Chapter 6 Guided Notes Conformity Define Conformity and give an example adjusting one s behavior or thinking to coincide with a group standard Ex Copying voices and expressions accent pitch smiling yawning in conversations Define compliance outwardly conforming while inwardly disagreeing in order to get reward or avoid negative consequence Ex Pretending to agree with your boss because you think it will help you out How is obedience related to compliance Obedience complying to a direct demand Ex Following your parents instructions Someone tells you to do something so you do it both are types of conforming How is acceptance different than compliance Acceptance outwardly AND inwardly conforming to social pressure Different because it involves an inward compliance starting to believe in what you are conforming to and actually change Three Classic Studies Define methodology the procedure used to answer research questions Focus of Study Methodology Results and Conclusions Name of Researche r Sherif Formation of norms Participants estimated the movement of a pinpoint of light in a dark room it wasn t moving at all Estimations conformed over time We are highly suggestible in Came back the next day and estimated it with two other participants many contexts Our opinions change based on other people s even when there is no pressure 37 of the time the participant conformed Although most people did not conform a good amount did with minimal pressure Participants say in a room with six other participants really confederates Confederate accomplices of the experiment After the six others the participants estimates which comparison line matched the standard line All six others begin to lie on purpose Participant randomly assigned to be the teacher to another participant who is the learner The experimenter in a lab coat instructs the participant to chock the learner when he gets something wrong at increasingly higher levels Participant hears grunts shouts cries from learner More than half of participants kept shocking past the danger level even though they thought he was hurting Were they sadistic jerks No they were normal people who were extremely guilty and anxious during the experiment Most of us are conditioned to obey authority Conforming to the group Asch Milgram Obedience When are we more likely to conform obey When are we more likely to obey 1 more likely to obey when other people are also obeying ex classroom experiment 2 when the group or person is of higher status than we are seems credible ex We rarely question doctors Milgram s experiment the lab coat effect Children from low low SES families as less questions that children from high SES families When are we more likely to conform 1 when more people are around the bigger the group the more pressure you feel to confirm to social norms ex Relaxing at home you act differently than relaxing with others 2 when our group is cohesive cohesive the extent to which group members are bound to one other ex Group identities influence how you act and makes you more likely to conform Define normative influence conformity based on desire to fulfill others expectations and the motivation to be accepted by others Why conform do we always conform We want to be liked Ex Peer pressure We want to be right Define informational influence conforming based on accepting the views of other people as correct Ex When unsure how to act in a formal situation you might look to groups of people who seem more knowledgeable and copy them we still have a desire to see ourselves as unique and free individuals Define reactance when one s freedom is threatened individuals respond by asserting their own freedom If you tell someone they cant do something they may start wanting to do it Chapter 7 Guided Notes Persuasion Different Routes Persuasion the process by which a message influences one s beliefs attitudes behaviors Define central route to persuasion and give an example Focus on the arguments and logic influenced by deep cues Ex I like Obama because of private sector jobs I don t like him because of the unemployment rate Define peripheral route to persuasion and give an example Focus on incidental information influences by superficial cues Ex I like Obama because he s cute I don t like him because of his race When is peripheral route most effective 1 the individual is going to make a snap judgment 2 when the action wanted is a one time decision 3 when you want to build a positive implicit association over time Ex Dos equis ads most interesting man When is central route most effective 1 the individual has time to think about the decision 2 you want the change to be in explicit attitudes Ex Getting people to vote for you 3 when you want enduring change long term Ex Ads to get people to quit smoking Persuasion The Communicator To be effective the communicator must be a credible authority Credibility the extent to which a person is perceived as an expert and trustworthy How do you establish credibility Knowledgeable confident not self interested A communicator must also be attractive more persuasive when attractive physically intellectually etc Persuasion The Message Why are emotional appeals effective at persuading Emotional appeals Ex Good feelings Darth vadar commercial graham crackers Fear texting and driving What is a two sided argument When people don t agree with you initially acknowledge their side of the issue while making your own argument Define the primacy effect Information presented first is most memorable and influential When is the primacy effect most likely to happen Especially when both arguments are presented followed up a time gap before a choice is made Define the recency effect Information presented last is most memorable and influential When is the recency effect most likely to happen Happens when there is a time gap between message 1 and 2 followed by a choice How does face to face messaging compare to mass media messaging More persuasive than mass media Example door to door campaigning versus commersials call emails Persuasion The Listener Someone is less likely to be persuaded by your message if they are 1 generational differences attitudes become solidified at a fairly early age teens and young adults more likely older adults less likely 2 forewarning when the opinion is known in advance defenses go up harder to sway 3 distracted vs involved ex Discussing your opinions in groups vs only listening to a lecture Political Persuasion Specific
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