Week 6: Social Influence PDF

Summary

This document discusses social influence, comprising topics such as conformity, obedience, and the elaboration likelihood model. It also looks into different manipulation tactics and the roles of heuristics. The document provides detailed explanations and examples related to social psychology concepts.

Full Transcript

**Week 6: Social Influence** - **Social Influence** is the effect that words, actions or the mere presence of people has on our attitudes, thoughts, feelings and behaviours. **Change in thoughts, feelings and behaviour due to the behaviour or existence of other people** - **Conformity...

**Week 6: Social Influence** - **Social Influence** is the effect that words, actions or the mere presence of people has on our attitudes, thoughts, feelings and behaviours. **Change in thoughts, feelings and behaviour due to the behaviour or existence of other people** - **Conformity** is the change in one's behaviour due to the real or imagined influence of other people. Asher's line study examined this. **Change in behaviour due to the behaviour or existence of other people** - **Obedience** is the change in behaviour in response to direct order from authority. Migrams electric shock experiment. **Change in thoughts, feelings or behaviours in accordance with orders from authority** **Social Influence Type 1 is the** **Elaboration Likelihood Model** - **Two dual ways we process social influences** 1. **Central Route**: used to respond to persuasion, we need all the information at hand, we need time to consider our options, we must use objective information - **Critical thinking** - **Person has motivation** - **Has the ability** - **Has the opportunity to consider information** - **Attitude changes last longer** - **Cognitive more predictable behaviour** 2. **Peripheral Route:** We use heuristics, rules of thumb, quick thinking, our frequent common response, and very automatic responses. - **Heuristic** - **Lacks motivation to decide** - **Lacks the ability to decide** - **Lacks opportunity to consider things critically** - **Durable attitude change is less likely** **(Langer et al 1978) Peripheral Route** - Line up for photocopier - Gave any excuse to cut in line worked 94% of the time - People respond automatically when they hear "because.." regardless of the excuse that follows. - We don't really listen, the heuristic takes over and triggers compliance **Tactics of Manipulations** - All manipulation relies on heuristics ( mental shortcuts) - Replying automatically without much thought before responding - Happens when we are familiar with a stimuli - Influence peoples attitudes **Tactic of Manipulation 1** **AUTHORITY** - When someone says something and we interpret them as being an expert, they can manipulate us easily - We defer to credible experts and authority figures to help us decide how to behave - We defer to experts when we feel ambivalent - We defer to experts when it feels ambiguous situation - They don't have to be real authority **Tactic of Manipulation 2** **SCARCITY** - If its rare its valuable - The shorter supply the more desirable - " closing down sales" - People don't want to miss out **Tactic of Manipulation 3** **RECIPROCITY** - We feel the need to repay others for gifts or favours **REGAN (1971): Reciprocity Study FREE COKE** - Raffle tickets purchased after free Coke-Cola - People bought 500% more raffle tickets after being given a free drink - We repay favours even if we don't know the person or want the gift - We repay favours that are different from the exact one they gave us - We will return the favour worth more than the original favour was valued - Feel a strong sense of owing a person - Repaying reduces our discomfort and guilt and keeps social favour **HITOKOTO (2016): Reciprocity North America Vs Japan** - Collectivist cultures have higher feelings about indebtedness to others when someone does them a favour compared to individualistic cultures - We feel more indebted to a stranger who helps us than a friend - Collectivists are less likely to accept gifts or favours that they are unable to return. **Tactic of Manipulation 4** **RECIPROCITY VS CONCESSIONS** **THE DOOR IN THE FACE TACTIC.** **Big request, followed by rejection, small request accepted** 1. Used by salespeople 2. Offer high price first 3. Offer is rejected 4. Lower the price 5. Offer is accepted RECIPROCITY **via concessions** **CIALDINI ET AL. (1975, Study 1): Chaperone juvenile detention center inmates on a trip to the zoo** - Use of heuristics and peripheral route quick thinking happened - The way you structure your request leads to greater compliance RECIPROCITY **via concessions** **MILLER ET AL. (1976):** - We are more likely to actually do the smaller favour after a larger favour was offered first - People feel responsible for the outcome when people make a concession for them and offer a lower rate, they are more likely to follow through and purchase or act **Tactic of Manipulation 5.** **LIKING** **Regan (1971)** - People tend to favour and comply with people they know and like - Liking someone leads to higher compliance rates **4 LIKING HEURISTIC MENTAL SHORTCUTS** 1. **CONTACT AND COOPERATION** - We like people the more we interact with them - The more we cooperate with them - The more repeated exposure the more we like them 2. **CONDITIONING AND ASSOCIATION** - We can be conditioned to like people or objects that we associate with goodness - Positive associations are connected to the other message through conditioning: - Using conditioning and association to increase liking a product In an add 3. **PHYSICAL ATTRACTIVENESS** 4. **SIMILARITY** **Tactic of Manipulation 6.