer 10

From smaller to larger requests eg., online petition

Activates the self-perception theory

Question 11

What is the door in the face technique (DITF)?

Answer 11

From a larger to smaller requests eg., online donations

An affiliative phenomenon

Question 12

Social influence is complex and has:

Answer 12

Several underlying processes.

Question 13

Persuasion can be theorised and explained within different:

Answer 13

Theroical frameworks.

Question 14

Online persuasion is possible to be achieved using principles of:

Answer 14

Traditional offline persuasion.

Question 15

What are advergames?

Answer 15

• ”video games designed to work as advertisements to promote brands”
• distinct from in-game advertising
• available on different platforms
• web sites
• computers
• smartphones
• smart TV
• smart gadgets (eg tablet)

Question 16

Advergames in company websites

Answer 16

• Purpose: to entice users to visit and stay on their websites

• Interactive games
-DQ Tycoon: players run their own fast-food franchise

Question 17

Advergames in commercial platforms

Answer 17

America’s army:

• the official game of the U.S Army
• a free military game focusing on small unit tactical maneuvers

Question 18

Describe the success in advergaming:

Answer 18

• Useful for capturing people’s attention
• helps with retention of product of message
• can become popular through word of mouth
• directly linked to sales
• free product
• coupons

•training and education

Question 19

What’re the persuasive strategies for advergames?

Answer 19

1. Objectives
2. Integration of products
   - eg associative; illustrative; demonstrative
3. Target of the campaign
   - eg demographics; attitude toward the game; and the advertising message
4. Visibility
5. Credibility
6. Playability

Question 20

Video games are:

Answer 20

Widespread, nearly everyone plays them

Question 21

Video games have become

Answer 21

Am interesting persuasion tool

Question 22

Advergames can help promote a

Answer 22

Specific brand or company