11.4.2014. Key concepts Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of.

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Presentation transcript:

Key concepts Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of social proof

If I am uncertain I will take a cue from others. If other people are doing something, it must be ok for me to do it too. If other people are refraining from doing something, then it is probably not a good idea for me to do it.

Key concepts Social norms to influence behavior Descriptive – What does everyone else do? Injunctive – What should everyone do? *concept of social proof Messages more effective when both norms suggest same behavior (littering, towel re-usage, etc.) “Boomerang” effect Fear appeals

“Influence” – Robert Cialdini

Principles of persuasion Reciprocation Scarcity Authority Consistency Liking Consensus

Elaboration Likelihood Model Central route Require much cognition Result of elaboration determines behavior Peripheral route Do not require cognitive elaboration Source credibility, quality of presentation, attractiveness of source, slogans or catchphrases What determines route: Motivation (topic, NFC, accountability) Ability to process