Week 10 - Persuasion 3 (Cyberpsychology) Flashcards
In what different kinds of settings (4) can social influence occur?
Online gambling
Social media
Online forum
Online shopping
What are the 2 main types of social influence?
Informational Influence
Normative Influence
When does Informational Influence occur?
Occurs when information is accepted from another as being right
When does Normative Influence occur?
Occurs when we accept because we want to fit in and be accepted by the source of information
What are the 3 underlying processes of social influence?
- COC
Compliance
Obedience
Conformity
When does Compliance occur?
When people accept the demands, wishes or suggestions of others
What is compliance? What change is the primary goal?
An external or obvious change in behaviour in response to a direct request
Behavioural change is the goal, there is no attitudinal change.
What is Obedience?
Any behaviour that is compliant with a direct command by a person in position of authority
eg child cleaning room when asked
What is Constructive Obedience?
Occurs when someone complies with the order of a social authority that results in some kind of benefit to the compliant or to larger society
eg victim obeying emergency personnel
What is Destructive Obedience?
Occurs when individuals comply with the direct/indirect order of social, military or authority that results in negative outcome
eg soldier obeying to attack innocent
What is conformity?
The adjustment of one’s opinions, judgements or actions that they become more consistent with those of others
Conformity results in changes to what?
Attitude
Conformity includes what (2) things?
Compliance and Conversion
Which 2 social influences create a change in behaviour and attitude, respectively?
Compliance and Conformity
What are the 2 persuasion models?
The Yale Model of Persuasive Communication
The Elaboration Likelihood Model
The Yale Model has 3 important characteristics, what are they?
Characteristics of the source/sender
Characteristics of the message itself
Characteristics of the audience
What are the important characteristics of the source/sender? (3)
Personality, Intelligence, Attractiveness
What are the important characteristics of the message itself? (3)
Is it factual
How strong is the argument
Does it appeal to emotions
What are the important characteristics of the audience
Who is the target audience
What are their needs/concerns
Do they identify with the speaker
Elaboration Likelihood Model embeds what 3 things?
Emotions
Motivation
Cognition
What are the 6 principles to enhance online compliance and persuasion?
Reciprocity Liking Scarcity Social Proof Commitment and Consistency Authority
What is Reciprocity
Refers to our sense to repay the favour or anything positive we receive eg a follow
How does Liking enhance?
The fact that we are more willing to comply with requests of someone we like (trust)
How does Scarcity influence?
Things become more appealing when their availability is limited
How does Social proof influence?
We look to others for guidance on how to behave in a given situation
How does Commitment and Consistency influence?
We like to appear consistent, if we say we are going to do something we will
How does Authority influence?
If someone who is giving the message is an authority figure, we are more likely to comply
What is the Foot In The Door Technique (FITD)?
From smaller (likely to be agreed to) to larger requests eg online petition - facebook group
What is the Door In The Face Technique (DITF)?
From a larger (unlikely to be agreed to) to smaller requests
- less likely to comply without been given the larger request
What is the Affiliative Phenomenon?
We agree to the second request because we feel obliged
What are Advergame’s?
Video games designed to work as advertisements to promote brands
What is the purpose of advergame’s in company websites?
To entice users to visit and stay on their websites
Advergame’s succes (3) (what is it useful for?)
Useful for capturing people’s attention
Helps with product/message retention
Directly linked to sales
What are the (6) persuasive strategies for Advergame’s?
Objectives Integration of products Target of the campaign Visibility Credibility Playability
What does it mean by Integration of Products?
The characteristics of the product and strategy chosen to advertise it
What is Associative integration?
Advertisement is not present (lowest level of product game relation)
What is Illustrative integration?
Present products but are not a stimulation of it
What is Demonstrative integration?
Games that are a stimulation of products (highest level of product integration)
What is considered in the target of the campaign?
The demographics
Attitudes
The message
What does it mean by Visibility?
Making players aware of existence in advergames
What does it mean by Credibility?
Extent to which players perceive claims as true
What does it mean by Playability? How is it measured?
Degree to which the game is fun to play
- Measured by achieving goals
