Social Influence Social Norms
Social Norms – what are they? Accepted and expected ways of behaving in a group
Examples of Social Norms
Social Norm
Any other examples? Perhaps you can think of some?
Why do we conform?
Informational Social Influence 1938 American Radio Play – War of the Worlds Link Use the Informational model to explain it.
Normative Social Influence
Why does a respectable teenage girl shoplift her makeup from Boots? Use the normative model to explain it
Compliance techniques
Copyright © 2002 by Allyn and Bacon 4 Commitment-Based Tactics Foot-in-the-Door Technique Low-Ball Technique Bait and Switch Technique Labeling Technique Managing Self-Image
Copyright © 2002 by Allyn and Bacon Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC
Copyright © 2002 by Allyn and Bacon Gain Targets Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Example: Would you sign a petition to help feed starving children?
Copyright © 2002 by Allyn and Bacon Gain Targets Compliance With a Small Request Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Would you sign a petition to help feed starving children? Make a Related, Larger Request Would you work for 2 weeks in the local soup kitchen?
Copyright © 2002 by Allyn and Bacon Foot-in-the-Door Technique Agreeing to the first small request focuses ones self-image on being consistent on that topic/issue. It would be inconsistent to refuse a second larger request involving the same topic/issue. Managing Self-Image
Copyright © 2002 by Allyn and Bacon Get an Agreement to a Specific Arrangement Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Get the Customer to Agree to Buy a New Car for $15,000
Copyright © 2002 by Allyn and Bacon Get an Agreement to a Specific Arrangement Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Get Customer to Agree to Buy a New Car for $15,000 SECOND STEP Change The Terms of The Arrangement Oh, you wanted tires and seats? Then thatll be $15,999.
Copyright © 2002 by Allyn and Bacon Low-Ball Technique After actively choosing an object/item, people take mental possession of it, and it becomes part of their self- concept or self-image. Managing Self-Image It often is easier to continue with the commitment than to change ones self- concept or new self-image.
Copyright © 2002 by Allyn and Bacon Advertise a Low Price on an Item Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Spur the Target to Take a Course of Action
Copyright © 2002 by Allyn and Bacon Advertise a Low Price on a New Stereo Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Spur The Target to Take a Course of Action SECOND STEP That stereo is junk, but just $299 more buys this beauty! Describe the Course as Unwise, Suggest an Alternative
Copyright © 2002 by Allyn and Bacon Bait and Switch Technique This technique gets people to accept a deal they would have rejected if it had been offered first. Managing Self-Image It works by getting people to commit to a general course of action (e.g., the need to have a new stereo).
Copyright © 2002 by Allyn and Bacon You Are A Very Generous Person! Foot-in- the-Door FIRST STEP SECOND STEP Low-Ball Bait and Switch Labeling TACTIC Assign The Target a Trait Label
Copyright © 2002 by Allyn and Bacon You Are A Very Generous Person! Foot-in- the-Door FIRST STEPSECOND STEP Low-Ball Bait and Switch Labeling TACTIC Assign The Target a Trait Label SECOND STEP Say, Can You Contribute to the ex-CEO fund? Then Seek Compliance With a Label- Consistent Request
Copyright © 2002 by Allyn and Bacon Labeling Technique The label (e.g., youre very generous) activates a favorable self-image. Managing Self-Image This motivates the person to behave consistently with the activated self- image (e.g., by being generous).