Book Class Study UNIT 3 SOP3004 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 ones emotions opinions or behaviors are affected by others Feeling obligated to repay what others have done for you Consistency and Commitment Feeling compelled to act in ways that are consistent with our previous choices Reciprocity Scarcity Rare opportunities are more valuable than plentiful opportunities Capturing and disrupting attention Go off normal track of thinking unusual request Describe and give examples of 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 Foot in the door gets someone to comply with a large request by first making a small request consistency and commitment Freedman and Fraser 1966 Wanted to convince people put up a huge billboard in their front yard Those who were asked to do something smaller first were more likely to comply 76 Low Ball Involves shifting from a smaller request to a larger request after the person has committed to the small request consistency and commitment Burger and Cornelius 2003 Told people they could get a free mug if they ran a race Control initial request Low ball wait for response before telling them the race is at 8 am Interrupt don t wait for response before telling them the race is at 8 am Those in the low ball condition complied the most 39 7 Involves making a great offer and then switching to a less desirable offer consistency and commitment Assigning a label to an individual and then requesting a favor that is consistent with Bait and switch Labeling that label consistency and commitment Door in the face 1 Book Class Study Involves making an inflated request and then retreating to a smaller request Reciprocity Burger et al 1999 Final request was for participant to work 11 2 Saturday Control no initial request Moderate initial request work 11 5 Saturday Large initial request work 11 2 Saturday and Sunday Highest number of compliance moderate initial request Begin with an inflated request that is quickly followed by a discount or bonus Reciprocity That s not all Pique Capture the targets attention by making the request novel to increase the chances of compliance with the persuasive request Based on influence Capturing and disrupting attention Disrupt then reframe A non sequitur or unexpected element is introduced to provide a momentary disruption that interrupts critical thinking and increases the chances of compliance with the persuasive request Define obedience and know some factors that influence obedience Based on influence Capturing and disrupting attention Deferring to people in position of authority Factors that influence obiedience Procimity to authority figure Prestige of authority figure Milgram Told participants to shock a confederate Tested how far they strongly they could get participants to shock the confederate as he was screaming and begging for them to stop Most people obeyed the authority and continued to shock despite the pleas Zimbardo 1971 Recruited college students as participants made half of them prisoners and half of them guards Prisoners were referred to as a number and dressed as prisoners Within 2 days guards began to treat prisoners cruelly Study was shut down after 6 days 6 of 14 because prisoners were having mental Describe some ways in which authority is communicated breakdowns Title of person Clothes they are wearing 2 Book Class Study Participant sat in a room of confederates and was shown a test line and three options Wealth Define conformity Following the crowd Asch 1955 one of which matched the test line Asked which one was the same length The confederates said the wrong answer Tested if the participant would conform List and define two reasons why people conform Normative influence People want to be accepted If I drink with my friends they ll accept me Informational influence People think others are right every person isn t wrong Define persuasion An attempt to change a person s attitude The process by which a message induces change in beliefs attitudes or behaviors Dependent on social concepts and principals Petty Wells and Brock 1976 Participants listened to arguments on tuition raise for next year Argument strong facts vs weak opinion Distraction low x flashed every 15 seconds vs high x flashed every 5 seconds Argument agreement was the highest when people had low distraction with a strong Compare and contrast the central and peripheral routes to persuasion Describe some factors that influence people s motivation and ability to persuade argument Central Conscious processing Deep processing thoughtful Peripheral Automatic processing Shallow processing thoughtlessly Motivation Personal relevance Need for cognition Mood Ability Time Mental resources Communicator Look at the credibility of the source Expertise 3 List the four elements of persuasion and describe the subsets of each element Book Class Study Trustworthiness Look at the appearance of the speaker How similar are you to them How physically attractive are they Message Reason vs emotion Depends on the audience Formation of initial opinion Good feelings are more persuasive When using fear you must provide an alleviation for the fear Method of communication Personal vs media influence Face to face is more persuasive Audience Age plays a big factor Children are easiest to persuade Also depends where you grew up Doesn t work when we think of counterarguments Describe some ways to resist persuasion Strengthen personal commitments Challenge beliefs Develop counterarguments Chapter 9 Prosocial Behavior Explain the differences between prosocial behavior benevolence and pure altruism Describe the two requirements for an act to be prosocial Must be intentional Must benefit others Prosocial behavior Any action intended to benefit another Motive is irrelevant Example give a big tip to impress your date Benevolence Pure altruism Benefits another intentionally for no external reward Donate to charity to make yourself feel good Benefits another intentionally for no external or internal reward Jumping in the road to help someone who has fallen Define the Bystander Effect and describe the 5 steps of Darley and Latane s
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