Persuasion: Principles of Social Influence Flashcards
What are the 2 methods of investigation
1) Controlled experiments
2) Participant observation
What are the advantages and disadvantages of controlled experiments
Advantages: provides context for addressing weather or not an effect of real and which theoretical account describes it
Disadvantages: eliminates other sources of influence
What is participant observation
These are field studies where the researcher becomes the observer and the participant of the situation to learn the dynamics of the setting (ie. become a salesperson, a marketer, ect)
What is Robert Cialdini’s view on social influence
The most important part of influence is what you do before you attempt to influence
What is reciprocation
Compiling with a request of someone who has previously provided a favour
What are the 7 principles of social influence
1) Reciprocation
2) Social Validation
3) Consistency
4) Friendship/liking
5) Scarcity
6) Authority
7) Unity
Why does reciprocation create social influence
Reciprocation creates obligation
What is the “door in the face technique”
Door in the face technique: start with something big that they will most likely say no to, then change request to something more realistic (the real request)
– Increases responses from anywhere between 10-35%
What is social validation
We comply with a request if it is consistent with what similar others are thinking or doing
Why does social validation create social influence
Based on social comparison theory
We will follow the lead of many others and similar others
How does social validation affect advertising
Even nothing can have value if most of us want it
We can sell products by telling people that a lot of people want it
What is consistency
After committed to a position, one is more likely to comply with requests that are consistent with that position
What is the “foot in the door technique”
Foot in the door technique: start with small request ad when people agree then continue to make bigger request
What is the “Legitimization-of-paltry-favors technique”
“Even a penny would help”
Asked to donate small amount after spending large amount”
What is the “How are you feeling” technique
A caller will ask how we feel and most of us will respond with “good” whereby they follow up with a statement how others are worse off and ask for a donation
There is now a cognitive dissonance and we feel obliged to give
How does friendship/liking create social influence
One is more likely to comply with the requests of friends or other liked individuals because we trust them
How does consistency create social influence
1) Foot in the door technique
2) Legitimization-of-paltry-favors technique
3) “How are you feeling” technique
How do pyramid schemes use friendship/liking in sales
Pyramid schemes use this principle - companies get people to sell products to their friends and families bc we are more inclined to help out and buy things from people we trust and like
What are the 4 ways we increase our likability to persuade people
1) Similarity - dress the same way, sue the same slang
2) Compliments - short lived
3) Cooperation - act like you’re on their side (give discount and say it wasn’t technically allowed)
4) Beauty bias - people think attractive people are smarter, more honest, cooperative, ect
What is scarcity
One tries to secure opportunities that are scarce
How does scarcity create social influence
The fear of losing something is more motivating than the thought of gaining something
How is scarcity used in advertising
Limited availability of products enhances value perceptions and purchase intentions
What is the Psychological Reactance Theory
When people think their freedom is interfered with, they are more likely to want to possess the item more
What is nextopia
Advertising for future products
How does authority impact social influence
One complies to the request of someone who is legitimate (or perceived) authority
What is unity
One complies to the request of those who share one’s identity (ex. Vegetation, green part, ect)
How does unity affect social influence
The more values you share with your shared identity, the more likely you are to comply with their requests