** **LIKING: PHYSICAL ATTRACTIVENESS** - **HALO EFFECT** - We tend to think people who are physically attractive must have other attractive qualities, such as: - Expertise - Trustworthiness - We automatically assume attractive people are - Smarter - Kinder - Socially skilled - This is automatic heuristic shortcut (Clifford & Walster, 1973) - More attractive kids rated brighter and more successful on school report card (Pfann et al., 2000; Johnson, 2010) - More attractive earned more money (Dipboye et al., 1977) - More likely to be hired for a job (Berggren et al., 2017) - Receive more votes in politics (Kurtzburg et al., 1968) - Less likely to return to jail **Tactic of Manipulation 7.** **LIKING: PHYSICAL ATTRACTIVENESS:** **CONDITIONING AND ASSOCIATION** LIKING **VIA PHYSICAL ATTRACTIVENESS and conditioning and association** **PRAXMARER (2011):** - Positive correlation between attractiveness and expertise and trustworthiness - The more attractive a person in an ad the more likely we are to believe the information **Tactic of Manipulation 8.** **LIKING: SIMILARITIES** **(Heider, 1958)** - People who are together tend to be similar on a range of variables, age, education, race - Similarities create an instant bond - We like people similar to us **BURGER ET AL. (2004, STUDY 1): Similarity** - People who share the same birthday were more likely to comply than those who didn't - Similarities make people comply - Make you more willing to donate to charity when believe you share the same first name as requester - More willing to help others with a common finger print similarity **(Jiang et al., 2010)** - Similarities Improve positive attitudes (Emswiller et al., 1971; Suedfeld et al., 1971) - Similar dress style more willing to sign a petition **Tactic of Manipulation 9.** **LIKING: SIMILARITY** **CHAMELEON EFFECT** - Non-couscious mimicry of postures, mannerisms, facial expressions and others' behaviours when interacting - Smooths social relationships - Rapport building - Can mistake someone for a friend **CHARTRAND & BARGH (1999): Chameleon Effect** - We unconsciously mimic others **KULESZA ET AL. (2016):Chameleon Effect** - The chameleon effect of mimicking only works if the person is unaware the other person is mimicking them **Tactic of Manipulation 10.** **LIKING: SIMILARITY** **THE ECHO EFFECT** - Copying a persons speech and paraphrasing (Van Barren et al., 2003) (Kulesza et al., 2018) - Copying or paraphrasing results in a larger donation - The echo effect makes people like you more **Tactic of Manipulation 11.** **CONSISTENCY AND COMMITMENT** - Humans have a fundamental desire to be and appear consistent with their actions, statements and beliefs - Higher openness less affected by consistency - Higher in conscientiousness more effected by consistency and commitment - Constancy is valued - Inconsistency is not valued ![](media/image2.png) - Consistency is efficient - We only need to make one choice or take one option and stand by it - Consistency in others is desirable - Efficient use of heuristics - Less effort required - Reduces cognitive dissonance **Tactic of Manipulation 12.** **CONSISTENCY AND COMMITMENT** **FOOT-IN-THE-DOOR TACTIC** **Small request accepted, changed to big request now also accepted to remain consistent and commited** - Make a small request - Get the person to agree - Make a larger request - Person feels pressured to agree - If you agree to a small request you are more likely to agree to large request after **FREEDMAN & FRASER (1966, Study 2): Foot in the Door Tactic of Consistency** - What may occur is a **change in the person's feelings about getting involved or about taking action**. **Tactic of Manipulation 13.** **CONSISTENCY AND COMMITMENT** **LOW-BALL TACTIC** - Offer products at good value and price - Has hidden extras you have to purchase not mentioned earlier ![Cheap Flights \| Widest Choice & Book Online \| Flight Centre](media/image4.jpeg) **Tactic of Manipulation 14.** **CONSISTENCY AND COMMITMENT** **BAIT AND SWITCH** - Present product or good offer - Get agreement - Now not available or sold out - Change for a worse or more expensive product **Tactic of Manipulation 15.** **SOCIAL VALIDATION** - We look to others for cues on how to think, feel and behave - Others' actions validate our own - When we are uncertain we turn to others on how to correctly behave - Responsible for bystander effect **GUADAGNO ET AL. (2013):Social Validation** - **Quantity means good Quality** - Social validation increases behaviour - We are more likely to tip if there is money in the jar already - Canned laughter - Facebook likes - Night club line-up - " fastest-growing" - "best-selling" **Tactic of Manipulation 16.** **SOCIAL VALIDATION & LIKING** - Social validation is MORE effective when the person performing the act is similar to us **Tactic of Manipulation 17.** **CULTURAL DIFFERENCE** - **Collectivist Vs Individualistic Personality** - **Consistency and Commitment Vs Social Validation** - **Which has the biggest influence?** - Collectivist people NOT collectivist cultures increase the likelihood a person will comply when social validation is used - Individualist people, not cultures were more likely to comply when their OWN commitment and consistency is considered - Your personal style regardless of your culture is the strongest predictor of willingness to comply - A collectivist personality more influenced by social validation - More Individualist personalities more influenced by consistent behaviour and commitment behavours.

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