Social Psychology PSY450 Instructor: Briana Harvey Welcome! Social Psychology PSY450 Instructor: Briana Harvey

Social Influence Two Types of Social Influence Techniques of Social Influence

Social Influence and Persuasion James Warren Jones Jonestown (1978)

Jonestown

Social Influence- Jonestown How could Jim Jones have influenced his followers to such a deep level that more than 900 committed revolutionary suicide?

Conformity A change in behavior or belief as a result of real or imagined group pressure

Two types of Conformity Compliance: Conformity that involves publicly acting in accord with social pressure while privately disagreeing

Two types of Conformity Acceptance: Conformity that involves both acting and believing in accord with social pressure

Conformity – Candid Camera Link

Two Types of Social Influence Informational Private Acceptance Normative Public Compliance

Two Types of Social Influence Informational Influence Conformity that results from going along with the crowd Genuine inner belief that others are right “They must know something I don’t know…”

Two Types of Social Influence Group Norms Beliefs or behaviors that a group of people accept as normal

Informational Social Influence Sherif experiment (1935) Participants were placed in a dark room, and saw a bright light move erratically for a few seconds. Participants were asked how far the light moved Next day, they had the same experience in a group setting. The group formed a norm for how far the light had moved (based on judgments from everyone in the group) The light didn’t really move though!!!!

Informational Social Influence Over time, participants changed their estimates markedly in the direction of the other participants The light didn’t really move (autokinetic phenomenon) Autokinetiic effect-illusion, caused by the slight movements of the eye, that a stationary point of light in a dark room is moving

Informational Social Influence More likely to happen when: The situation is ambiguous. We have choices but do not know which to select. There is a crisis. We have no time to think and experiment. A decision is required now! Others are experts. If we accept the authority of others, they must know better than us.

Sometimes however…. Pluralistic Ignorance Nobody knows! Looking to others for cues, while they are looking to you

Two Types of Social Influence Normative Influence: Conformity based on going along with the crowd in order to be liked or accepted Often an inner belief that the group is wrong “I don’t want to be rejected by the group…” Produces public compliance

Normative Social Influence Normative Influence Going along with the crowd to be liked Asch (1955) study of normative influence Conformity increases as group size increases Deviating from the group Social rejection

Figure 8.1 Effect of group size on conformity in the Asch experiment: As the number of confederates increased from one to four, conformity increased dramatically; as more confederates were added, conformity leveled off.

Asch Conformity Experiment When answering alone, 99% were correct What if others gave the wrong answer…would people agree with the group or give the obvious correct answer? 6 confederates and 1 participant Participant answered 6th of the 7 ‘participants’ Confederates all gave the same wrong answer 37% of the responses were conforming About 75% of participants conformed at least once

Asch Conformity Experiment Important things to remember about Asch experiment: There was no ‘extra’ incentive to conform Unlike real life, the stimulus was unambiguous

Factors to Consider Group size Conformity increases as the size increases up to about 5 people Dance party

Factors to Consider Unanimity When participants had an ‘ally,’ conformity decreased considerably Dropped to about 9% in Asch’s studies

Factors to Consider Cohesion The more closely a group is bound together, the more conforming its members tend to be Eating disorders tend to “spread” within sororities

Factors to Consider Status Higher-status people have more impact Public response We conform more when we respond in front of others rather than answering privately

Social Influence Techniques based on Commitment & Consistency Reciprocation Scarcity Capturing & Disrupting Attention

Types of Conformity

Other less extreme examples of conformity… Bartenders and street musicians will often place money in their tip jars or hats – again research shows that this works TV comedies that use laugh track Research shows that it works

Techniques of Social Influence based on Commitment & Consistency

Techniques of Social Influence Foot-in-the-Door Technique Start with small request to gain eventual compliance with larger request Jonestown 1st: help stuff envelopes 2nd: donate $10 3rd: donate $25 and come to meetings… Can I go over to Suzy's house for an hour?" followed by "Can I stay the night?" "May I turn in the paper a few hours late?" followed by "May I turn it in next week?"

TACTIC FIRST STEP SECOND STEP Foot-in-the-Door

Gain Person’s Compliance With a Small Request TACTIC FIRST STEP SECOND STEP Gain Person’s Compliance With a Small Request Foot-in-the-Door example: “Would you sign a petition to help feed starving animals?”

