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
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•
•
•
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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