Social Influence

Chapter 7

Factors for Factors for PersuasionPersuasion

Elaboration Likelihood Model (ELM):

2 different routes persuasion works

Central routePeripheral route

Use in the Media and Use in the Media and Advertising Advertising

Central route – Youtube:

http://www.youtube.com/watch?v=aPJpkgqLQ_M

Peripheral route – Youtube:

http://www.youtube.com/watch?v=X8nJKa13sBo

Do you have any examples?

Say What? Say How? Say What? Say How? Say How Often?Say How Often?

Other factors that impact how persuasive a message is.

Repeated Exposure Youtube: http://www.youtube.com/watch?

v=AEG4Q6BCX_4&feature=related http://www.youtube.com/watch?v=79tMMFja-

Fw&feature=PlayList&p=D289C0FD426BE73E&index=0&playnext=1

Counter-arguments: Youtube: http://www.youtube.com/watch?

v=AzK6MqVG_PM Emotional Appeal:

You tube: http://www.youtube.com/watch?v=UvYb4BLIAQw&feature=PlayList&p=CF03D6817A58FF63&playnext=1&playnext_from=PL&index=1

Persuasion: The Persuasion: The Communicator and Communicator and

ContextContext Persuasive communicators are characterized

by credibility, likeability, trustworthiness, attractiveness, and similarity with their audiences.

Ex. Celebrities, health professionals and attractive individuals.

Music Mood Surprise!!

Are you a person who Are you a person who can’t say “no”?can’t say “no”?

High self-esteem vs. low self-esteem

Anxious individual vs. self-assured

Review examples of thoughts that impact why some can or cannot refuse an unreasonable request.

Sales PloysSales Ploys

The Foot-in-the-DoorLow-BallingBait-and-SwitchTest you own ability to resist

these ploys. Fill out the worksheet on page 239.

3 Types of Group 3 Types of Group InfluencesInfluences

Obedience to Authority

Conformity

Mob mentality

Obedience to Obedience to AuthorityAuthority

Psychologists have long been concerned with the nature of blind obedience. Why are so many people willing to commit crimes against humanity when they are ordered to do so? People are more concerned by approval than

their own morality.

Stanley Milgram also wondered about this and conducted an experiment to determine how many people would resist authority figures who made immoral requests.

Factors in Blind Factors in Blind ObedienceObedience

Propaganda

Socialization

Lack of Social Comparison

Perception of legitimate authority

The foot-in-the-door technique

Inaccessibility of values

Buffers

Example of Example of PropogandaPropoganda

CONFORMITYCONFORMITY

Conform: To change one’s attitudes or behaviors to adhere to social norms.

Social norms: Explicit and implicit rules that reflect social expectations and influence the ways people behave in social situations.

The tendency to conform to social norms.

CONFORMITYCONFORMITY

The tendency to conform to social norms can be positive or maladaptive

Many like to think of themselves as non-conformists, but a classic study (with matching lines) by Solomon Asch demonstrated that we are more likely to conform than we think.

Factors Influencing Factors Influencing ConformityConformity

Belonging to a collectivist rather than an individualistic society

Desire to be liked by other members of the group

Low self-esteem Social shyness Lack of familiarity with the task Group size Social support

Mob BehaviorMob Behavior

Deindividuation

Factors: Anonymity Diffusion of responsibility Arousal due to noise and crowding Attending to social norms of group

rather than moral values.

Ex. Riots

Altruism and the Bystander Altruism and the Bystander Effect.Effect.

Altruism: Unselfish concern for the welfare of others. Altruism is characterized by helping behavior.

Bystander effect: The tendency for bystanders to fail to act to help a person in need.

The Helper: Who The Helper: Who Helps?Helps?

Mood (good mood = more likely to help) and

Empathy

If they know the victim (more likely to help people they know)

Women more likely to help people in need

Race and identity impact as well.

The Victim: Who is The Victim: Who is Helped?Helped?

If victim is more similar to helper (ie. Dress)

Women more likely to be helped than men

People with more baby-faced features are more likely to be helped

Race and identity impact as well.

Assertiveness ActivityAssertiveness Activity

Steps to becoming more Steps to becoming more assertiveassertive

Self-Monitoring: Self-monitoring of social areas can help you pinpoint problem areas.

Confronting Irrational Beliefs: While monitoring behavior, pay attention to irrational beliefs that lead to unassertive or aggressive behavior.

Modeling: Much of our behavior is modeled after that of people we respect and admire. A therapist can help an individual mold their new behaviors.

Behavior Rehearsal: It is a good idea to try out new behaviors in non-threatening situations, such as before a mirror. This will accustom you to the sounds of assertive talk.