Gain Target’s Compliance With a Small Request TACTIC FIRST STEP SECOND STEP Gain Target’s Compliance With a Small Request Make A Related, Larger Request Foot-in-the-Door Would you sign a petition to help feed starving animals? “Would you work for 2 weeks in the animal shelter?”

Techniques of Social Influence Low-ball Technique Start with low-cost request and later reveal the hidden costs

The Low-Ball Technique Commitments have a tendency to “grow their own legs” People justify their initial commitment Ex. Good deal, almost sold out, like the product, etc. So by the time you hear about the hidden costs you have already made all these justifications and typically fulfill the commitment

Get an Agreement to a Specific Arrangement TACTIC FIRST STEP SECOND STEP Get an Agreement to a Specific Arrangement Low-Ball Get Customer to Agree to Buy a New Car for $25,000

Get an Agreement to a Specific Arrangement TACTIC FIRST STEP SECOND STEP SECOND STEP Get an Agreement to a Specific Arrangement Change The Terms of The Arrangement Low-Ball Get Customer to Agree to Buy a New Car for $25,000 “Oh, you wanted tires and seats? Then that’ll be $27,999.”

Cialdini et al. (1978) “thinking process” test. Students were asked if they wanted to participate in a study about thinking. Some were told it was at 7 a.m. some were not told until after they committed to study. They were given a chance to back out but 56% that were told after still committed versus only 24% that were initially told and agreed.

Techniques of Social Influence Bait-and-Switch Technique Draw people in with an attractive offer that is not available and then switch to a less attractive offer that is available It works by getting people to make a commitment to a general course of action

Advertise a Low Price on a New Stereo TACTIC FIRST STEP SECOND STEP Advertise a Low Price on a New Stereo Spur The Person to Take a Course of Action Bait and Switch

Advertise a Low Price on a New Stereo TACTIC FIRST STEP SECOND STEP SECOND STEP Advertise a Low Price on a New Stereo “That stereo is junk, but just $99 more buys this beauty!” Spur The Target to Take a Course of Action Describe Course as Unwise, Suggest Alternative Bait and Switch

Techniques of Social Influence Labeling Technique Assigning a label to an individual and then making a request consistent with that label To kids: “You look like a kid who understands how important penmanship is…” Kids more likely to work hard to cursive writing To adults: “You look like an above average citizen” Adults more likely to vote the following weekend

Techniques of Social Influence Legitimization-of-Paltry-Favors Technique Make a small amount of aid acceptable Ex: “For the cost of a cup of coffee a day…”

Techniques of Social Influence based on Reciprocity You take care of me..I’ll take care of you

Techniques Based on Reciprocation Door-in-the-Face Technique Start with an inflated request and then retreat to a smaller one that appears to be “doing a favor” Does not work if the first request is viewed as unreasonable Does not work if requests are made by different people

Make a large request – big commitment or price TACTIC FIRST STEP SECOND STEP Make a large request – big commitment or price Ex: Volunteer 2x week for 2 years Door in Face

Make a large request – big commitment or price TACTIC FIRST STEP SECOND STEP SECOND STEP Make a large request – big commitment or price Reduce request to make it seem reasonable Ex: Volunteer 2x week for 2 years How about volunteer 1 day next week? Door in Face

Techniques Based on Reciprocation That’s-Not-All Technique Begin with inflated request but immediately add to the deal by offering a bonus or discount

Techniques Based on Reciprocation That’s-Not-All Technique Which is better? (A) Cupcakes and cookies for $1 (B) Cupcakes for $1 with free cookies!

Techniques of Social Influence based on Scarcity It’s very rare..how much will you pay??

Techniques Based on Scarcity Rare opportunities are more valuable than plentiful ones Scarcity heuristic in decision making What is rare is good Psychological reactance When personal freedoms are threatened, we experience this unpleasant emotional response This unpleasant emotion motivates us to obtain the scarce opportunity

Techniques Based on Scarcity Limited-number technique: influence people to act, buy, behave in a certain way based on “short supply” of item. Fast-approaching deadline technique: influence people to act, buy, behave in a certain way based on “limited time” offer.

