Lecture 24 Flashcards
Social bonds and sales
Strength of bond/liking is a better predictor of sales than product ratings - go along with it even when aware
What causes us to like people
Physical attractiveness, similarity, compliments, contact/cooperation, conditioning/association
The Halo Effect
When we notice one positive characteristic of a person, we assume they must have others as well. So for ex. if somebody is attractive, we may assume they are kind, intelligent, and competent
Consequences of halo effect
Electing more attractive leaders, hiring, giving more handsome criminals lighter sentences
Contact and cooperation
We like what is familiar; situations where cooperation is necessary increases liking
Mere exposure effect
The more we are exposed the more we like it - to a certain point; if we hate a song for ex., we might dislike it more due to frustration
Conditioning and association
We don’t like people who give us bad news, like people who give us good news, like products associated with people we like, etc.
Social influence and decision modes
Capitalizes on mindless decision modes
Social Comparison Theory
We always evaluate ourselves; when objective standards unavailable, we compare selves with others - prefer to do so with others who are similar along dimension of importance
Relative performance
Easier to make relative judgements of ourselves than absolute ones - reference points. Utility of comparison depends on how we feel towards reference person and the activity. We tend to be more concerned with relative than absolute performance
4 ways others matter to our judgments and decisions
(1) Attribution
(2) Motivation and presence of others
(3) Social influence
(5) Social comparison
Reward and neurons
Rewards signaled by dopamine (DA) - rewarding stimulus -> activity in DA neurons; these neurons soon learn how much to expect. Excited when reward is greater than expected but depressed when lower than expected
