PSY 223 1nd Edition Lecture 11Outline 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 LectureAudience/Receiver Variables of Persuasion- Need for cognitiono People high in need for cognition are more persuaded by central route messages than byperipheral route messages- An audience that is forewarnedo 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 (inoculationhypothesis) Reactance effect—psychological reactance that no one is going to change your mind- Self-monitoring: degree to which you respond to changeso High self-monitors are more affected by persuasive messages that include imageso Low self-monitors more responsive to information- Cultureo People from different cultures respond differently to messagesThese 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 Influence3 specific areas:1. Conformity—lowest level2. Compliance3. Obedience—highest levelConformity: 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 disordersSome 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 themInformational conformity: conformity based on the desire to be accurate or wanting to be rightUse other people as informationConform because other people are seen as correct or as having more informationThink other people are accurate and you want to be accurate so you go with itSerif’s conformity study: male subjects first provided their judgments (alone) on how much a dotof 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 acceptedGo with what other people say because you want to be likedStudy: line study with 6 confederates2 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 withthe group when they really don’ta. 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 saidFactors affecting conformity pressure:Ambiguity—more ambiguity then less likely to conformGroup 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 conformAnonymity—if you can stay anonymous less likely to conformExpertise of others—if you think they are experts then conformCultural factors—collectivists more likely to conformGender—depends on what topic isWhen 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 majorityMinority can influence majority under certain circumstancesStyle is important (persistent, forceful)—how they get their power When they have built up idiosyncrasy creditsBy affecting private conformity ComplianceCompliance: changes in behaviors that are elicited by direct requestsFactors 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