Techniques Based on Capturing and Disrupting Attention

Techniques Based on Capturing and Disrupting Attention Pique Technique One captures people’s attention by making a novel request

Techniques Based on Capturing and Disrupting Attention Disrupt-then-Reframe Technique Introduce an unexpected element that disrupts critical thinking and then reframe the message in a positive light EXAMPLE: cost of only 300 pennies (disrupt) which is a deal! (reframe) VS.

Social Influence and Persuasion Elements of the persuading message Factors that influence the Whos and Whats of persuasion Defensive techniques to avoid being persuaded

Can you name the technique?

Persuasion Attempt to change a person’s attitude Three components of persuasion Who – Source of the message Says What – Actual message To Whom – Audience 61

Who: The Source Source credibility What makes a source credible??? Celebrity endorsement Source credibility Expertise and trustworthiness Sleeper effect – over time, people separate the message from the messenger (forget who gave it) What makes a source credible??? Expertise trustworthiness 63

Who: The source Source likability Similarity to us physical attractiveness Halo effect: Belief that because someone has one desirable trait (attractive) they also have others (intelligence)

Who: The Source Convert communications: People are perceived as a credible source because they are arguing against their own previously held attitudes Example: Jared from Subway

Say What: The Message Reason Versus Emotion Well educated and analytical people respond to reason. People in a good mood are more responsive to persuasive messages (Use humor!) Moderate fear is the most persuasive Not too weak of an argument Not too strong of an argument 66

Say What: The Message Stealing Thunder Revealing potentially incriminating evidence to negate its importance Source appears more honest and credible 67

Say What: The Message Repetition Advertisement wear-out If neutral or positive response initially: repeated exposure = persuasive message Advertisement wear-out: “Can you hear me now?” Repetition with variety: “Mayhem Ads” Advertisement wear-out is a “condition of inattention and possible irritation that occurs after an audience or target market has encountered a specific advertisement too many times” 68

Repetition Ads…

To Whom: The Audience Moderately intelligent are easiest to persuade People high in need for cognition are more persuaded by strong arguments (people who enjoy thinking!) Attitudes are more resistant to change People high in public self-consciousness are more persuaded by name brand and styles 70

To Whom: The Audience Impressionable years hypothesis Middle-aged people most resistant to persuasion Attitudes formed in young adulthood remain fairly stable over time Messages consistent with cultural values are more persuasive 71

To Whom: The Audience “Overheard” messages are more persuasive Product placements 72

Psychology of Advertising

Two Routes to Persuasion Central route Involves conscious processing Careful and thoughtful consideration “Is it a deal?” Peripheral route Involves automatic processing Influenced by some simple cue “Oh look! Beyoncé wears that lipstick too!” Duplex mind 74

Elaboration Likelihood Model Central Route Quality of the arguments Initial attitude Peripheral Route Speaker credibility Reaction of others Source attractiveness 75

Figure 8.3 Elaboration likelihood model (ELM) of persuasion First we hear a persuasive message then are we motivated to process???? Is it relevant to my life? If so, think about at a deep level Cognitive miser or high need for cognition???? JUST CAUSE WE ARE MOTIVATED TO PROCESS DOESN’T MEAN WE CAN 76

Distraction when Persuading Distraction decreases our ability to think about a persuasive message. When the message arguments are weak, distraction increases the persuasiveness of the message. When the message arguments are strong, distraction decreases the persuasiveness of the message

Figure 8.4 (Tsal, 1984; cited in Petty & Cacioppo, 1986). Cant discover message weakness Vs. 78

Resisting Persuasion Attitude Inoculation: When people resist persuasion, they become more confident in their initial attitudes When we have resisted persuasion we feel more certain about our attitude Advance warning of a persuasive message Prepare to defend! Boomerang effect: doing the exact opposite if what the message is trying to persuade 79

Defenses Against Techniques Commitment and Consistency Reexamine the sense of obligation Ask “If I could go back in time would I make this same commitment?”

Defenses Against Techniques Reciprocation Evaluate favors or concessions to avoid guilt over lack of reciprocity “Accept initial favors or concessions in good faith but be ready to define them as tricks if they prove to be tricks” 81

Defenses Against Techniques Scarcity Recognize psychological reactance (panic at losing freedom) as a signal to think rationally Evaluate the reason we want the item 82

Defenses Against Techniques Capturing and Disrupting Attention Stop and think before action

Bye!