Persuasion: Principles of Social Influence

Question 1

What are the 2 methods of investigation

Answer 1

1) Controlled experiments
2) Participant observation

Question 2

What are the advantages and disadvantages of controlled experiments

Answer 2

Advantages: provides context for addressing weather or not an effect of real and which theoretical account describes it

Disadvantages: eliminates other sources of influence

Question 3

What is participant observation

Answer 3

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)

Question 4

What is Robert Cialdini’s view on social influence

Answer 4

The most important part of influence is what you do before you attempt to influence

Question 5

What is reciprocation

Answer 5

Compiling with a request of someone who has previously provided a favour

Question 6

What are the 7 principles of social influence

Answer 6

1) Reciprocation
2) Social Validation
3) Consistency
4) Friendship/liking
5) Scarcity
6) Authority
7) Unity

Question 7

Why does reciprocation create social influence

Answer 7

Reciprocation creates obligation

Question 8

What is the “door in the face technique”

Answer 8

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%

Question 9

What is social validation

Answer 9

We comply with a request if it is consistent with what similar others are thinking or doing

Question 10

Why does social validation create social influence

Answer 10

Based on social comparison theory

We will follow the lead of many others and similar others

Question 12

How does social validation affect advertising

Answer 12

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

Question 13

What is consistency

Answer 13

After committed to a position, one is more likely to comply with requests that are consistent with that position

Question 14

What is the “foot in the door technique”

Answer 14

Foot in the door technique: start with small request ad when people agree then continue to make bigger request

Question 15

What is the “Legitimization-of-paltry-favors technique”

Answer 15

“Even a penny would help”

Asked to donate small amount after spending large amount”

Question 16

What is the “How are you feeling” technique

Answer 16

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

Question 17

How does friendship/liking create social influence

Answer 17

One is more likely to comply with the requests of friends or other liked individuals because we trust them

Question 18

How does consistency create social influence

Answer 18

1) Foot in the door technique
2) Legitimization-of-paltry-favors technique
3) “How are you feeling” technique

Question 19

How do pyramid schemes use friendship/liking in sales

Answer 19

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

Question 20

What are the 4 ways we increase our likability to persuade people

Answer 20

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

Question 21

What is scarcity

Answer 21

One tries to secure opportunities that are scarce

Question 22

How does scarcity create social influence

Answer 22

The fear of losing something is more motivating than the thought of gaining something

Question 23

How is scarcity used in advertising

Answer 23

Limited availability of products enhances value perceptions and purchase intentions

Question 24

What is the Psychological Reactance Theory

Answer 24

When people think their freedom is interfered with, they are more likely to want to possess the item more

Question 25

What is nextopia

Answer 25

Advertising for future products

Question 26

How does authority impact social influence

Answer 26

One complies to the request of someone who is legitimate (or perceived) authority

Question 27

What is unity

Answer 27

One complies to the request of those who share one’s identity (ex. Vegetation, green part, ect)

Question 28

How does unity affect social influence

Answer 28

The more values you share with your shared identity, the more likely you are to comply with their requests