Week 6: Social Influence & Manipulation Tactics PDF

**Week 6: Social Influence** **Definition of Social Influence:** - Social influence refers to the effect that the words, actions, or mere presence of others can have on our attitudes, thoughts, feelings, and behaviors. It encompasses changes in our thoughts, feelings, and behaviors d...

**Week 6: Social Influence** **Definition of Social Influence:** - Social influence refers to the effect that the words, actions, or mere presence of others can have on our attitudes, thoughts, feelings, and behaviors. It encompasses changes in our thoughts, feelings, and behaviors due to the actions or presence of other people. **Types of Social Influence** 1. **Conformity:** - Conformity occurs when an individual changes their behavior to match the behavior of others, either due to real or imagined social pressure. - *Asch's Line Study* (1951) is a classic experiment examining how individuals conform to group norms, even when they know the group's opinion is wrong. 2. **Obedience:** - Obedience is a change in behavior in response to a direct order or command from an authority figure. - *Milgram's Electric Shock Experiment* (1963) demonstrated how people can follow authority figures to the extent of harming others, even when they know it is wrong. **Social Influence Type 1: Elaboration Likelihood Model (ELM)** The Elaboration Likelihood Model explains how we process persuasive messages and how this affects attitude change. It involves two main routes: 1. **Central Route:** - Used when we are motivated and able to process information carefully and logically. - **Key Features:** - Requires time and cognitive effort. - More likely to lead to lasting attitude change. - Leads to more predictable behavior. - **Example:** Carefully considering all the information before making an important decision. 2. **Peripheral Route:** - Used when we lack motivation or ability to critically analyze information, and instead rely on heuristics or shortcuts. - **Key Features:** - Fast, automatic processing. - Less durable attitude change. - Lacks deep thinking. - **Example:** Choosing a product based on a catchy advertisement or celebrity endorsement rather than its features. - **Example Study:** *Langer et al. (1978)* demonstrated the peripheral route with a photocopier study. People were more likely to comply with a request to cut in line when the request was made with a simple "because" reason, even if the excuse was not strong. **Tactics of Manipulation** These manipulation techniques often rely on heuristics, or mental shortcuts, that help us make decisions quickly without much thought. **1. Authority:** - We tend to comply with individuals we perceive as experts or authority figures, even if they are not actual experts. - **Example:** Trusting a celebrity endorsement in advertising, even if the person has no expertise in the product. **2. Scarcity:** - We perceive items or opportunities as more valuable when they are scarce or in limited supply. - **Example:** Limited-time offers or \"closing down sales\" that create a sense of urgency and drive decision-making. **3. Reciprocity:** - People feel the need to return favors or gifts. - **Study Example:** *Regan (1971)* found that people bought 500% more raffle tickets after receiving a free Coke. - **Cultural Differences:** In collectivist cultures (e.g., Japan), people feel more indebted when they receive a favor and are more likely to reciprocate, compared to individualistic cultures (e.g., North America). - **Reciprocity and Concessions (Door-in-the-Face Tactic):** - Start with a large, unreasonable request that is likely to be rejected, followed by a smaller, more reasonable request, which is then accepted. - *Cialdini et al. (1975)* demonstrated this with a request to chaperone juvenile inmates. People were more likely to agree after rejecting the larger request. **4. Liking:** - We are more likely to comply with people we like or find attractive. - **Example:** *Regan (1971)* found higher compliance when requests were made by liked individuals. **Mental Shortcuts for Liking:** 1. **Contact and Cooperation:** We tend to like people we interact with more. 2. **Conditioning and Association:** We are more likely to like things associated with positive experiences. 3. **Physical Attractiveness:** Attractive people are perceived to be more competent and trustworthy. 4. **Similarity:** We are more likely to comply with individuals who are similar to us. - **Halo Effect:** We assume that attractive people possess other positive qualities (e.g., intelligence, trustworthiness). - *Clifford & Walster (1973)*: More attractive children were rated as brighter and more successful in school. - **Chameleon Effect:** The unconscious mimicry of others\' behaviors fosters rapport and increases liking. - *Chartrand & Bargh (1999)*: People unconsciously mimic others\' movements to create social bonds. - **The Echo Effect:** Copying someone\'s speech or paraphrasing what they say increases compliance. - *Van Barren et al. (2003)*: Paraphrasing can lead to more generous donations. **5. Consistency and Commitment:** - People desire to be consistent with their previous actions and commitments, as inconsistency causes discomfort. - **Foot-in-the-Door Tactic:** Make a small request that is likely to be accepted, followed by a larger request. People are more likely to agree to the larger request to maintain consistency. - *Freedman & Fraser (1966)*: People were more likely to comply with a large request after agreeing to a small one. - **Low-Ball Tactic:** Offer a product at a low price, then later increase the price by adding hidden fees or conditions. - **Bait-and-Switch Tactic:** Advertise a product at a low price, but once the person shows interest, switch to a more expensive option. **6. Social Validation:** - People look to others for guidance on how to think, feel, and behave, especially in ambiguous situations. - **Bystander Effect:** In emergencies, individuals are less likely to act if they see others not acting. - *Guadagno et al. (2013)*: Social validation increases behavior. For instance, people are more likely to tip when they see others have already tipped, or more likely to buy something if it\'s marketed as \"best-selling.\" **Social Validation and Liking:** - Social validation is more effective when the person performing the act is similar to us. **7. Cultural Differences:** - **Collectivist vs. Individualist Cultures:** - **Collectivist** cultures are more influenced by social validation, as they prioritize group harmony and social conformity. - **Individualist** cultures are more influenced by consistency and personal commitment. - Personal characteristics (e.g., high conscientiousness) are a stronger predictor of compliance than cultural background.