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ISU PSY 223 - Persuasion and Social Influence
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PSY 223 1nd Edition Lecture 11 Outline of Last Lecture I Ch 6 contd a Cognitive Dissonance Theory b Self perception Theory II Persuasion a Central Route b Peripheral Route III Persuasive messages Outline of Current Lecture IV Audience Receiver Variables of Persuasion V Social Influence a Conformity b Compliance Current Lecture Audience Receiver Variables of Persuasion Need for cognition o People high in need for cognition are more persuaded by central route messages than by peripheral route messages An audience that is forewarned o If you forewarn an audience that someone is going to try to persuade you then you are usually less likely to change 1 explanation cognitive explanation you have time to think about it and come up with your own arguments and why your stance is the correct one inoculation hypothesis Reactance effect psychological reactance that no one is going to change your mind Self monitoring degree to which you respond to changes o High self monitors are more affected by persuasive messages that include images o Low self monitors more responsive to information Culture o People from different cultures respond differently to messages These 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 In Korea persuade using advertisement with family In America persuade with treat yourself Social Influence 3 specific areas 1 Conformity lowest level 2 Compliance 3 Obedience highest level Conformity tendency for people to change their perceptions opinions and behaviors in ways that are consistence with group norms may not even know you are doing it tattoos on professional athletes eating disorders Some social influence is automatic when we see others behave in a certain way we are more likely to act the same way Automatic mimicry if I start scratching my head when I m talking to you then you may do it too Then if surveyed how much you like each other the more you mimic each other higher you rate that you like them Informational conformity conformity based on the desire to be accurate or wanting to be right Use other people as information Conform because other people are seen as correct or as having more information Think other people are accurate and you want to be accurate so you go with it Serif s conformity study male subjects first provided their judgments alone on how much a dot of light was moving in a dark room reported very different length some said 9 some said 3 Later in a group participants converged on a common perception Normative social influence conformity based on the desire to be liked or socially accepted Go with what other people say because you want to be liked Study line study with 6 confederates 2 types of influence lead to 2 types of conformity 1 Private conformity the change of beliefs that occurs when a person privately accepts the position taken by others true acceptance a Know someone does this because test person after and they still say the same thing still say the number group came up with in light study 2 Public conformity refers to superficial change in behavior People may pretend to agree with the group when they really don t a Line study when someone wrote it on piece of paper and say it out loud they would the true ones that matched on the paper but said out loud what everyone else said Factors affecting conformity pressure Ambiguity more ambiguity then less likely to conform Group size 4 is magic number more or less than that does not influence conformity Group unanimity vs ally in dissent when you have an ally you are less likely to conform Anonymity if you can stay anonymous less likely to conform Expertise of others if you think they are experts then conform Cultural factors collectivists more likely to conform Gender depends on what topic is When someone resists normative pressure the group may initially increase communication with the deviant but then will ignore him or her if he she can t be convinced Minority influence on the majority Minority can influence majority under certain circumstances Style is important persistent forceful how they get their power When they have built up idiosyncrasy credits By affecting private conformity Compliance Compliance changes in behaviors that are elicited by direct requests Factors that lead to compliance The request is a surprise can lead to mindless compliance example on subway someone says give me your seat or unusual The request sounds reasonable i e a reason is given excuse me can I use the Xerox machine I am in a rush


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ISU PSY 223 - Persuasion and Social Influence

Type: Lecture Note
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