Social Influence Exam Notes PDF

**Week 6: Social Influence - Exam Notes** **Social Influence** - **Definition:** The effect that words, actions, or mere presence of others has on our attitudes, thoughts, feelings, and behaviors. - Change in thoughts, feelings, or behavior due to others' influence. **Types o...

**Week 6: Social Influence - Exam Notes** **Social Influence** - **Definition:** The effect that words, actions, or mere presence of others has on our attitudes, thoughts, feelings, and behaviors. - Change in thoughts, feelings, or behavior due to others' influence. **Types of Social Influence** 1. **Conformity:** - **Definition:** Changing behavior to match the real or imagined influence of others. - **Example:** Asch's Line Study. - **Key Point:** People conform to fit in with a group or due to perceived social pressure. 2. **Obedience:** - **Definition:** Change in behavior due to direct orders from an authority figure. - **Example:** Milgram's Electric Shock Experiment. - **Key Point:** Obedience often involves complying with authority, even if it goes against personal beliefs. **Elaboration Likelihood Model (ELM)** - **Definition:** Explains two routes of persuasion and how we process social influence. 1. **Central Route:** - **Characteristics:** - Requires motivation, ability, and time. - Involves critical thinking and evaluation of arguments. - Leads to long-lasting attitude changes. - **Example:** Reading and evaluating an article carefully before forming an opinion. 2. **Peripheral Route:** - **Characteristics:** - Relies on heuristics (mental shortcuts). - Low motivation or ability to evaluate information. - Leads to temporary attitude changes. - **Example:** Agreeing with a product recommendation because of an attractive spokesperson. **Manipulation Tactics** Manipulation tactics often use heuristics to influence people's attitudes or behaviors quickly. 1. **Authority:** - People defer to credible experts or authority figures. - **Example:** Following a health tip because it's endorsed by a doctor. - **Key Point:** People comply more when they perceive someone as an expert. 2. **Scarcity:** - The belief that limited availability makes something more valuable. - **Example:** \"Limited time offer\" or \"closing down sale.\" - **Key Point:** People are more likely to act to avoid missing out. 3. **Reciprocity:** - People feel obligated to return favors, even if they are unsolicited. - **Example:** Regan (1971) study: People bought more raffle tickets after receiving a free Coke. - **Key Point:** We reciprocate even when we don't know the person or the favor. 4. **Reciprocity vs Concessions (Door-in-the-Face):** - **Definition:** Make a large request first (which gets rejected), then a smaller, more reasonable request that gets accepted. - **Example:** Salespeople initially offering a high price before lowering it to encourage a sale. - **Key Study:** Cialdini et al. (1975) -- People were more likely to agree to a smaller request after being asked for a larger one. 5. **Liking:** - People tend to comply more with those they like or find attractive. - **Example:** Regan (1971) found people are more likely to comply with requests from people they like. - **Key Point:** Familiarity, attractiveness, and similarity increase compliance. 6. **Liking - Physical Attractiveness:** - Attractive people are perceived as more trustworthy, expert, and friendly. - **Example:** The \"Halo Effect\" suggests we attribute positive qualities to physically attractive people. - **Key Study:** Clifford & Walster (1973) -- More attractive kids were rated as smarter and more successful. 7. **Liking - Similarity:** - We are more likely to be influenced by people who are similar to us. - **Key Studies:** Burger et al. (2004) -- People were more likely to comply with requests from someone who shared their birthday. - **Key Point:** Similarities, such as shared interests or background, increase compliance. 8. **Chameleon Effect (Mimicry):** - Unconscious mimicry of others\' behaviors enhances social bonding. - **Key Study:** Chartrand & Bargh (1999) -- People unconsciously mimic others to build rapport. 9. **Echo Effect (Verbal Mimicry):** - Copying someone's speech or paraphrasing increases compliance. - **Example:** People donate more when their speech is mirrored. - **Key Study:** Kulesza et al. (2018) -- Mimicry leads to larger donations. 10. **Consistency and Commitment:** - People are motivated to remain consistent with their actions and beliefs. - **Example:** Once you agree to a small request (Foot-in-the-Door tactic), you are more likely to agree to a larger request. - **Key Study:** Freedman & Fraser (1966) -- People who agreed to a small request (e.g., placing a sign) were more likely to agree to a larger one (e.g., larger sign). 11. **Low-Ball Tactic (Consistency and Commitment):** - Offer an attractive deal, then add hidden costs after commitment. - **Example:** Car dealerships offering a low price, but adding extra costs after you agree to buy. 12. **Bait-and-Switch (Consistency and Commitment):** - Offer something attractive, then replace it with something less desirable. - **Example:** Advertising a product at a low price, but when you go to purchase, the product is out of stock, so you are sold a more expensive one. 13. **Social Validation:** - People look to others for cues on how to behave. - **Example:** Bystander effect -- People are less likely to help if others are not helping. - **Key Study:** Guadagno et al. (2013) -- People tip more if there is money already in the tip jar. 14. **Cultural Differences - Collectivism vs. Individualism:** - **Collectivist cultures** are more influenced by **social validation** (e.g., group behaviors). - **Individualistic cultures** are more influenced by **consistency and commitment** (e.g., personal beliefs). - **Key Point:** Social validation is more effective in collectivist cultures, whereas commitment is stronger in individualistic cultures. **Summary of Key Points** - **Conformity:** Behavior change due to social pressure. - **Obedience:** Behavior change due to authority orders. - **Elaboration Likelihood Model:** Central vs. Peripheral routes to persuasion. - **Manipulation Tactics:** Authority, scarcity, reciprocity, liking, commitment, and social validation are common tactics. - Use of heuristics (mental shortcuts) is central to many manipulation techniques. - **Social Influence Principles:** People often comply due to psychological tendencies like the desire for consistency, similarity, and authority. **Exam Preparation Tips** - **Study Examples and Key Studies:** Familiarize yourself with classic studies like Milgram's obedience study, Asch's conformity study, and Regan's reciprocity study. - **Understand the Dual Processing Models:** Be clear on how central and peripheral routes differ. - **Know the Manipulation Tactics:** Be able to identify examples of authority, scarcity, reciprocity, and liking in real-world situations. - **Focus on Cultural and Personality Differences:** Understand how social influence tactics work differently in collectivist vs. individualist cultures. 4o mini