1. How People Get Us to Do things
Social Influence
How People Get Us to Do things

2. S R S’ R’
Depiction of social influence. Social influence occurs when one person does something, S, which leads to a behavioral response, R, in another person. When the stimulus is not present, S’, the behavior does not occur, R’.

3. Social Influence
Physical/symbolic
Intended/unintended

4. A BEHAVIORAL MODEL IS… Represented in Mind of the Source
Communicated by the Source
Represented in Mind of the Recipient
Intended by the Recipient
Executed by the Recipient
Progression of a behavioral model in social influence. The unit of analysis in social influence is the behavioral model. The model in the social influence process begins as a conceptualization in the mind of an influence source, who communicates it to an intended recipient. If done successfully, the behavioral model forms a representation in the recipient’s mind. Not only must the recipient comprehend the model, she or he must adopt the plan for personal use—hence the recipient intends to carry out the depicted behavior. From there, the recipient will produce the conduct given sufficient skill and opportunity.

5. Landscape of Influence
Family: member
Friends: friend
Peers: peer
Media: consumer
Sport’s team: player
Politics: voter, party member
Hobbies: hobbyist
Companies: consumer, workers
Entertainment: consumer
Government: citizen
Education: student
Health and medicine: Patient
Legal system: witness, accused, victim, convict

6. Social Influence Course
Emphasis on
Concrete techniques
Interaction with mental processes

7. Context Interaction Opportunity Perception of object Compliance test
Attitude
Behavior
Factors in social influence. Boxes made up of solid lines represent situational factors in influence. These can be manipulated by the influence source in his or her attempt to alter the conduct of the influence recipient. All of the external factors must be present before influence can occur. Boxes composed in dotted lines represent cognitions that must be changed to make influence possible.

8. Perception of Object Clarity Reactance Influence-resistance trade-off
Hoping for A but asking for B
Reactance
Unfair restriction perceived, person acts to restore freedom
Influence-resistance trade-off
Propaganda
Education

9. Attitudes
Attitude
Evaluative judgment stored in memory (Olson & Zanna, 1993)
Evaluation—favorable/unfavorable, good/bad, positive/negative
Memory representation (Pratkanis & Greenwald, 1989—sociocognitive model)
Object label
Evaluation
Knowledge structure supporting evaluation

10. Attitudes Attitude correlates Associative network Cognition Affect
Behavioral intention
Spreading activation

11. Attitudes
Attitude concept is essential to model because the concept is
Easily linked to technique elements
The motivational construct of social psychology
Principal Social Influence Strategy
Create opportunity for a recipient to act in attitude-consistent ways

12. Attitudes Functions of attitudes (Katz)
Value-expressive function: performing the behavior is the appropriate thing to do
Knowledge function: the behavior serves to fill in a vacuum regarding how one should act
Social adjustment function: provides a way to be accepted by a desirable group
Utilitarian/instrumental function: allows for a good personal gain/loss ratio
Ego-defensive function: helps preserve a desirable self-conception

13. Techniques
See course outline

14. The “Cold Controller” Two portions of course
Basic research
Application
Propaganda (vs. education)
Self-interest
Two faces
Smiling
Cold
What techniques are used?
How can we recognize and defend against them?