PERSUASION 3: CYBER PSYCHOLOGY

Question 1

What is social influence?

Answer 1

The way we respond to the real or imagined presence of. others

Question 2

What contexts can activate social influence?

Answer 2

Online gaming
Social media
Online forums
Online shopping

Question 3

What are the two types of influences Deutsch and Gerard (1995) describe?

Answer 3

Informational Influence

Normative Influence

Question 4

What are the three underlying processes to social influence?

Answer 4

Compliance
Obedience
Conformity

Question 5

What is compliance in regards to social influence?

Answer 5

An external or obvious change in behaviour in response to a direct request

Question 6

What is obedience in regards to social influence?

Answer 6

• Involves authority
• Can be constructive or destructive
• Behaviour in compliance with direct demands

Question 7

What is conformity in relation to social influence?

Answer 7

• Adjustment of ones opinions, judgements or actions so that they become more consistent with those of others
• Sources: friends (peer pressure) or groups (group norms)
• Includes: compliance and conversion

Question 8

What is included in the Yale model of persuasive communication?

Answer 8

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

Question 9

What is the the elaboration likelihood model?

Answer 9

• Expands on Yale model
• Takes the same components of Yale model
• Embeds emotions, motivation and cognition

Question 10

What are Caldini’s (2001) six principles to enhancing online compliance and persuasion?

Answer 10

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

Question 11

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

Answer 11

• Smaller to larger requests

- Activates the self-perception theory

Question 12

What is The door in the face technique (DITF) of online persuasion?

Answer 12

• Larger to smaller requests

- Ann affiliative phenomenon

Question 13

What are advergames?

Answer 13

Video games designed to work as advertisements to promote brands
- different from in-game advertising

Question 14

What platforms are advergames available on?

Answer 14

• Websites
• Computer
• Smartphones
• Smart TV
• Smart gadgets

Question 15

What is the purpose of advergames in company websites?

Answer 15

Entice users to visit and stay on their websites - play interactive games

Question 16

What is an example of advertising games in commercial platforms?

Answer 16

America’s army - official game of the US army. Free military game that focusses on small unit tactical maneuvers

Question 17

How are advergames successful?

Answer 17

• Useful for capturing attention
• Help retention of product or message
• Can become popular through word-of-mouth
• Directly linked to sales (eg. free products/coupons)
• Training and education

Question 18

What are the persuasive strategies for Advergames?

Answer 18

1. Objectives
2. Integration of products (Associative, illustrative, demonstrative)
3. Target of campaign (Demographics, attitude to game, advertising message)
4. Visibility
5. Credibility
6. Playability

Question 19

Social influence is the way we respond to the real of imagined presence of others, and can be experienced by the following contexts:

Answer 19

• video games
• social media
• offline social interactions

Question 20

Social influence is a complex phenomenon that presents with the following three underlying processes:

Answer 20

Compliance, obedience, conformity

Question 21

Advergames developed to be played through a companies website have the purpose of:

Answer 21

Making users visit the company’s website for longer periods

Question 22

When designing persuasive advergames, it is important to consider the following aspects:

Answer 22

Objective 
Integration of products 
Target 
Visibility 
Credibility 
Playability