Social Influence - Compliance

Question 1

What is Compliance?

Answer 1

-Superficial, public, and transitory change in behavior and expressed attitudes in response to a request

Question 2

Describe Power as Influence?

Answer 2

-Options open to an individual
- Capacity to influence others while resisting their attempts to influence

Question 3

What is Social Power?

Answer 3

Social power: can refer to the ability to control or influence another’s thoughts, feelings, or behaviors in meaningful ways
(French & Raven,1959)- Social agent (person, a role, a norm, a group, or part of a group), influences (intentional or non-intentional), the person

Question 4

What is Legitimate Power?(French & Raven 1959)

Answer 4

• Involves some sort of code or standard, accepted by the individual by virtue of which the external agent can exert power.

Question 5

What is Reward Power?(French & Raven 1959)

Answer 5

• Ability to award positive desired
  outcomes e.g. Raises, Promotions, training opportunities

Question 6

What is Expert Power?(French & Raven 1959)

Answer 6

• Strength varies – extent of knowledge or perception
• Expert power when agent needs not be a member of persons group = informational power (Deutsch & Gerard, 1955)

Question 7

What is Referent Power?

Answer 7

• Feeling of oneness or desire for such an identity - Affiliation

Question 8

What is Coercive Power?

Answer 8

• Threat of force to gain compliance – economic, social, political, or physical
• Expectation of punishment if fails to conform to influence attempt
• Restraining forces may be needed

Question 9

Name the Basic Principle techniques for gaining compliance?

Answer 9

1. Scarcity
2. Social Validation/Proof
3. Authority
4. Reciprocity

Question 10

Describe Scarcity?

Answer 10

• Signals value > desirability
• Influence agents draw on scarcity principle e.g. Very popular, Time restricted, Inherently limited in supply
• Scarcity may trigger loss aversion –e.g. negative consequences

Question 11

What is Social Validation?

Answer 11

• When uncertain (Sherif, 1936; Wooten & Read, 1998) – observe others around them to help decide
• In-group members – more powerful
• Similarity between target and another group member

Question 12

What is Authority?

Answer 12

-Defer to agent perceived to be an expert or trustworthy – (Cialdani, 2009)
- Deference to authority more likely when….
Individual lacks experience or Outcome of choice is critical
- social dominance cues and Agent displaying status products can signal authority

Question 13

What is Reciprocity?

Answer 13

• comply more with those who have provided – gift, favor, concession than from someone that hasn’t (Experiment - Cialdini, 2009)
• Most research - strangers in experimental labs or naturalistic observation
• Act of offering more important than economic value
• 3 types of social obligation - give, receive, repay (Sundie et al., 2012)

Question 14

Describe Tactics based on reciprocity
That’s not all (TNA)?

Answer 14

1 cupcake & 2 cookies for 75 c 40%complied
1 cupcake for 75 c No wait…. 1 cupcake & 2 cookies for. 75 c 73% complied
- Sales technique in which the persuader makes an offer and then adds something extra to make offer look better.

Question 15

What about Friendship/Liking?

Answer 15

• More inclined to comply with friends or people we like than strangers
  -Liking enhanced by feelings of similarity / familiarity e.g. common interests
• Attracted to products that signal unique aspects of identity, especially linked with an ingroup – (Berger & heath, 2007)

Question 16

What are some Tactics based on friendship/liking?

Answer 16

• Ingratiation as a compliance strategy- interest, valuing other’s opinion, as well as positive self-presentation
• Often through flattery, Effect of good will persists- Experiment: customer compliment > greater tips (Seiter & Dutson, 2007)
• Commitment and consistency- If perceived as reliable / trustworthy – generally commit to rule of “stick to commitment” (Cialdani, 2009)
  -Being reliable/trustworthy = desirable attribute.

Question 17

What is Low Balling?

Answer 17

Pitching an attractive offer and then increasing the price- Public rather than private commitments more impact (Cialdani
& Trost, 1998)

Question 18

What is the Door in the Face Technique?

Answer 18

Begin with a very large request that will be rejected, then follow that up with a more moderate request.

Question 19

When will the minority influence the majority?

Answer 19

Questioning established societal perceptions& Proposing alternative ideas to existing social norms.

Question 20

Describe Minority Influence?

Answer 20

• Sometimes a minority opinion can influence
  -Nemeth 1977: In Simulated jury experiment, Nemeth 1977] minority more influential when…………… Consistent and persistent in its viewsand Elicits defections from the majority.
  -Creator of uncertainty and conflict within the majority
  -Majority…… privately rather than publicly admit to being influenced and not wanting to be seen as “deviant”