Lecture 9

Question 1

theory of normative conduct

Answer 1

social norms lead to the behaviour if there is a normative focus (psychological salience - your focus has to be on it)

Question 2

single piece of watermelon

Answer 2

the norm is that it is generally clean, but then salience brought to the one piece of watermelon.

(anti-littering norm + high salience)

Question 3

deviance regulation theory

Answer 3

people identify themselves with rare characteristics, motivated the deviate from the norm when it is positive

Question 4

according to deviance regulation theory, how should we frame persuasive message

Answer 4

• should frame deviating from norm as negative (when norm is desirable)
  ex. you want people to get flu shots, you frame not getting a shot as being careless
• should frame deviating from norm as positive (when norm is undesirable)
  ex. if the norm is to not get flu shots, you frame getting a shot as considerate and responsible

Question 5

broken window theory

Answer 5

signs of norm violation invite more (cross) norm violation

if one window broken in the neibhourhood, it’s just a question of time before other windows get broken

Question 6

Why people don’t want to be persuaded?

Answer 6

1-threats to freedom (if persuasion is seen as a limit to your freedom)

2-reluctance to change (leads to uncertainty, afraid of being inconsistent all of a sudden),

3-people are afraid of being deceived (you want to have an accurate world view)

Question 7

strategies to resist change

Answer 7

1- avoidance of information (only expose yourself to information that confirms your view)

2- contesting (contesting the message, the source)

3- biased processing of information (pick up the arguments that suit who and put lot of emphasis on it, optimism bias, I don’t believe that the Netherlands will be flooded)

4- empowerment (assert their own opinions, their own self-esteem)

Question 8

balance theory

Answer 8

i like her, she doesn’t like donald trump, i don’t like donald trump.

or

i like her, she likes him, i like him

NOT BALANCE IF:

i like her, she doesn’t like him but I do like him

i don’t like her, but she also doesn’t like Donald trump, but neither do I like donald trump