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

2. Social Influence Two Types of Social Influence
Techniques of Social Influence

3. Social Influence and Persuasion
James Warren Jones
Jonestown (1978)

4. Jonestown

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

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

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

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

9. Conformity – Candid Camera
Link

10. Two Types of Social Influence
Informational
Private Acceptance
Normative
Public Compliance

11. 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…”

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

13. 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!!!!

14. 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

15. 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.

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

17. 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

18. 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

20. 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.

21. 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

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

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

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

26. 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

27. 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

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

30. Types of Conformity

31. 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

32. Techniques of Social Influence based on Commitment & Consistency

33. 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?"

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

35. 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?”

36. 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?”

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

38. 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

39. 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

40. 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.”

41. 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.

42. 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

43. 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

44. 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

45. 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

46. 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…”

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

48. 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

49. 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

50. 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

51. 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

52. 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!

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

54. 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

55. 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.

56. Techniques Based on Capturing and Disrupting Attention

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

58. 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.

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

60. Can you name the technique?

61. 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

63. 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

64. 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)

65. 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

66. 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

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

68. 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

69. Repetition Ads…

70. 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

71. 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

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

73. Psychology of Advertising

74. 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

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

76. 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

77. 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

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

79. 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

80. 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?”

81. 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

82. 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

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

84. Bye!