COMM 318 1st edition Lecture 23 Outline of Last Lecture I. Conformity & Group Influence Outline of Current Lecture II. Interpersonal Influence Current Lecture(23)Tuesday, April 28, yINTERPERSONAL INFLUENCEI. Compliance GainingA. persuasion1. focuses on changing attitudes to change behavior B. compliance-gaining1. an attempt to induce a behavior—regardless of the individuals attitude II. 6 Pillars of Interpersonal InfluenceA. PILLAR 1: RECIPROCITY1. Goulder’s “norm of reciprocity”2. must give back what we take3. possible operating mechanism: guilt4. reciprocity in action: the free sampleB. PILLAR 2:COMMITMENT & CONSISTENCY1. once we make a choice or take a stand we will encounter personal and interpersonal pressure to behave consistently with that commitment2. public commitment is key3. consistency is keya) allows us to predict our behavior and the behavior of others4. possible operating mechanism: dissonance, impressions management 5. commitment & consistency in action: hazing C. PILLAR 3: SOCIAL PROOF1. we view behavior as correct in a given situation to the degree that we see others performingit2. especially in high-uncertainty situations3. possible operating mechanism: social norms4. social proof in action: 50,000 Americans cannot be wrong D. PILLAR 4: LIKING1. we most prefer to say yes to the request of people we know and like2. attractiveness, similarity, compliments and familiarity foster liking 3. possible operating mechanism: likingThese notes represent a detailed interpretation of the professor’s lecture. GradeBuddy is best used as a supplement to your own notes, not as a substitute.4. liking in action: tupperware party E. PILLAR 5: AUTHORITY1. we are trained from birth to believe that obedience to proper authority is right and disobedience is wrong2. response to authority is adaptivea) practical advantages of complying with those people who had power over us3. authority can be counterfeiteda) titles/clothing4. possible operating mechanism: power5. authority in action: security guard F. PILLAR 6: SCARCITY1. rule of few2. opportunities seem more valuable to use when they are less available3. possible operating mechanism: reactancea) scarcity represents a lost/threatened freedom4. scarcity in action: beanie
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