Learning Objectives Chapter 8 Social Influence and Persuasion Define social influence and describe the four major techniques of social influence reciprocity consistency and commitment scarcity capturing and disrupting attention Social Influence occurs when one s emotions opinions or behaviors are affected by others Examples of social influence Four major techniques of social influence 1 Reciprocity feeling obligated to repay what others have done for you Washing hands in the bathroom People do things in crowds they would never do alone The Heaven s Gate mass suicide Examples o Door in the Face Technique o That s Not All Technique 2 Consistency and Commitment feeling compelled to act in ways that are consistent with our previous choices Examples o Foot in the Door Technique o Common technique for Recruitment to groups a Would you like a pamphlet Sure I ll throw this away for you b Would you read the pamphlet c Can we come and talk to you about the pamphlet I guess so Sure why not d Now that you ve heard our point of view would you like to join our complex Can I get a two bedroom e So you re here now could we please have your first born child for sacrifice I guess so I must be pretty committed to the cause as I ve done everything else you ve asked of me 3 Scarcity rare opportunities are more valuable than plentiful opportunities o Low Ball Technique o Bait and Switch Technique o Labeling Technique Examples o Limited number Technique o Fast approaching deadline Technique 4 Capturing and Disrupting attention Examples o Pique technique o Disrupt Then Reframe Technique Understand some of the prominent strategies of social influence Door in the face That s not all Foot in the door Low ball Bait and Switch Labeling Pique Disrupt then reframe Also know what technique each strategy relies on Door in the face gaining compliance with a request by preceding it with a larger request one they are likely to turn own Why does it work o Reciprocity they are making a concession or compromise Initial commitment leads to subsequent consistent behavior That s not all begins with request but prior to response adds in bonus Buy one get one free Foot in the door gaining compliance with a request by first gaining compliance with a smaller request Low ball requester gets a person to comply with a seemingly low cost request only to later reveal hidden additional costs Wii for sale 50 Oops I made a mistake actually 100 Bait and Switch draw people in with an attractive offer and switch them to a less attractive offer that is available Car dealers advertisements in stores Labeling assign a label to someone and then request favor that is consistent with that label Potential voters Pique making an unusual request that leads people to pay attention Asked for 17 cents or for spare change Disrupt then reframe make statement that goes off normal track of how person thinks 3 vs 300 pennies Define obedience and know some factors that influence obedience Obedience deferring to people in positions of authority Factors that influence obedience Proximity to Authority Figure o Telephone vs In person Prestige Authority of Authority Figure o Bridgeport Office vs Yale Describe some ways in which authority is communicated How is authority communicated Title Professor vs Lecturer Clothes Passerby followed orders of person dressed as security guard more often than when dressed in plain clothes or as milkman People waited longer to honk when behind luxury car at green light than Wealth economy Define conformity Conformity following the crowd List and define two reasons why people conform Why conform Motivation 1 Normative influence 2 Want to be accepted Informational influence Think others are right Define persuasion Persuasion the process by which a message induces change in beliefs attitudes or behaviors Dual Process Models Deep processing thoughtfully o Central Route Shallow Processing thoughtlessly o Peripheral Route To consider information at a deep level need to have o Motivation o Ability Compare and contrast the central and peripheral routes to persuasion Central Route High motivation and ability to think about the message Deep processing Persuaded by Low motivation or ability to think about the message Argument quality Peripheral Route Shallow processing Persuaded by Source expertise Number of arguments Source attractiveness Describe some factors that influence people s motivation and ability to persuade Factors that influence motivation Personal relevance Need for cognition I like to think a lot Mood Factors that influence ability Time Messages can come quickly Do we have time to process them Mental resources Our mental capacities are limited Do we have other things on our mind Know what makes a source credible Credibility of the source Expertise Believability Know a lot about something Speaking confidently Trustworthiness Eye contact Act like you aren t trying Argue against your own self interest Talk fast less trustworthy Matter of subjective preference Similarity wins out over expertise Matter of fact Expertise becomes more persuasive Know when expertise or similarity is more important for persuasion Studies you should know Burger et al 1999 Goal get people to work from 11 2 on Saturday Control no initial request Moderate initial request Work from 11 5 on Saturday Large initial request Work from 11 2 on Saturday Sunday Control Condition Moderate Initial Request Large Initial Request 14 complied 23 complied 10 complied Door in the face only works if the initial Larger request seems reasonable Also request needs to be made by same Person who made initial request Freedman Fraser 1966 Could researchers convince homeowners to put up huge billboard in their front yard Condition Request Alone Smaller Prior Request Compliance 17 76 Burger Cornelius 2003 Run a race for charity and get a free mug Control condition initial request Low Ball condition wait for response before saying the race is at 8 a m Interrupt condition do not wait for response before saying the race it at 8 a m Control Low Ball Interrupt Only works if you make an initial commitment 15 7 complied 39 7 complied 14 5 complied Milgram 1963 Focused on the conflict between obedience to authority and personal conscience P s 40 males 20 50 years old P s were introduced to a confederate Milgram P s drew straws to determine their roles After he learned a list of word pairs the teacher tested him by name a word and Learner was strapped to a chair with electrodes
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