Transcript Example

Chapter 7
Social Influence and
Persuasion
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Social Influence
When a person or group uses any
type of social power to change the
attitudes or behavior of others in a
particular direction.
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Social Influence
1. Person (The Source)
• Persuading
• Threatening
• Promising
• Issuing orders
2. Causes another person (The Target)
• To behave differently than he or
she would otherwise behave
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Social Influence Factors
1. Reciprocity

Repay, in kind, what another
person has given us
• Examples:
• Give a flower-> Ask for a donation
• “Owing people Favors”
• Send pre-printed return address labels
with solicitation letter
Social Influence Factors
2. Consistency

People are more likely to go through
with something if they’ve already
made a public commitment

Consistency-> Strength

Inconsistency-> Weak
Social Influence Factors
3. Social Proof (Consensus)

What other people think is correct
• More people who believe, the more
the idea seems correct

“Pluralistic ignorance”: Each person
decides
– If nobody is concerned, nothing is
wrong”

Similarity: People just like us
Social Proof: Examples
Indirect evidence of popularity
“Billions served”
Success stories about others
Selling from home ads
Statistics show a majority of people
doing something desirable
Ex: 93% of Americans are on time with
mortgage payments in economic
crisis
More Social Proof: Examples

•
•
•
•
Examples:
Laugh tracks
Applause
Testimonials
Mob behavior
4. Authority

Sense of duty to authority

Adults do extreme things when
instructed by an authority
figure
Milgram, 1961: Looking for a
Nazi…and He Found...
4. Authority

Titles
 Uniforms
 Clothes
5. Likeability
We prefer to say yes to
someone we know and like
Examples: Likeability
5. Likeability
Compliance factors
 Physical attractiveness
• Success
• Smile

•
Association with positive things
• Fun
• Excitement
• Food
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6. Scarcity


Opportunities more valuable when
availability is limited
Competition:
 “Be the first to call”!
 “Call soon. Supplies are limited”!
Two Types of Social Influence

Informational influence
produces private acceptance

Normative influence produces
public compliance
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Techniques of Social Influence
1. Foot-in-the-Door Technique
• Small request to gain compliance with
larger request
• https://www.youtube.com/watch?v=YzQnqZzPHD
U&feature=related
2. Low-ball Technique
• Start with low-cost request and then
reveal hidden costs
• Example: Choose a flight, find out
about surcharges
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Techniques of Social Influence
3. Bait-and-Switch Technique
• Draw people in with attractive
offer—not available
• Switch to less attractive (more
expensive) available offer
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Bait and Switch
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Persuasion
Attempt to change attitudes or behaviors
(or both) without using coercion or deception.
Argumentation vs Persuasion

•
Argumentation:
• Presenting facts in logically sound
ways
Example:
• Evidence: Economy improved in 1980s
after President Reagan lowered taxes.
• Warrant: Improvement in economy is
caused by tax cuts, not by something
else.
• Claim: Lower taxes stronger economy
Persuasion

Three components:
• Who – Source of message
• Say What – Actual message
• To Whom – Audience
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Who: The Source

Source credibility
• Expertise
• Trustworthiness

Source likability
• Similarity
• Physical attractiveness
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The Source’s Expertise

High level of expertise  Greater
attitude change

Expertise interacts with target’s
involvement and knowledge

Little involvement  More attitude change

More involvement  Less attitude change
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Source’s Trustworthiness

Can the source be trusted?
•
May be an expert, but not credible
•
Motives (e.g., personal benefits)
•
Source’s goals and values
•
Goals & values similar to target’s
is more persuasive
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Example: Health Messages

Individuals who tell us how they
overcame previous undesirable
behaviors
• Losing weight--Subway’s Jared

Likeable Similar to audience

Mastery over behavior increases
credibility
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Say What: The Message

Reason Versus Emotion
 Reason:

Smoking is harmful to health based on the evidence
that "Cigarette smoke contains over 4,800 chemicals,
69 of which are known to cause cancer." (1)

Lady Gaga was more popular than Justin Bieber in
2011 because Gaga's fan pages collected ten million
more Facebook fans than Bieber's.
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Reason Versus Emotion

Emotion:

Support for
homeless
animals
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Fear Appeals
• Moderate fear appeals
• Most persuasive
• Elderly falling
• https://www.youtube.com/watch?v=bQlpDiXPZHQ
• Fear appeals + solution or
prevention= Persuasion
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Negative Political Campaigning

Negative campaigns involve risks
and benefits
•
Risk: Lower evaluations for both
•
Benefit: Effective as desperation
measure
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Class Discussion

Give an example when fear was used
to get you to change your attitude
about something.

Did it work?

Why of why not?
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Need for Cognition

How much individuals enjoy
thinking about issues
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Elaboration Likelihood Model
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One-Sided versus Two-Sided Messages

One-sided message emphasizes
only facts that support position
advocated by the source.
Example:
A student gives one reason why
he/she should take a week off
from school.
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Two-sided Message

2-sided messages present position
advocated by the source and by
opposing viewpoints

Example:
• Student gives reasons why he
should and should not be given a
week off from school
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Threats and Promises

Threat: Communication from one
person to another
• General form, “If you don’t do X, then
I will do Y.”

Promise: Reward controlled by source.
• Person using a promise says:
• “If you do X , then I will do Y.”
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Obedience to Authority

Authority: Capacity to issue
orders to others

People’s roles/positions give
them certain rights/obligations
•
Rights/obligations give one
person authority over another
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Lines of Authority
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Resisting Influence and
Persuasion: Attitude Inoculation

Attitude inoculation enables target to
defend beliefs against persuasion
attempts.
• Expose target to weak attacks
• Give opportunity to refute them
• Builds resistance
• Prepare for stronger attacks
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Attitude Inoculation

Example:
 High school students inoculated
junior high students against
smoking

Role-play peer pressure to smoke

Responses: “I won’t smoke just to
impress you”.
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Resisting Influence and
Persuasion: Forewarning

Warning of intent to persuade
• Heightens awareness

Reveal content of appeal
• Develop counter-arguments

Targets must care about the issue
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